Social Media Lead
About The Position
The Social Media Lead will own the organic social presence of a growing U.S.-based direct-to-consumer brand specializing in high-performance backpacks, travel accessories, and everyday carry products. This individual-contributor role covers organic social strategy, campaign development, creative direction, content production, publishing, community growth, and performance analysis across Instagram, TikTok, Facebook, and YouTube. The role reports directly to the CEO and collaborates closely with Creative Strategy and Creator Partnerships, while guiding creators and production partners without managing direct reports. The Social Media Lead will develop social-first campaigns for product launches, seasonal collections, and brand storytelling; translate product features and customer insights into content; direct photo and video production; manage editorial calendars and publishing; engage communities; and use performance data to improve future content and campaigns. The position offers ownership of the organic social function as the company builds its in-house marketing team.
Requirements
- Proven experience owning organic social strategy and executing campaigns for DTC, e-commerce, lifestyle, fashion, or consumer product brands.
- A portfolio demonstrating end-to-end ownership of organic social campaigns or product launches, including strategy, creative direction, execution, and results.
- Strong creative judgment and visual storytelling skills, with experience developing social-first content concepts.
- Hands-on experience creating shoot briefs and shot lists and directing photo or video production.
- Strong understanding of organic content strategies for Instagram, TikTok, Facebook, and YouTube.
- Experience managing editorial calendars, publishing workflows, and community engagement.
- Ability to analyze organic social performance and translate insights into actionable improvements.
- Ability to work independently, take ownership, and collaborate across a growing marketing team.
Responsibilities
- Own and develop organic social strategy across Instagram, TikTok, Facebook, and YouTube.
- Create social-first campaigns for product launches, seasonal collections, and brand storytelling.
- Translate product features, customer insights, and business priorities into content concepts.
- Plan and execute campaigns from concept through launch and performance review.
- Develop creative concepts, visual references, shoot strategies, shot lists, and content briefs.
- Lead creative direction for photo and video shoots with photographers, videographers, and production partners.
- Ensure content communicates the intended product story and maintains consistent brand quality.
- Coordinate production timelines, deliverables, and creative resources.
- Manage daily publishing, editorial calendars, captions, and platform-specific content adaptation.
- Build and engage an active community across social channels.
- Monitor audience conversations, emerging trends, and opportunities for organic growth.
- Maintain a consistent brand voice while adapting content to each platform.
- Track organic reach, engagement, audience growth, and campaign performance.
- Identify successful content formats, creative approaches, and audience insights, and use them to improve future content and strategy.
- Coordinate with the Creative Strategist on shared testing insights and overlapping production needs while retaining ownership of organic strategy and execution.
- Work with Creator Partnerships on shared briefs, creators, and content production.
Benefits
- Creative freedom to develop original campaigns and shape brand storytelling.
- Direct collaboration with the CEO and influence on the brand's marketing direction.
- Opportunity to help establish and develop the in-house organic social function.
- Opportunity to create campaigns for existing products and upcoming launches in travel and everyday carry categories.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
