Community Lead

Growth & Community Lead

London |

Reports to:

Creative Director

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.
• Google how to do more with less – limited budget isn’t a blocker, it’s a brief.
• 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.

We’ve spoken to many people. The stand‑outs…