Senior Director, Content, Social, Creator Marketing

Senior Director, Content, Social, Creator Marketing

United States

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 Tik Tok 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 You Tube 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.

How You Will Make An Impact

• 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…