GLD sits at the intersection of sport, music, and culture. Over the past decade, the brand has built a strong following through athlete partnerships, limited-edition drops, and culturally resonant collaborations across basketball, baseball, football, and music. As we evolve into a more integrated, content-first organization, we are looking for a Head of Content to lead the next era of storytelling, creative execution, and content orchestration across the brand.
GLD is seeking a culturally fluent, highly creative, operationally strong Head of Content to lead our content ecosystem across social, paid, owned, retail, wholesale, partnerships, and brand campaigns.
This role is equal parts:
The ideal candidate is a true “Swiss army knife” and someone who understands how to concept, produce, package, distribute, optimize, and scale content across all major platforms while managing a high-performing creative/content team.
This leader will oversee:
· Sr Social Media
· Art Direction
· Copywriting
· Content Production
· Organic Content Strategy
· Paid Social Content
· Creator/Influencer Content Integration
· Platform Storytelling
· Content Operations & Production
They will partner closely with:
· Integrated Marketing
· Creative
· Performance Marketing
· Licensed Sports & Partnerships
· Wholesale Marketing
· Brand Partnerships
· Influencer/Creator
· E-commerce
· PR & Communications
This role will help shape GLD into a true content engine; one capable of creating culturally relevant stories that drive awareness, engagement, brand heat, and conversion.
Key Responsibilities
Content Strategy & Storytelling
· Lead GLD’s overarching content strategy across all major consumer touchpoints
· Develop platform-native storytelling strategies across:
o Instagram
o TikTok
o YouTube
o Snapchat
o Pinterest
o OTT/TV/Linear
o Emerging platforms
Build content systems that balance:
o brand storytelling,
o cultural relevance,
o product storytelling,
o community engagement,
o and performance marketing objectives
· Translate key cultural moments into scalable content opportunities
· Partner with Integrated Marketing to align content calendars with launches, partnerships, campaigns, retail activations, sports moments, and wholesale initiatives
Creative & Production Leadership
· Oversee end-to-end content production including:
o photoshoots
o video shoots
o social-first capture
o behind-the-scenes content
o creator content
o athlete/influencer shoots
o event coverage
· Ensure all content feels elevated, premium, culturally relevant, and platform-native
· Direct fast-moving real-time content opportunities around:
o sports
o music
o entertainment
o fashion
o creator/influencer moments
· Collaborate with Art Director and Copywriter to ensure a cohesive visual and verbal identity
· Manage production budgets, timelines, workflows, and external production partners/freelancers
Social & Platform Growth
· Lead the evolution of GLD’s social presence; including product-focused and culture-led storytelling
· Understand the nuances of platform algorithms, engagement mechanics, trends, and audience behaviors
· Develop content frameworks optimized for:
o engagement
o discovery
o sharing
o retention
o conversion
· Partner with Performance Marketing to develop content that works across:
o paid social
o new customer/prospecting
o retargeting
o creator whitelisting
o growth campaigns
· Drive experimentation across new formats, emerging platforms, AI-enabled content tools, and evolving consumer behaviors
Licensed Sports, Retail & Partnership Content
· Partner closely with the Licensed Sports & Wholesale Partnerships teams to build scalable content programs around:
o NFL
o NBA
o MLB
o NCAA
o WNBA
o athlete partnerships
o retail activations
o wholesale launches
Develop content strategies supporting key wholesale partners:
o Foot Locker
o Fanatics
o Lids
o Misc key retail partners
Build culturally relevant storytelling around major tentpole moments including:
o Super Bowl
o NBA All-Star
o NFL/NBA Draft
o Coachella
o Rolling Loud
o World Cup
o Festival season
o Key gifting moments: Dad’s/grads, Mother’s Day, V’Day + Holiday
· Ensure retail, partnership, and licensed content feels premium, fashion-forward, and differentiated from traditional sports merchandising
Team Leadership
· Lead and mentor:
o Social Manager
o Creative Producer
o Art Director
o Copywriter
o Freelancers/agencies/production partners
· Build a high-performance, highly collaborative content culture
· Establish content workflows, approval systems, briefing structures, and production processes
· Help evolve the organization from reactive/startup execution into a more strategic, orchestrated content operation
What You Bring
· 8-12+ years of experience in content, creative, social, or brand storytelling roles
· Experience leading content for fashion, streetwear, sportswear, jewelry, lifestyle, music, or culture-driven brands
Deep understanding of: