The Role
This is not a remote job. The best marketing content for Staunch will be made inside the store, at NB community events, on game days, and in the field. The right candidate is physically present — hat on head, phone in hand — creating content that makes people want to walk in the door.
You will own Staunch's entire marketing presence: social media, email, Google, paid advertising, events, and community relationships. You report to the Chairman and work alongside a small, scrappy executive team that moves fast and expects the same.
What You Own
Social Media — Instagram, TikTok, Facebook
Content calendar: Plan and execute a minimum of 3 posts per week across all platforms. Consistency over production value — showing up every week matters more than a perfect quarterly campaign.
Content creation: You create the content. That means you shoot it, edit it, and post it. You write the captions. You respond to comments and DMs within 24 hours. You use every platform feature — Reels, Stories, UGC reposts, polls, and collabs.
Brand voice: Every post sounds and looks like Staunch. Texas outdoor lifestyle, western heritage, collegiate pride, craftsmanship. Not generic boutique, not streetwear, not trend-chasing. Our voice is specific and you learn it fast.
Content mix: 40% product, 30% lifestyle and in-store, 20% behind the scenes, 10% promotional. You build the calendar around the events that matter: fall collegiate game days, Wurstfest, custom order season, new arrivals.
Email Marketing — Klaviyo
List building: Work with the floor team to capture an email address at every transaction. Track the weekly capture rate. Build the list from zero to 2,000+ in year one.
Email program: Send a monthly newsletter. Build and maintain automated flows: welcome series, abandoned cart, post-purchase follow-up. These run in the background and generate revenue without ongoing effort once they're built.
Segmentation: Separate retail from wholesale contacts. Segment by collegiate school preference when captured. Build campaign lists for seasonal pushes (game day, Christmas, graduation).
Google Business & SEO
Google Business: The listing is fully complete, always current, and actively managed. Hours, photos, posts, products, and responses to every review. This is the single highest-ROI marketing action available and it costs nothing.
Google Posts: One post per week minimum. New arrivals, events, promotions. Google Posts appear directly in search results — most retailers ignore this entirely.
Shopify & online store: Product listings are clean, current, and optimized. Hero images are consistent. Collection pages make sense for a first-time visitor. You work with Cali to ensure the digital storefront reflects the physical store.
Paid Advertising — Meta & Google
Meta (Facebook/Instagram): Run and optimize paid campaigns with a monthly budget starting at $500–$1,000/month. Targeting: New Braunfels plus 30-mile radius, interest targeting for western wear, collegiate sports, outdoor lifestyle. Track ROAS weekly.
Google Search/Shopping: Launch Google Search and Shopping ads once the Shopify catalog is clean. Target high-intent keywords: custom collegiate hats Texas, western lifestyle hats New Braunfels, Whataburger hats. Target 3x ROAS before scaling.
You are not expected to be a paid ads expert on day one: You are expected to learn fast, track everything, and make data-driven decisions about where to spend the budget.
Community & Events
NB presence: Staunch should be visible in the New Braunfels community. You identify and participate in local events, Chamber functions, and NBYC programming. You know the community because you live in it.
Collegiate game day calendar: Map every major Texas college football game. The week before: post featuring that school's licensed product. Game day: post people wearing Staunch. Use school hashtags. This is the highest-organic-reach window of the entire year.
Wurstfest (November): The largest annual event in New Braunfels. You plan the Staunch presence — in-store, social, and if appropriate, an event activation. Planning starts in September.
Influencer & ambassador program: Identify 3–5 Texas-based micro-influencers in hunting, fishing, western lifestyle, or college sports. Manage product gifting relationships and track performance.
Reporting & Analytics
Weekly KPI entry: You enter the marketing metrics into the weekly scorecard every Monday: social posts published, email list size, email open rate, new subscribers, Instagram engagement, paid ad ROAS.
Monthly recap: One-page monthly marketing summary to Gary: what we did, what worked, what didn't, what next month looks like.
Content calendar: Always published two weeks in advance. Never scrambling the night before a post.
What This Role Does Not Own
Clear lanes
Custom order operations and wholesale are owned by the director of . Product buying decisions are owned by Taylor. Brand direction and design are owned by Eric . This role executes the marketing program — it does not set the product strategy, manage vendor relationships, or make buying decisions.
What Success Looks Like
30 days
Content calendar live and executing 3x per week. Google Business fully optimized. Klaviyo set up and integrated with Shopify. Email capture happening at POS. First paid Meta ad running.
60 days
Email list at 200+ subscribers. Instagram engagement rate above 4%. First collegiate game day campaign executed. Google Business reviews responded to, new posts weekly. Paid ads at or approaching 2x ROAS.
90 days
Email list at 500+. Monthly newsletter sent. Automated email flows live. Paid ads at 3x ROAS or better. Content calendar built through November including Wurstfest. Influencer program launched with 2–3 partners.
6 months
Email list at 1,000+. Paid social ROAS consistently 3x+. Google Search ads live. Monthly marketing recap delivered without being asked. Gary can point to specific revenue that marketing drove.
1 year
Email list at 2,000+. Marketing is a measurable revenue driver, not a cost center. The Staunch social presence is something the NB community talks about. Compensation reviewed against results.
Who We Are Looking For
The right candidate does not need a marketing degree or an agency background. They need to be someone who already creates content for themselves, genuinely loves the western Texas lifestyle aesthetic, knows New Braunfels, and can learn the tools fast enough to execute from week one.
You are a content creator first: You shoot your own photos and videos. You know what makes a Reel perform versus what gets scrolled past. You have opinions about captions. You understand that authentic beats polished in this category.
You are local and embedded: You live within 30 minutes of downtown New Braunfels. You attend NB events. You have a feel for the community because you are part of it. You know the difference between a tourist who just came off the Comal and a local who shops here every season.
You are organized and self-directed: The content calendar is always two weeks ahead. The weekly report is submitted Monday without a reminder. When something isn't working, you identify it and bring a solution — not just the problem.
You know the brand before you walk in: You have looked at the Staunch Instagram before the interview. You have an opinion about what's working and what could be better. You walk in wearing something that belongs in the same world as our product.
You are energetic about the category: Collegiate sports, western lifestyle, outdoor Texas culture. This is not a brand you have to pretend to care about. You are already the customer.
Tools you should know or learn fast: Instagram, TikTok, Facebook, Klaviyo (or similar email platform), Canva or Adobe, Google Business, basic Shopify management, Meta Ads Manager. If you don't know some of these yet, tell us — but be honest about the learning curve.
How to Apply
What we need from you — no exceptions
Send us: (1) a link to your personal Instagram and/or TikTok account, (2) two or three examples of content you have created for a brand, event, or organization — even if it was unpaid or informal, and (3) two sentences on why you think you understand the Staunch customer. Applications without a social handle and content examples will not be reviewed.
Pay: $56,000.00 - $62,000.00 per year
Benefits:
- Dental insurance
- Health insurance
- Paid time off
Work Location: In person
