Director, Social & Creator Marketing

Babylist is the leading platform for expecting and new families. More than 10 million people shop with Babylist every year, making it the go-to destination for seamless purchasing, guidance, and expert recommendations. As a modern, AI-forward tech company, Babylist has expanded from a universal registry into a full ecosystem — the Babylist Shop, Babylist Health, Babylist Money, NYC and LA showrooms, branded content, and more — generating $750M in revenue in 2025. Building the generational brand in baby, Babylist is reshaping the $235B kids and baby market and helping parents feel confident, connected, and cared for at every step.

Babylist is remote-first with team members across the U.S. and Canada who move fast, think smart, and use AI as part of how they work every day — not as an experiment, as an expectation. We come together twice a year to build the relationships behind the work, and we hire people who are genuinely excited about what's possible and prove it through how they show up.

This role is remote and open to candidates based on the East Coast (Boston to DC) or in the Los Angeles area. While the day-to-day work is remote, proximity to our key hubs matters for this role — you'll need to be available during Eastern or Pacific business hours and able to travel occasionally for in-person collaboration.

We're looking for a Director, Social & Creator Marketing. This role sits at the intersection of brand, community, and content — responsible for upleveling how Babylist shows up across social channels, how we build and sustain creator relationships at scale, and how we translate social attention into trust, advocacy, and measurable business outcomes. Reporting to the VP, Brand and Media, you will expand on our current social and influencer strategy and manage our social team. This role will lead creator strategy, strengthen community engagement, and continue elevating the quality and impact of our content.

We’re looking for a leader who can sharpen strategic focus, deepen community connection, and raise the bar creatively. You must have strong creative instinct and editorial judgment, paired with the analytical rigor to understand what’s working and scale it. We expect you to be deeply culturally fluent, ahead of trends, and actively using the latest AI tools to sharpen workflows, fuel creative experimentation, and strengthen analysis.

• 10+ years in social media and/or influencer marketing, with meaningful time in a leadership role managing and developing teams
• A demonstrated track record of building or scaling influencer programs that drive measurable results — awareness, conversion, and brand affinity
• Deep fluency in the creator economy: how to structure partnerships, evaluate and tier creators, negotiate contracts, and build relationships that last beyond a single campaign
• Consumer brand experience in a category with strong community dynamics — parenting, lifestyle, health/wellness, or a brand where trust and emotional resonance are core to the value proposition
• Strong editorial and creative instincts — you care about the quality of the content, not just the metrics behind it
• Deep, hands-on familiarity with leading AI tools; a habit of integrating them into daily workflows to drive better outcomes; and the ability to translate what you've learned into practical training for your team.
• Equal comfort with brand strategy and performance data: you can write a creative brief and present a channel dashboard in the same meeting
• Clear, confident communicator with senior stakeholders — you know how to tell the story of social impact to a VP, a CFO, or a skeptical cross-functional partner
• You're genuinely excited about what AI can do - not just as a concept, but as something you want to get your hands on. At Babylist, every team uses AI daily, and we're looking for people who lean in.

• Own the end-to-end influencer marketing strategy, from building and scaling a creator program across gifted, affiliate, and paid partnerships to relationship management, campaign execution, and measurement
• Establish a clear ROI framework that evaluates influencer investment across the full funnel — with particular attention to how creator content maps to the Babylist audience lifecycle. 
• Develop Babylist Beverly Hills and NYC as living creator activation platforms — extending the Babylist Experience franchise and deepening celebrity and creator relationships through in-person, content-forward programming
• Serve as a primary steward of Babylist's brand voice across social and influencer channels
• Collaborate with larger brand teams (including editorial, PR/Comms, education, design, branded content) to align social strategy with other internal roadmaps
• Drive community engagement strategies that deepen loyalty and advocacy among expecting and new parents — Babylist's most high-intent audience
• Set and own the KPIs for social and influencer: reach, engagement, earned media value, follower growth, and downstream conversion
• Partner with performance marketing on paid social amplification and attribution
• Translate data into clear, actionable strategy with a consistent test-and-learn cadence
• Set and manage budgets across social and influencer programs, making recommendations to improve ROI and efficiency over time.
• Take a leadership role in Babylist’s video content strategy — overseeing short-form and long-form video across social platforms with a focus on differentiated, audience-first storytelling.
• Identify opportunities for original video content that builds brand equity, grows owned audiences, and is optimized for platform-specific formats.
• Lead, develop, and inspire a team of ~5
• Build a high-performance culture grounded in clarity of ownership, strong feedback loops, and ambitious but achievable goal-setting

• We work with focus and intention, then step away to recharge
• We believe in exceptional management and invest in tools and opportunities to connect with colleagues
• We build products that positively impact millions of people's lives
• AI is intentionally embedded in how we work, create, and scale—supporting innovation and impact

• Competitive pay and meaningful opportunities for career advancement
• We believe technology and data can solve hard problems
• We're committed to career progression and performance-based advancement

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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.

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