Head of Content

The Head of Content will own the end-to-end content strategy and execution for Toastique across all channels, including social media, web, email, paid media creative, in-store storytelling, and franchisee marketing assets. This role will drive brand storytelling, content innovation, and build scalable content systems that drive awareness, engagement, and sales across national and local markets. This role requires both big-picture brand vision and hands-on —ideal for someone who can think like a brand builder while also executing like a creator.

The Head of Content will work at the Union Market Office (325 Morse St NE) 2-4 days a week once fully onboarded.

Responsibilities:

• Content Capture and Production

  • Personally shoot and edit short-form video daily for Meta reels, TikTok, LinkedIn, and YouTube Shorts

  • Produce on-brand photo and video for campaigns, launches, partnerships, and seasonal initiatives

  • Turn around polished edits at the speed social demands, with consistent attention to deadlines and delivery

  • Maintain an organized library of raw and finished assets for the wider team, franchisees, and media partners.

• Brand and Content Strategy

  • Lead Toastique’s overall content strategy across digital, social, in-store, and franchise channels

  • Develop and execute Toastique’s national content and social media strategy

  • Build seasonal, quarterly and annual content roadmaps aligned with marketing campaigns and business objectives

  • Identify platform trends, emerging formats, and opportunities for innovation

  • Own social KPIs including engagement, follower growth, reach, impressions, saves, shares, and conversion-driving metrics

• Content Direction & Creative Leadership

  • Lead the creative direction for all social content

  • Oversee content planning, scripting, storytelling, and platform optimization

  • Ensure Toastique maintains a premium, elevated, and instantly recognizable visual identity

  • Develop viral-first and trend-informed content strategies

  • Lead photo/video production for campaigns, launches, partnerships, and seasonal initiatives

• Campaign and Product Storytelling

  • Lead content development for national LTOs, seasonal campaigns, and product launches

  • Partner with marketing, operations, and culinary teams to translate menu innovation into compelling storytelling

  • Create integrated content rollouts that support both in-store sales and digital engagement

• Performance & Analytics

  • Analyze social performance data and translate insights into action

  • Deliver monthly reporting and strategic recommendations

  • Optimize based on platform trends and audience behavior

• Franchisee Content Enablement

  • Create scalable content toolkits for franchisees (templates, reels, captions, launch kits)

  • Ensure local execution is easy, effective, and brand-consistent

  • Support franchise marketing needs with localized storytelling strategies

Qualifications

• 6+ years of content, social media, or brand marketing leadership roles experience (food, beverage, hospitality, or lifestyle preferred)

• Proven experience leading content strategy for multi-location brands

• Strong creative portfolio demonstrating storytelling across short-form video, social, and digital campaigns

• Strong creative portfolio of short- form video and photography you personally shot and edited.

• Strong understanding of social analytics and performance optimization

• Exceptional creative instincts and visual storytelling ability

• Strong copywriting and brand voice development skills

• Experience leading teams and cross-functional collaboration

• Paid social knowledge

• Experience scaling social systems across distributed business models

• Strong analytical skills with the ability to connect content to business outcomes

• Proficiency in either DaVinci, Adobe Creative Suite, CapCut, and Canva.