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Babylist is seeking a Senior Director of Brand Strategy & Creative Studio to lead the evolution of its brand system and creative output. This is a new role reporting directly to the CMO, responsible for building the architecture that protects brand trust while enabling rapid, on-brand execution across the organization.
You will own Babylist's brand positioning, visual identity system, and long-term brand architecture—serving as the foundational point of view that other functions reference. The role encompasses leading the creative studio (design, photography, brand film, high-production video), developing campaign concepts for major brand moments, and establishing systems that empower marketers and designers to ship independently without gatekeeping.
Key responsibilities include: architecting a scalable, AI-enabled brand system that balances consistency with autonomy; leading creative production across photography, video, and design; partnering with Product Design to integrate the visual system into the app and web experience; owning campaign strategy from conception through multi-channel execution; and running partnership marketing programs (retail activations, brand partnerships, sponsored content) that maintain brand integrity while supporting commercial objectives.
You'll work cross-functionally with marketing, product design, content, and corporate communications teams. The mandate is to close Babylist's awareness gap (currently at 15% aided awareness with 75+ NPS) through increased demand generation and paid media, requiring creative direction that drives new customer acquisition and deepens engagement with existing customers.
The ideal candidate has built and scaled brand systems (not just visual guidelines), thinks in integrated campaigns across channels, leads creative production directly, and has experience running partner/co-marketing programs. You're comfortable with AI as a daily tool and bring a consultative, collaborative approach to cross-functional partnerships.
