Social Media Lead

Our client is a growing US-based direct-to-consumer (DTC) brand specializing in high-performance backpacks, travel accessories, and everyday carry products for work, commuting, and travel. With over $10M in annualized revenue, the company is expanding its product portfolio and building an in-house marketing team.

We're looking for a Social Media Lead to take full ownership of the brand's organic social presence, from campaign strategy and creative concepts to content production, publishing, and performance analysis.

This is an individual-contributor ownership role (no direct reports) for someone who combines strong creative instincts with strategic thinking and knows how to turn consumer products into engaging, platform-native stories. You will report directly to the CEO and guide creators and production partners on the content you own, without managing a team.

You'll work directly with the CEO and collaborate closely with Creative Strategy and Creator Partnerships.

• Own and develop the organic social strategy across Instagram, TikTok, Facebook, and YouTube.

• Create original social-first campaigns for product launches, seasonal collections, and brand storytelling.

• Translate product features, customer insights, and business priorities into compelling content concepts.

• Plan and execute campaigns from initial 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, working 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.

• Use performance data to improve future campaigns and content strategy.

• Coordinate with the Creative Strategist (paid-first performance creative) on shared testing insights and overlapping production needs, while keeping full ownership of organic strategy and execution.

• Work with the Creator Partnerships team on shared briefs, creators, and content production.

• 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, visual storytelling skills, and experience developing social-first content concepts.

• Hands-on experience creating shoot briefs, shot lists, and directing photo or video production.

• Strong understanding of Instagram, TikTok, Facebook, and YouTube organic content strategies.

• Experience managing editorial calendars, publishing workflows, and community engagement.

• Ability to analyze organic social performance and translate insights into actionable improvements.

• Comfortable working independently, taking ownership, and collaborating across a growing marketing team.

• Full ownership: Lead the organic social direction of a growing consumer brand, from strategy to execution.

• Creative freedom: Develop original campaigns and shape how the brand tells its product stories.

• Direct impact: Work closely with the CEO and influence the brand's marketing direction.

• Build in-house: Help establish and develop the organic social function as the company expands its internal marketing team.

• Growing product portfolio: Create campaigns for existing products and upcoming launches in the travel and everyday carry categories.

1. Initial screening with OnHires

2. Interview with the CEO

3. Practical assessment

4. Assessment review with the CEO