Senior Director of Content, Social & Creator Marketing, Babylist
$212.7-283.7k
+ Target 25% annual bonus and competitive equity
ChatGPT
Senior and Expert level
Remote from US
More information about location
Online universal baby registry
Open for applications
Online universal baby registry
1001+ employees
B2CMarketplaceConsumer GoodseCommerce
Open for applications
$212.7-283.7k
+ Target 25% annual bonus and competitive equity
ChatGPT
Senior and Expert level
Remote from US
More information about location
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 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 KPI’s and continually test and iterate
- You've led editorial and commercial content living side by side and know how to protect editorial trust while still making sponsored content genuinely good
- You think in community, not just channels. You know how to turn people who already love a product into the people who make content about it across a series of topics that matter to the audience
- You can run a multi-format content team — written, video, audio, social — and know when a story belongs in which format and work to share learnings across formats and channels to maximize efficacy
- You have led social teams that build content from the bottom of the funnel up - you seed content through organic and know when to amplify it with paid and update the format to move it up the funnel to create consideration across addressable channels like YouTube and addressable TV
- You are outcome driven - you will establish frameworks to ensure we know what is actually working and understand how to measure success across channel KPI’s and how to understand the funnel and impact to performance metrics
- 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
What the job involves
- 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
- Own Babylist's editorial and branded content, brand social presence, creator and influencer marketing, community program, and podcasts
- Establish our showrooms as a hub for brand and user content leveraging our in house studio in the NYC showroom
- Build Babylist's affiliate creator and influencer program from the ground up: recruitment, program mechanics, and the content frameworks that make it scale
- Lead the team directly responsible for execution: Director, Social, Community & Creators; Senior Manager, Editorial Content; Senior Manager, Branded Content; and the Podcast Producer
- Own social-native video as Babylist's highest-frequency, highest-performing content format, while partnering with Brand Strategy & Creative Studio on where brand-level video lives instead
- Set the standard for how editorial integrity and sponsored content coexist on the same team — through process and disclosure, not separate fiefdoms
- Partner with Integrated Marketing leads on content needs for major go-to-market moments, and with Brand Strategy & Creative Studio on the handshake between campaign creative and channel content
- You understand culture and the role of establishing a content calendar with tentpole moments and when to hijack culture when a moment where we have the right to win plays out
- You will build on the content foundations and establish more efficiency and cross channel collaboration. You will set the operating model and drive comprehension and collaboration across teams
- You will streamline creative production and refine our approach to what we build versus where we partner
- You report directly to the CMO, with real ownership over the channels expectant and new parents actually spend time in
- Babylist's community is an underused asset. Millions of families already creating content about their experience, with no infrastructure yet to turn that into a real program. You'd be the one who builds it
- Video and creator marketing are the two highest-leverage growth levers in the current plan and you are inventing Babylist's playbook to do this work
- AI is part of how we work, not a side experiment. You'll have leading tools like Claude and ChatGPT from day one, with no waiting on access, so the busywork gets handled and your judgment goes where it counts
Application process
- Recorded Interviews. Babylist uses an interview recording tool to record and transcribe interviews for evaluation purposes in accordance with applicable privacy laws. By participating in an interview, you consent to this recording and transcription
- Interview Integrity. AI is part of how we work at Babylist. We expect you to use it too. Your application and interviews should still reflect you and your own thinking. We'll tell you when AI is encouraged. Misrepresentation at any stage may result in removal from consideration for this and future roles
- How We Review Applications We use AI throughout our hiring process to help review, screen, and assess applications. These tools support our team's review; they do not replace it, and every hiring decision is made by a person
- Connections at Babylist. If you have a family member or close personal relationship with a current Babylist employee, please let your recruiter know. This helps us keep our process fair and transparent for everyone
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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