Fractional Creative Director

The Baby Academy is hiring a commercially minded Fractional Creative Director to set creative direction and elevate performance-aware creative across channels in a lean, AI-forward model.

• Own development of high-level creative concepts across paid media, social, web, email, brand campaigns, partnerships
  , and other customer touchpoints
• Translate business goals, customer insights, cultural observations
  , and brand strategy into distinctive creative ideas
• Define creative territories, campaign concepts, visual approaches, and testing hypotheses that the Production Designer can extend efficiently
• Continuously uncover new creative opportunities instead of relying only on assigned briefs or predetermined requests
• Help set the standard for what “great creative” looks like and raise the quality bar across the organization
• Apply evolving brand strategy and visual identity to ensure work is distinctive, consistent
  , and adapted to each channel and objective
• Partner with growth, paid media
  , and agency teams to understand creative performance patterns in what wins and what under performs
• Turn performance insights into new creative hypotheses, structured iterations, and repeatable tests
• Operate with a dual mindset:
  brand-building and commercial discipline
  , balancing emotional resonance, clarity, differentiation, and measurable results
• Stay close to customer feedback, social comments, organic content performance, competitive activity, and emerging cultural signals
• Contribute to a repeatable creative testing approach that increases organizational learning speed
• Provide clear, high-quality creative direction to the Production Designer and creative partners, while staying hands-on to develop, build, refine, or prototype personally when needed
• Convert concepts into actionable briefs, references, design systems, and feedback to enable fast, high-quality execution
• Review and refine creative output to ensure a consistently high standard before launch
• Create an effective division of labor so senior time stays focused on ideas, judgment, direction, and quality, while production handles adaptation, versioning, resizing, and executional volume
• Guide creative across Meta, display, email, presentations, landing pages, web assets, social content
  , partner materials, and future formats
• Partner with marketing leadership plus audience growth, lifecycle, content, clinical
  , and external agency teams to align creative with broader strategy
• Use AI across ideation, concept exploration, visual development, production, iteration, and workflow design
• Evaluate new AI tools and creative technologies that can materially improve quality, speed, or range
• Develop workflows that let a lean internal team produce work that would otherwise require more time, budget, or external production
• Proactively introduce the team to new capabilities and methods rather than waiting for the organization to prescribe them
• Use AI to raise the ceiling of creative quality, not only to automate lower-value tasks or replicate the same work
• Bring the evolving brand strategy and visual identity to life across day-to-day marketing execution
• Ensure brand coherence across paid media, social, email, website, landing pages, presentations, partnerships, and other customer-facing experiences
• Protect consistency while avoiding guidelines that become creatively restrictive or repetitive
• Identify where customer-facing experiences can be improved visually and recommend solutions
• Collaborate with external brand/creative agencies when appropriate, translating strategic brand work into practical internal systems and execution

• Significant experience operating at Creative Director level
  , including owning creative direction, leading major concepts and campaigns, and raising creative standards
• 8+ years of progressive creative experience, ideally including senior Creative Director or equivalent leadership in an agency or consumer brand environment
• A portfolio showing ownership of creative ideas, campaigns,
  brand systems
  , and direction of other creative talent (not just individual execution)
• Strong understanding of digital and performance creative
  , including channel adaptation for paid social, web, email, display, and other touchpoints
• A performance-creative mindset: excitement about learning what performs, why it performs, and how that shapes the next idea or test
• Fluency with AI-enabled creative tools and a track record of using technology to improve quality, capability, or efficiency
• Experience directing…