Senior Director, Content, Social, Creator Marketing

What the Role Is

Babylist's brand carries the emotional weight of one of the biggest transitions in a person's life and Babylist's community is already talking about their experience by creating content and sharing it. We have already built a strong foundation across social and are already the number one baby brand on Tik Tok. At the same time, we have not turned our content into real programs yet. This is a new role, reporting directly to the CMO, that owns editorial, social, creator and influencer marketing, community, branded content, and Babylist's podcasts. This role will lead the full range of channels where content actually reaches expectant and new parents and the community around them. You'll lead a team already doing strong work in pieces, and your job is to give it a point of view and a growth plan. This is a builder's job: Babylist sits at 15% aided brand awareness with over 75 NPS. We are loved by many but have real headroom to close the awareness gap, and that's the mandate. To do this, we will be investing more in demand generation content with paid media to reach the right audiences. This role will shape the creative direction, messaging, outcomes and learning for this work. Babylist's community is already talking about their experience — creating content, sharing it, trusting each other's voices more than any ad. Nobody owns turning that into a real program yet. The work will be structured around Marketing’s role in driving new customer acquisition and unlocking more value from the customers we already have.

Who You Are

• You've built a creator or influencer program from close to zero — the affiliate mechanics, the relationships, the content frameworks and not just managed one that already existed.
• You know social-native video as a craft. You understand why a 90-second TikTok and a brand film are different disciplines, and can lead both without flattening either. You get channel specificity and how to set outcome driven