Growth & Community Lead

We make bags and accessories for the people building the future. Engineers, founders, designers, makers – all individuals doing the work often without proof. We’re building the future too, in our own way. Fifteen years in. Fourteen times bigger in the last five. B Corp certified. First fully circular bag collection in our category. Wirecutter’s pick for best laptop backpack. Our work has substance.

What You’ll Do

• Growth & Organic Social: Own Troubadour’s organic social channels and grow them – reach, engagement, community, and brand awareness are your metrics. Build and execute a channel strategy grounded in what actually moves the needle, not just what looks good. Test formats, ideas, and narratives constantly. Learn fast and scale what works. Lead content planning and posting cadence with the creative team behind you. Make smart calls on where a limited budget goes – every pound must earn its place. Use AI tools to move faster and do more with less, extending judgment rather than replacing it.
• Content: Work closely with the Creative team to bring ideas to life across formats: Reels, stills, carousels, short‑form video, and whatever the platform demands. Translate the creative brief into content that actually works on social, crafting pieces that stop a scroll, hold attention, and feel like us. Partner with our Copywriter on captions, hooks, and campaign copy to help make the words land. Repurpose and stretch existing assets creatively when a big shoot budget isn’t available.
• Influencer & Creator: Own influencer strategy from identification to outreach, briefing, and execution. Build a lean, high‑impact creator network aligned with Troubadour’s brand. Quality over volume. Manage budgets and cadence across creators – know when a relationship is worth investing in and when it isn’t.
• Brand, Community & Partnerships: Engage with the community: reply, respond, show up, and make people feel there’s a human on the other side. Turn followers into advocates and nurture those relationships. Identify, source, and pitch brand collaboration and partnership opportunities that fit Troubadour. Drive PR opportunities in partnership with our agency, from identifying moments to coordinating activations and amplifying across social. Partner with the Head of Retail to bring the community into the real world through the Soho store, pop‑ups, and activations in cities where our people already are. Coordinate and amplify events across social before, during, and after. Capture and elevate user‑generated content where it earns its place. Support shoot production with the creative team as needed.
• Insight & Collaboration: Read the signals beneath the metrics and bring what you learn back to the team. Close the loop so the rest of the company understands what customers are actually responding to. Partner with marketing on performance insights and paid learnings. Work cross‑functionally with creative, marketing, product, and retail teams. Manage content calendars, timelines, and posting schedules with structure and flexibility. Stay ahead of platform trends, formats, and cultural moments.

Who You Are

• 3 to 5 years of growing social for a brand – ideally a smaller or challenger brand where you built momentum on a tight budget.
• Real evidence of growth: reach, engagement, community or brand awareness you can point to and explain how you drove it.
• Curious about materials, craft and design – this curiosity shows when you talk about the product.
• Hands‑on: you do the work, not just direct it.
• Comfortable using AI tools to save time and sharpen output – you know where they fit.
• Iterative: you test, learn, iterate and make the next version better.
• Understand both on‑screen and off‑screen communities – you show up, support events, and make the brand real.
• Strong judgment on creators and partnerships – you know which relationships move the needle.
• Highly organised and comfortable managing multiple moving parts.
• Collaborative, proactive, and thrives when the pace picks up.

What We’re Really Looking For

We want someone who has been in the room when things were hard and figured it out anyway, seeing constraints as puzzles, not problems.

You May Be a Fit If…

• You’ve grown a social account or community from a relatively low base and can show your work.
• You’ve worked at a startup, challenger brand, or small team where you had to be resourceful.
• You get excited about organic growth and treat paid as a support, not a crutch.
• You’ve managed creator relationships without a big budget and made them work.
• You’ve brought a community off‑screen through events, activations, or IRL moments.
• You think in tests – always asking what happens if we try this.

You Are Probably Not a Fit If…

• Your experience is mainly managing well‑funded, already‑successful accounts.
• You need a large team, agency support, or significant budget to do your best work.
• You’re more comfortable directing creative than getting into it yourself.
• You measure success by content volume or aesthetic consistency rather than growth and engagement.
• You haven’t had to build something from scratch or fight for attention without a headstart.

Tools You’ll Use:

• Instagram, YouTube, LinkedIn, and other emerging platforms.
• Figma (for collaboration with design).
• Google Workspace, Slack, Asana or similar.
• AI tools.
• Influencer platforms and outreach tools, as needed.
• Basic analytics tools (native platform insights, GA, etc.).

Why Troubadour

We’ve grown fourteen times bigger in the last five years. The next phase is bigger still, and everyone we hire has a hand in shaping it. We’re a small, curious, hands‑on team that cares about doing things well and about the people doing them. High standards without high drama. We disagree out loud, back each other up and treat the work seriously while keeping ourselves a little less so. Our headquarters is in Fitzrovia, London – we’re three days a week alongside our Soho store. We have an office in Boston and the rest of the team works remotely, meeting up whenever possible.

Apply Now: Follow the link, send your CV and a short note telling us why this role excites you and what you would bring. Please include examples of growth you’ve driven, community you’ve built, and any creator or partnership work that reflects your creative and strategic thinking.