Head of Social

About Steel City

Steel City is a Pittsburgh-based apparel brand building a modern American heritage identity rooted in:

• workwear 
• industrial culture 
• craftsmanship 
• vintage Americana 
• real people and everyday life 

We are in a growth phase and evolving from a product-focused brand into a lifestyle brand driven by storytelling, content, and community.

Position Overview

We are seeking a Head of Social / Organic Content Lead to own and lead our organic social presence.

This role is responsible for defining how Steel City shows up across platforms — not just what gets posted, but the narrative, tone, and consistency behind it.

You will work directly with the founders and lead the execution of a structured, repeatable content system across Instagram, TikTok, and YouTube.

This is a strategic and creative role, not a traditional social media coordinator position.

Key Responsibilities:Content Strategy & Narrative

• Define weekly and monthly content themes 
• Develop and maintain content pillars 
• Ensure consistency in brand voice, tone, and storytelling 
• Identify opportunities to deepen the brand narrative 

Content Planning & Production

• Create shot lists, prompts, and content briefs 
• Direct internal content creation (video, photography) 
• Build and manage a content calendar and backlog 
• Oversee content output across platforms 

Creative Direction

• Guide editing direction including pacing, music, and tone 
• Provide feedback and approvals on content prior to publishing 
• Maintain a cohesive visual and emotional brand identity 

Social Distribution

• Oversee posting cadence across all organic channels 
• Identify top-performing content for amplification or reuse 
• Monitor performance and iterate without relying on trend cycles 

Team Leadership

• Act as the central point of direction for organic content 
• Collaborate with videographer and partnerships lead 
• Help define future team needs and structure 

Requirements

Qualifications

• 3–7+ years experience in social media, content, or brand marketing 
• Proven experience managing or building brand social accounts 
• Strong understanding of visual storytelling and content pacing 
• Experience working with video content and creative teams 
• Ability to operate both strategically and hands-on 
• Highly organized with strong attention to detail 

Preferred Experience

• Background in lifestyle, apparel, or consumer brands 
• Familiarity with Americana/workwear brands 
• Experience collaborating with creators or influencer networks 
• Understanding of multi-platform content strategy (IG, TikTok, YouTube) 

What We're Looking For

• Strong creative instinct and taste 
• Ability to think in narratives, not just individual posts 
• Comfort working closely with founders in a fast-moving environment 
• Someone who values consistency, restraint, and long-term brand building over short-term trends

How to Apply

Please submit:

• Portfolio or examples of accounts you’ve managed or contributed to 
• Links to relevant work (Instagram, TikTok, or website) 
• A short note on why this role and brand are a fit