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Babylist is seeking a Senior Director of Content, Social, and Creator Marketing to lead a newly consolidated function reporting directly to the CMO. This is a builder's role: you'll own editorial, social, creator and influencer marketing, community programs, branded content, and podcasts—turning Babylist's already-strong organic community engagement into structured, scalable programs.
Babylist is the #1 baby brand on TikTok with 75% NPS but only 15% aided brand awareness. Your mandate is to close that awareness gap through demand-generation content paired with paid media, while protecting editorial integrity and leveraging the community's authentic voices.
You will lead a team of four direct reports (Director of Social, Community & Creators; Senior Manager of Editorial Content; Senior Manager of Branded Content; Podcast Producer) and establish the operating model for how editorial and sponsored content coexist. Key responsibilities include: building an affiliate creator/influencer program from the ground up; owning social-native video as the highest-frequency format; establishing the NYC showroom as a content hub; setting KPIs and measurement frameworks across channels; and partnering with Brand Strategy and Integrated Marketing on major go-to-market moments.
You bring 10+ years of experience building (not just managing) creator programs, deep expertise in social-native video as a distinct craft, and a track record leading multi-format content teams (written, video, audio, social). You understand community-first thinking, funnel-based content seeding, and how to measure impact across channel KPIs and performance metrics. You're outcome-driven, naturally incorporate AI into your workflow, and can balance cultural moments with strategic planning.
