Director of Influencer Marketing & Social Media, Babylist
$195.1-234.1k
+ Equity and bonus opportunities
More information about location
Online universal baby registry
Be an early applicant
Online universal baby registry
1001+ employees
Be an early applicant
$195.1-234.1k
+ Equity and bonus opportunities
More information about location
1001+ employees
Company mission
To help expecting parents get exactly what they need for the arrival of their new baby.
Role
Who you are
- 10+ years in social media and/or influencer marketing, with meaningful time in a leadership role managing and developing teams
- A demonstrated track record of building or scaling influencer programs that drive measurable results — awareness, conversion, and brand affinity
- Deep fluency in the creator economy: how to structure partnerships, evaluate and tier creators, negotiate contracts, and build relationships that last beyond a single campaign
- Consumer brand experience in a category with strong community dynamics — parenting, lifestyle, health/wellness, or a brand where trust and emotional resonance are core to the value proposition
- Strong editorial and creative instincts — you care about the quality of the content, not just the metrics behind it
- Deep, hands-on familiarity with leading AI tools; a habit of integrating them into daily workflows to drive better outcomes; and the ability to translate what you've learned into practical training for your team
- Equal comfort with brand strategy and performance data: you can write a creative brief and present a channel dashboard in the same meeting
- Clear, confident communicator with senior stakeholders — you know how to tell the story of social impact to a VP, a CFO, or a skeptical cross-functional partner
- Genuine comfort working in an AI-forward environment where technology is part of everyday operations — you embrace tools that unlock capacity and creativity without losing the human at the center
What the job involves
- We're looking for a Director of Social and Influencer Marketing. This role sits at the intersection of brand, community, and content — responsible for upleveling how Babylist shows up across social channels, how we build and sustain creator relationships at scale, and how we translate social attention into trust, advocacy, and measurable business outcomes
- Reporting to the VP, Brand and Media, you will expand on our current social and influencer strategy and manage our social team. This role will lead creator strategy, strengthen community engagement, and continue elevating the quality and impact of our content
- We’re looking for a leader who can sharpen strategic focus, deepen community connection, and raise the bar creatively. You must have strong creative instinct and editorial judgment, paired with the analytical rigor to understand what’s working and scale it
- We expect you to be deeply culturally fluent, ahead of trends, and actively using the latest AI tools to sharpen workflows, fuel creative experimentation, and strengthen analysis
- Own the end-to-end influencer marketing strategy, from building and scaling a creator program across gifted, affiliate, and paid partnerships to relationship management, campaign execution, and measurement
- Establish a clear ROI framework that evaluates influencer investment across the full funnel — with particular attention to how creator content maps to the Babylist audience lifecycle
- Develop Babylist Beverly Hills and NYC as living creator activation platforms — extending the Babylist Experience franchise and deepening celebrity and creator relationships through in-person, content-forward programming
- Serve as a primary steward of Babylist's brand voice across social and influencer channels
- Collaborate with larger brand teams (including editorial, PR/Comms, education, design, branded content) to align social strategy with other internal roadmaps
- Drive community engagement strategies that deepen loyalty and advocacy among expecting and new parents — Babylist's most high-intent audience
- Set and own the KPIs for social and influencer: reach, engagement, earned media value, follower growth, and downstream conversion
- Partner with performance marketing on paid social amplification and attribution
- Translate data into clear, actionable strategy with a consistent test-and-learn cadence
- Set and manage budgets across social and influencer programs, making recommendations to improve ROI and efficiency over time
- Take a leadership role in Babylist’s video content strategy — overseeing short-form and long-form video across social platforms with a focus on differentiated, audience-first storytelling
- Identify opportunities for original video content that builds brand equity, grows owned audiences, and is optimized for platform-specific formats
- Lead, develop, and inspire a team of ~5
- Build a high-performance culture grounded in clarity of ownership, strong feedback loops, and ambitious but achievable goal-setting
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
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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