*Content & Social Media Lead
*
Build Calico's brand from zero. Create content that makes fashion operators stop scrolling and want to learn more. You're a creative executor with a strategic mind, someone who makes great content today and thinks about why it works.

Apply here: https://calico.applytojobs.ca/marketing/48645

ABOUT CALICO AI
Calico is AI built for the operators who bring physical products to life. We harnessed the expertise of the world’s best manufacturing teams into the infrastructure powering the next generation of physical goods. We're a 20-person Series A company working with brands globally.
Fashion is one of the last industries where most of the work still happens over email and spreadsheets. We're changing that. The content opportunity is absolutely massive: a fast-moving industry in the middle of a genuine transformation, and almost nobody is telling that story well yet.

THE ROLE
This is Calico's first marketing hire. There is no playbook, no existing audience, no content calendar. You're building it.
Your job is to make Calico visible to the new paradigm of brands who were born, bred and grown online. You'll create content that educates, entertains, and builds trust across TikTok, Instagram and Linkedin.
But this isn't just an execution role. We're looking for someone who thinks about why content works, understands the audience, and brings ideas to the table, not just output. You'll be working closely with leadership and will have real visibility into how the business operates and how we tell our story to customers.
Creator first. Strategic by nature. Hungry to grow.

WHAT YOU'LL DO
Own Calico's social presence across TikTok, Instagram and Linkedin, building from zero to a consistent, recognizable brand voice
Create short-form video content with an aesthetic eye that resonates with fashion operators. The business side of fashion, what AI is actually changing, data trends and takes that educate and engage
Build and execute a content calendar that keeps Calico present in the fashion tech conversation week over week
Be our product evangelist. Get to know Calico well enough to demo it, explain it, and get people genuinely excited. Some of the best content will come from showing the product in action
Support the leadership team with content, helping translate their expertise into posts, threads, and videos that build credibility
Contribute to sales and marketing collateral when enterprise conversations need supporting material: short reels, one-pagers, messaging, email copy
Bring ideas and strategy to the table, not just execution. You understand the audience, track what's working, and have a point of view on what we should be doing next
Stay plugged into fashion industry trends, TikTok culture, and what's resonating in AI & Tech

WHO YOU ARE
A creator first. You have a portfolio of content you've made that got traction
Comfortable shooting, editing, and posting without a production team behind you
Genuinely curious about fashion, AI and beyond. You find the industry fascinating and can speak credibly to the people in it
Strategically minded. You think about why content works, not just how to make it. You understand audiences, not just algorithms
Hungry and flexible. This role will evolve and you want it to. You're comfortable with ambiguity and thrive when you have real ownership
A strong writer. Captions, hooks, short copy, and the occasional one-pager all come naturally
A self-starter who can operate independently and figure things out without being told how
2 to 4 years of experience in content creation, social media, or marketing. Startup experience a strong plus

BONUS POINTS
Background in fashion, apparel, retail, or supply chain. Or a genuine obsession with the industry
Experience supporting a founder's personal brand on LinkedIn or social
Some exposure to B2B marketing or enterprise audiences
Familiarity with AI tools for content creation and ideation
You've had to figure things out without a playbook before and you liked it

WHAT WE OFFER
Real ownership. This is Calico's first marketing hire, you're building the function from scratch
Visibility. You'll work closely with the leadership team and have a front-row seat to how an AI startup operates and sells
A genuinely interesting problem in a massive, underserved industry
A collaborative, low-ego team of 20 people who move fast and care about the work
Competitive salary and equity
Toronto-based with hybrid flexibility

HOW TO APPLY
Send us your portfolio and resume here. Content you've made that you're proud of, whether for a brand or your own channels. We care far more about what you've built than where you went to school. A short note on why Calico and why now goes a long way.