Social Media Lead

Title: Social Media Lead Location: Somerville, Massachusetts, United States, Washington, DC

VIA is making an impact, and so can you.

Headquartered in Somerville, Massachusetts, VIA is a mission-critical software company that enables organizations to share sensitive, distributed data at speed without compromising security or control. VIA’s decentralized architecture gives organizations control over their data, while its agentic AI helps them solve critical challenges and its military-grade security governs access. Designed for simplicity, rapid deployment, and disconnected, contested environments, VIA makes sensitive data usable wherever the mission happens, even offline. The Department of War, federal and state law enforcement, NGOs, and critical infrastructure companies around the globe trust VIA to help them solve their toughest analytics and digital security challenges.

Big missions require an effective, results-driven, and highly organized storyteller. We’re looking for a Social Media Lead to translate VIA’s mission, product capabilities, and customer wins into compelling social media content that elevates our brand voice and builds an engaged global community across all major platforms. This is a hands-on, senior individual contributor role. You'll set the standard for how VIA shows up on social media, and do much of the execution yourself, leading agency partners, freelancers, and our team to support your goals.

In this role, your day-to-day will include:

Strategy

• Social media strategy: Own VIA’s social media strategy across our priority channels (currently LinkedIn, X, Instagram, Threads, Facebook, and YouTube). Determine where and how we grow our presence next on platforms like Reddit, Medium, Substack, and other emerging channels. Define the goal, audience, voice, and visual guidelines for each channel, and align key stakeholders on the approach
• Analytics and optimization: Define the metrics that matter for each channel and connect social performance to VIA's brand, marketing, and pipeline goals. Use performance data, competitor research, and industry analysis to refine the strategy, and share regular insights with clear recommendations on a minimum of a monthly cadence
• Paid promotion: Identify when paid campaigns make sense, then define the goals, target audience, placement, and budget for each
• Cross-functional partnership: Lead VIA’s social media content calendar in partnership with the marketing team, product team members, the People and Operations team, leadership, and our external PR agency, keeping VIA’s voice and delivery consistent across product launches, company milestones, and everything that makes VIA unique
• Brand safety and approvals: Build and own the review and approval process for social content, including clear guidelines on what we can share about customers, product deployments, and partners. Partner with compliance, client delivery, and leadership on escalation protocol as needed

Execution 

• Content creation and publishing: Own day-to-day scheduling and publishing across VIA's channels, creating content directly and directing designers, freelancers, and agency partners on visuals and video
• Audience engagement: Own the two-way conversation on VIA’s channels, responding thoughtfully and promptly to comments, mentions, and messages
• Community presence: Bring VIA into relevant groups and forums (e.g., Facebook or LinkedIn groups, Reddit communities) where our customers and competitors are already talking
• Campaigns and extended reach: Lead integrated social campaigns around major moments, and extend content beyond the feed to our website and other channels
• Event amplification: Lead real-time social coverage of conferences, launches, and company events

Executive and Employee Voice

• Executive presence: Own and grow our CEO’s social presence, starting with LinkedIn, and align it with VIA’s brand and PR efforts to amplify our message
• Social media ambassador program: Launch and grow an internal ambassador program. Identify engaged VIAneers and give them the tools, coaching, and content to amplify the VIA story, guiding everyone from early-career employees to executives as they build their profiles and amplify VIA’s reach
• VIAneer social media guidelines: Create employee guidelines for how best to represent VIA on social media including boilerplate for profiles, headshots and graphics, and social media do’s and don’ts. Host training sessions, including at All Hands, to build buy-in and engagement

What you'll accomplish in your first 90 days:

• Audit every VIA social media channel and competitor, and present a recommendation on where we should double down, pivot, or show up for the first time, including a goal, audience, and voice for each priority channel
• Own day-to-day scheduling and publishing across priority channels by day 30
• Establish a content review and approval workflow process, inclusive of documentation on social media content guidelines and best practices
• Roll out VIAneer social guidelines and toolkit (profile boilerplate, headshots, LinkedIn headers)
• Pitch your vision for the ambassador program
• Deliver a content plan for our CEO’s executive presence
• Deliver a full social campaign plan for an upcoming team priority
• Establish baseline metrics and set 3-month growth goals for priority channels

What you will bring to this role:

Required experience and sector knowledge

• 5+ years of dedicated social media experience in a technology company, ideally in B2B tech, security, or defense tech, including owning a social media program end to end
• A demonstrated track record of growing audiences and engagement across multiple platforms, with results you can point to
• Hands-on experience planning and optimizing paid social campaigns
• Experience building executive and employee presence on social, such as ghostwriting for executives or ambassador and advocacy programs
• Experience directing agencies, freelancers, or contractors, and leading campaigns across teams
• Nice to have: Experience communicating in regulated or security-sensitive environments

Essential skills and abilities

• Fluency with social scheduling, listening, and analytics tools, and the ability to turn data into clear recommendations
• Sound judgment about what to share publicly, especially when it involves customers, security, or sensitive information
• The ability to set standards and coach others, from early-career employees to executives
• A proactive, hands-on approach, comfortable rolling up your sleeves to solve problems as they come up
• Strong communication skills and a clear point of view, with the ability to influence stakeholders and senior leaders as well as external partners

What does it take to be a successful VIAneer? Let’s break it down, our VIAneers are:

• Self-motivated and passionate about leaving everything they touch better than how they found it
• Firm believers that people should love what they do and are eager to build a culture that enables them to do their best work
• Creative problem solvers who respectfully challenge the status quo in the pursuit of excellence
• People who lead discussions with curiosity and value diverse perspectives
• Eager to explore new ideas, understand the power of feedback, and constantly seek opportunities to grow and develop their skills
• Strong team players who thrive in collaborative environments and celebrate the success of others

Benefits