Head of Social & Demand Generation (AI-Native Commerce Platform)

About Modern

Modern is an AI-native data and intelligence platform for commerce brands, and an AI Residency that runs on it every day. Our AI Residency team operates a portfolio of direct-to-consumer (DTC) brands using this platform, covering areas like attribution, cohort analysis, media mix, creator performance, and lifecycle. Every feature has already been tested with real profit-and-loss (P&L) statements and client outcomes before reaching a broader audience.

This means you’ll have access to something most B2B social teams would trade anything for: a constant supply of real data, real results, and real operator stories to build content from.

The Role

Modern aims to be the company operators can’t stop talking about—the platform they feel they’re missing out on. The product earns this reputation, but the market hasn’t caught up yet. Your job is to close that gap.

You’ll own how Modern is perceived publicly and how demand is generated. Social media is the core focus, with content and community execution across platforms extending from it.

The challenge lies in audience segmentation. You’ll engage two distinct groups simultaneously: AI-native builders and technical operators who will judge Modern’s credibility instantly, and brand owners generating $5M–$50M in revenue who prioritize profitability. Content that impresses the first group may alienate the second. You must address both audiences without compromising authenticity and know which platform suits which audience.

What You’ll Own

Content strategy and execution across all platforms, including LinkedIn, X (Twitter), TikTok, Meta (Facebook), YouTube, Reddit, and emerging platforms. Each platform requires a tailored approach, not a repurposed post. This role involves writing, filming, editing, and publishing—hands-on execution is expected.

Community engagement, not just audience growth. Actively participating in spaces where operators already gather, such as Reddit threads, Slack/Discord communities, comment sections, and DMs. Building genuine relationships rather than broadcasting. Eventually, creating a dedicated space for Modern.

Founder and executive brand management. Leadership’s personal accounts are often the highest-converting channels in B2B. You’ll ghostwrite, coach, and maintain a consistent presence for executives on LinkedIn and X.

AI creator and influencer partnerships. Sourcing, vetting, and managing relationships with AI-native creators and commerce operators who can authentically discuss Modern’s offerings. This involves end-to-end management and close collaboration with the Head of Sales, as these relationships directly impact pipeline generation.

Demand generation beyond social media. Initiatives like newsletters, podcasts or video series, webinars, events, and conference presence. You’ll determine which channels are viable and justify their investment before scaling.

Turning data into compelling content. Modern’s unique advantage lies in its access to aggregate commerce performance data and a portfolio of brands with real outcomes. You’ll collaborate with the data team to create benchmark reports, trend analyses, and “here’s what actually happened” posts that competitors can’t replicate.

Measurement and analytics. You’ll define success metrics beyond follower count and provide honest reporting. Focus on reach, engagement, site traffic, signups, pipeline influence, and community growth.

What Success Looks Like

First 30 days: You’ll have a deep understanding of the product, audited Modern’s current and competitors’ presence, and delivered a channel-by-channel strategy with a clear focus area.

First 90 days: A consistent publishing cadence across priority platforms, active executive accounts, a data-driven content asset, and early creator conversations underway.

First 6 months: Measurable growth in audience and inbound leads. A functional creator program with active partners. Content generating conversations that the sales team can leverage.

First 12 months: Modern establishes a recognizable voice in the commerce-AI space. Social media becomes a documented source of pipeline. You’ll identify channels deserving of investment and justify it with data.

Who You Are

Requires 5+ years of experience in social media, specifically in B2B SaaS or AI. Consumer brands, personal influencer accounts, or DTC product marketing experience alone won’t suffice. Selling software to operators demands a unique skill set with a steep learning curve. Ideal candidates have B2B commerce-tech or martech experience.

You’re a strong writer with a distinct voice. B2B social media thrives on authenticity—your content must sound human. You excel at writing sharp, specific content rather than generic, safe material.

You’re deeply immersed in the AI landscape. You stay updated on new developments, understand the difference between real capabilities and demos, and can explain technical concepts to non-technical audiences. You integrate AI tools into your workflow, leveraging them to enhance efficiency.

You understand commerce operators. You know their daily challenges, anxieties, and what makes them dismiss marketing efforts. You can identify marketing that talks down to them.

You’re a producer, not just a planner. Skilled in scripting, filming, editing, and designing graphics. While you’ll have support, you should be capable of taking an idea from concept to publication independently.

You comprehend how communities function because you’ve been part of them. You’ve either built or grown a community or actively participate in several. This isn’t something that can be faked long-term.

You think in terms of funnels, not vanity metrics. You can connect content to business outcomes and be honest when you can’t.

Bonus Points

• Built a founder’s personal brand from near-zero
• Managed a B2B influencer or creator program (where the playbook is less obvious than in consumer marketing)
• Launched a newsletter or podcast that people actually read or listen to
• Experience with e-commerce, DTC, or marketing analytics
• Have your own audience in the AI or commerce space
• Built automation or agentic workflows to scale content production

Why This Role

You’ll create content that no one else can. Modern’s access to aggregate commerce data and a portfolio of brands with documented outcomes gives you a unique edge. Most B2B marketers invent thought leadership from scratch; you’ll have tangible results to back it up.

Full ownership. You’re not just one voice on a marketing team. You define Modern’s voice and are the first marketing hire on the platform side.

You’re shaping a category. AI in commerce is still evolving. Whoever explains it clearly will influence how people think about it—a rare opportunity.

Honest about the stage: You’ll start as a one-person team with a broad scope. You’ll need to decide what not to do. If you need a defined lane and a pre-made content calendar, this role may not suit you.

Benefits

Competitive salary

Competitive health benefits

Unlimited PTO

Health and wellness credit

Fully remote

A front-row seat at an AI-native company building the future of how brands and creators collaborate