Senior Director of Brand Strategy & Creative Studio, Babylist
$212.7-283.7k
+ target 25% annual bonus and competitive equity
Senior and Expert level
Remote from US
Online universal baby registry
Be an early applicant
Online universal baby registry
1001+ employees
B2CMarketplaceConsumer GoodseCommerce
Be an early applicant
$212.7-283.7k
+ target 25% annual bonus and competitive equity
Senior and Expert level
Remote from US
1001+ employees
B2CMarketplaceConsumer GoodseCommerce
Company mission
To help expecting parents get exactly what they need for the arrival of their new baby.
Role
Who you are
- You've built and scaled a brand system, not just a brand look. You know the difference between a style guide that sits in a drive and one people actually are able to use. You have excellent taste and appreciate the role that the brand system plays in winning with our customers and differentiating our brand in the marketplace
- You think in campaigns, not just assets. You understand who we want to win with and can deliver the big idea that anchors a major brand moment and carry it across channels without losing the thread. You think in terms of tentpole moments and have experience in defining a cultural calendar that puts brands into culture
- You lead creative production directly including photography, brand film, high-production video and know how to get expensive-feeling work out of a lean team. You will invest in building partnerships with external partners that become trusted collaborators in how we build content that tells our story
- You build systems, not gates. You'd rather turn the brand book into something AI-enabled and self-serve than personally approve every asset that ships, and you know how to build the guardrails that make that safe. We need to increase capacity and ship at pace while protecting our very trusted human voice and expertise. This will require someone who is a partner across marketing, product designand the company. You have a track record of collaborating with other teams, bringing curiosity to conversations with product and marketing teams and take a consultative approach. This includes building systems that will consider how photos, video, still and dynamic content will flow into a product design system and customer experience to deliver a cohesive brand experience
- You build systems, not gates. You'd rather turn the brand book into something AI-enabled and self-service than personally approve every asset that ships, and you know how to build the guardrails that make that safe. You champion codifying the brand visual system - illustration, photography, motion, etc - into the product design system, so consistency holds across the full funnel and brand and product sharpen each other instead of drifting apart. You build the mechanisms needed to increase capacity and ship at pace while protecting our very trusted human voice and expertise end-to-end across our customer’s journey. You have a track record of collaborating with other teams, bringing curiosity to conversations with partners in and outside of marketing and taking a consultative approach
- You've run a partner or co-marketing program including retail activations, brand partnerships, sponsored content and know how to protect brand integrity while making commercial partners feel the work is genuinely good. You can support reporting results and bring the gravitas to executive meetings with partners that will inspire deeper partnerships
- You naturally reach for AI in your work. At Babylist, every team uses AI daily. You're already using it to move faster and improve your output, and you stay curious about what's coming next
- You're building the function from a strong brand foundation but at a moment when our ambitions are bigger and demand generation will have real investment. Brand strategy at Babylist is something that will have a bigger remit in our evolution and this is an opportunity to set the scope up with ambition and create something that fuels our next chapter of growth
- You report directly to the CMO, with a direct hand in how millions of families experience Babylist at one of the most emotional moments of their lives
- Babylist has real brand love and real headroom with 15% aided awareness with a business that already works. You're not finding a market; you're building the story for one Babylist already owns
- You'll own the shift from manual brand gatekeeping to an AI-enabled system that scales a genuinely new kind of brand leadership, not a retread of the old creative director job
What the job involves
- Babylist's brand carries the emotional weight of one of the biggest transitions in a person's life and this role will lead the system that protects and builds trust with our audience
- This is a new role, reporting directly to the CMO, that gives Babylist's brand an architecture for the future as we continue to expand the role we play in our customer’s lives
- This role will lead positioning, visual identity, and creative output, and builds the system that lets marketers, designers and others ship on-brand without waiting on a gatekeeper
- You'll lead the creative studio, campaign concepting, video center of excellence and run Partnership Marketing to support our sales team and the commercial side of brand partnerships
- 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
- The work will be structured around Marketing’s role in driving new customer acquisition and unlocking more value from the customers we already have
- Own Babylist's brand positioning, visual identity system, and long-term brand architecture — the point of view every other function borrows from
- Lead the creative studio: design across brand, campaign, digital, and photography direction; brand film and high-production video
- Partner with the Product Design team who is key partner and drives how the visual design system is utilized across our most important customer surfaces including the app and our .com experience
- Own campaign concepting for Babylist's biggest brand moments, from idea to execution across every channel. Partner with your peer and their team on the Content Team that will create and execute owned social, editorial, influencer and community as well as with the head of Corporate Communications & Experiential (which oversees our showrooms in NY & LA)
- Define the handshake between creative studio and content teams alongside the Sr. Director, Content, Social & Creator Marketing and do not just follow one that's handed to you
- Partner with engineering to turn the brand book into a living , AI-accessible system or a brand brain that lets marketers and product designers across the company check their own work against the standard and ship without a manual approval queue. And ensure there is an approach to maintaining the brain and feeding it learnings
- Lead Partnership Marketing: brand partner co-marketing, retail activations, and branded content sponsorships, with a director reporting directly to you
Our take
Since its 2011 launch, Babylist has grown into one of the most highly rated baby registries in the US. The difference it offers is that it allows users to include products from any store in their registries. On top of this, the company’s model also focuses heavily on creating informational content, which allows it to generate ad revenue while building customer loyalty.
Originally scaled with fairly low venture funding, Babylist claims half of new parents in the US now use its services. This, given that the baby products industry is worth close to $90 billion, shows the company's immense growth and speaks to the impact it has made in the space.
Babylist has seen strong funding in the past, which has fuelled projects such as the launch of virtual showrooms and further expanded the company's presence. The company acquired Expectful, a health and wellness tool, in 2023 with the long-term vision of combining the two companies into a larger health and wellness media property that can help people navigate all aspects of parenthood from fertility to diapers.
Steph
Company Specialist at Welcome to the Jungle
Insights
Led by a woman
Top investors
67% employee growth in 12 months
Company
Funding (1 round)
Nov 2021
$40m
SERIES C
Total funding: $40m
Company benefits
- HAPPIER WEEKENDS – We work to live, not live to work. That means we generally don’t work nights or weekends, and we offer 10 paid holidays throughout the year, in addition to your paid time off.
- PAID TIME OFF THAT WORKS FOR YOU – Life is unpredictable. Use your time off for what you need, whether that’s a vacation, family event or a day to unplug.
- PARENTAL LEAVE – We offer a flexible, 12-week paid parental leave policy.
- FLEXIBLE BENEFITS – Choose from benefits that support your working style, whether that's remote, in the office or something in between.
- HEALTH & WELLNESS – Wellness benefits include 100% paid coverage for medical, vision and dental for full-time employees.
- BABYLIST STORE DISCOUNT – All full-time employees receive a generous Babylist Store discount.
Company HQ
Emeryville, CA
Leadership
Natalie Gordon
(Founder & CEO)Former Software Engineer at Amazon. Initially founded Babylist as a side project and has since taken the company to a market leading status.
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