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Workana is one of Latin America’s largest remote-talent marketplaces — 14 years old, 10M+ registered professionals. We’re rebuilding into a lean, AI-native company, and the brand has to match: strong, with a clear point of view, the one freelancers and companies choose and recommend in the AI era. This seat owns that.
We’re hiring a brand operator — an individual contributor, not a CMO or a brand consultant — to make Workana’s brand strong and desirable across social, content, influencers, and our founders’ voices. You’ll report directly to the CEO, help shape the positioning (the CEO has final say), and own how the brand shows up everywhere.
• Social, end to end — our owned profiles, the content engine, the community. You make Workana’s social genuinely powerful, not just active.
• An influencer / creator engine producing 100–200 pieces of content about Workana every week. You design the model — paid, commission, our own freelancer community, or a mix — and run it.
• 1–3 core personal LinkedIn accounts (founders / leaders) — operated and amplified in each person’s voice.
• A clear point of view — driving Workana’s position on the topics that matter: the future of work, AI, and LatAm talent.
• Reach through partnerships — leveraging what we have and partnering with brands, events, and communities to amplify.
• The content and creative itself across channels. You make it; the Performance Marketer pays to boost and run it.
Brand is the easiest place to confuse motion with progress, so we’re blunt about it.
• What you own and control: brand presence and authority — reach, engagement, share of voice, branded search.
• What that presence drives: an uptick in freelancer sign-ups and B2B inbound leads over today’s levels.
Attribution here isn’t as clean as paid — we know that. You’re judged on the leading indicators you control plus directional lift over baseline, not on a number you can’t fully attribute. And “pieces shipped” is capacity, not success.
• A brand budget — influencers, creators, events, sponsorships, partnerships — that you allocate as you see fit within a monthly cap.
• Social strategy, editorial calendar, content formats, channel mix: your call.
• You design the influencer / creator model and the partnerships — we don’t hand you a playbook, you build it.
Positioning is co-created and the CEO has final say. Everything downstream of it is yours.
• Curiosity — you keep finding better ways; it’s why you’re already AI-native, not someone we have to make AI-native.
• Execution — you ship the outcome end to end. Give you the target, stay out of your way, you make it work.
• Ambition — you want to forge a name and make Workana sexy yourself — not someone who’s “arrived” and wants to coast.
Requirements
• You live on social and actually understand it — formats, platforms, what travels and what dies.
• You’ve built a content engine or a creator / influencer program, with receipts (reach, growth, real output).
• You can write and shape a point of view, not just schedule posts.
• You move fast, with taste, and you’re comfortable being the one person who owns it.
You already work AI-first. You use it to produce and orchestrate at a volume that used to need a team — drafting, repurposing, editing, briefing creators, analyzing what’s working. 100–200 pieces a week is only possible because of how you work. This is not “open to learning AI.” It’s how you already operate, and we’ll ask you to show us.
• You’re a strategist who wants to set direction and hand execution to a team.
• You measure yourself by output (posts, campaigns) instead of brand strength and the outcomes it drives.
• You need a big team, an agency, or a finished playbook to deliver.
• AI is on your roadmap rather than in your daily workflow.
• You want to own the positioning end to end (the CEO keeps final say on that).
Benefits
