Social Media Lead

We're looking for a Social Media Lead to own Asana's voice across every channel our audience shows up in. We don't see social as a supporting channel; it's a direct lever for business impact. This is a builder's role — hands-on and video-first. You'll set strategy, write briefs, and partner with our creative team. But you’ll also pick up a camera and design tools yourself, owning content creation, not just the calendar and the caption. You'll know the difference between a platform best practice and a genuine cultural moment, and you'll help define how Asana talks and shows up in storytelling as we evolve our narrative and stake our claim in the future-of-work conversation. You'll be a strategic, thoughtful partner to peers across Marketing, Product, Comms, R&D, and our executive team, bringing your own point of view on what social should do next. That takes judgment: balancing a lot of competing asks while staying anchored to what's actually driving impact. This role reports to the Head of Global Communications. This role is based in our Chicago office with an office-centric hybrid schedule. The standard in-office days are Monday, Tuesday, and Thursday. Most Asanas have the option to work from home on Wednesdays. Working from home on Fridays depends on the type of work you do and the teams with which you partner. If you're interviewing for this role, your recruiter will share more about the in-office requirements. What you’ll achieve • Own Asana's social presence across LinkedIn, X, YouTube, Instagram, TikTok, and Reddit — developing and executing a content calendar that builds brand awareness, drives engagement, and supports pipeline and business goals. • Create and produce original content, video-first — short-form video, photography, graphics, and written copy — using AI tools as part of your own process for scripting, shooting, creating, and editing. Partner with our creative team on bigger productions, but be able to go from idea to a published video yourself when speed matters. • Concept and execute social campaigns tied to product launches, industry events, and key moments, ensuring every program lands with a consistent, compelling narrative. • Stay ahead of platform shifts and cultural moments — know what's genuine signal versus noise, and move fast when something is worth Asana's voice. • Be a proactive, strategic partner to peers — bringing stories, ideas, and a point of view to the table instead of waiting for a brief, and helping the broader team see social as a place to test and prove business impact, not just amplify what's already been decided. • Engage authentically with our community — customers, prospects, practitioners, and the wider future-of-work conversation — building our profile, telling our stories, and turning relationships into advocacy. Work closely with the PR and comms team to expertly handle issues and community feedback, if and when needed. • Monitor performance and translate analytics into strategy — use data to know what's actually working and why, and apply that judgment to prioritize across competing requests. • Steward the Asana brand across social, making sure every post reflects our core attributes. About you • Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making. • 8–10 years of experience in social media or digital marketing, ideally for a tech, AI-native, or B2B brand. • A track record of building differentiated social strategy and content — not just executing against an existing calendar. • Deep platform fluency across LinkedIn, X, YouTube, TikTok, Instagram, and Reddit — you understand distribution mechanics, community dynamics, and how a moment moves across channels. • Real hands-on production skill, video-first — you can shoot and edit a video yourself, not just direct someone else. Creation is part of the job. • Strong strategic instincts paired…