Ep. 88: Luke Leinberger, Global Head of Social Media at Gravity Global

Luke Leinberger, Global Head of Social Media at Gravity Global, joins host Karina Jimenez to share how a background in creative writing led him into social media at a time when the channel was still considered a “nice to have.” From growing a boutique agency’s social offering to leading a full global practice after the agency’s acquisition by Gravity Global, Luke has spent the last decade watching social move from an afterthought to the center of how brands reach their audiences. In this episode, Luke shares the mentorship lessons that shaped how he leads today, from being given the space to make mistakes early in his career to learning that leadership means adapting your style to each person rather than applying a one-size-fits-all approach. He also opens up about a philosophy he lives by: there is no failing, only winning or learning. Luke and Karina also dig into how AI is reshaping social media from behind the scenes, from streamlining reporting and social listening to navigating a new reality where audiences question whether even authentic content is AI-generated. They discuss why content guidelines have to stay living documents rather than fixed rules, and why the shift from SEO to AEO is changing what it means for a brand to be discoverable at all. For the next generation of leaders, Luke’s advice is to lead with genuine care for your team, understand that team success is what defines your own, and recognize that leadership itself isn’t the right path for everyone, and that’s okay.