Bobbie
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About Bobbie
Bobbie is creating a parenting culture of confidence, not comparison. And it starts with how we choose to feed our babies. We crafted our European style infant formula with purposefully sourced, organic ingredients to give parents a product they are proud to feed their babies, direct to their doorstep. Bobbie is proud to be the only US formula that is designed to meet both FDA and EU standards.
Although 83% of parents turn to formula in the first year of their baby’s life, this is the silent majority that is often shamed for not being able to exclusively breastfeed. Co-founded by two moms and created by a team of mom scientists, nutritionists, pediatricians, and lactation consultants, the Bobbie team knows first hand that there is no one size fits all for feeding. With Bobbie, we hope you can Bottle Boldly.
The Role
As the Director of Innovation and Product Marketing, you will be responsible for driving revenue growth by shaping the product vision, defining product positioning, for new and existing products. This role identifies market opportunities that align with Bobbie’s brand, partners cross functionally to drive to successful product launches, and ensures alignment between product development (R&D), Brand, Commercial, and Operations teams to maximize adoption and ROI.
What you will accomplish:
Lead Innovation & Renovation Strategy
- Innovation Roadmap: Drive the ideation and design of new products, features, or business models by analyzing market trends and customer insights to guide the product roadmap
- Product Evolution: Analyze market trends, consumer insights, and competitive data to identify opportunities to renovate, refresh, or reposition existing product lines
- Portfolio Management: Manage the product life cycle from concept to launch, ensuring that product enhancements are strategic and profitable and fit well within the existing portfolio of Bobbie’s products
- Bobbie Labs: Help establish, and build equity for Bobbie Labs as a center of excellence and validation for nutrition. Owning strategic marketing and co-leading positioning, output and partnerships alongside R&D
- Business Cases: Develop product briefs, including financial models, ROI analyses, and business cases for new innovations and renovation projects within the Stage Gate process
- Concept Validation: Lead product research, including "voice of the customer" studies and prototyping, to validate new concepts
Product Messaging & Marketing
- Strategic Positioning: Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate products in the market
- Narrative Ownership: Own the brief guiding the creation and integration of compelling product messaging, naming, and positioning to maximize market appeal in collaboration with Brand and Commercial teams.
- Value Proposition: Define the core value drivers and differentiators for the product portfolio.
- Sales Enablement: Support the development of sales materials, case studies, and presentations to enable the Commercial teams to effectively communicate the product's value.
Team Leadership, Collaboration & Performance
- Cross-Functional Leadership: Lead cross-functional teams, including R&D, Brand, Commercial, Operations, and Customer Experience teams to ensure seamless execution of product strategy
- Mentorship: Build, manage, mentor, and lead high-performing project teams
- Executive Liaison: Act as the primary liaison between Product and executive leadership, presenting innovation/renovation strategies and performance metrics
- Champion Product Partnerships: Cultivate & own relationships with external product partners to ensure efficient and effective progress towards shared KPIs
- Performance Metrics: Define KPIs for product innovation/renovation, performance, adoption rates, and revenue impact.
What we would like you to have:
- 8-10+ years of experience in product marketing, innovation, or brand management within CPG, ideally in food or nutrition; experience in infant, toddler or maternal health is a plus.
- 3+ years leading or managing cross-functional teams and direct reports
- Proven track record of bringing new products from concept through commercialization via a Stage Gate or similar innovation process
- Experience building and executing product roadmaps that balance innovation with portfolio optimization/renovation
- Experience with product positioning frameworks, competitive analysis, and category management tools (e.g., IRI/Circana, Nielsen, SPINS)
- Ability to build and present compelling ROI analyses and financial models to leadership
- Working knowledge of regulatory considerations in food/infant nutrition (FDA labeling, claims compliance) is a strong plus
- Comfortable with data visualization and presentation tools for executive-level storytelling
- Familiarity with co-manufacturing relationships and how product innovation intersects with operations and supply chain constraints
You’re inspired by our core values:
- Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.
- Nurture the Tension - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners.
- Deliver Ounce by Ounce - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don’t have to.
- Don’t Assume - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.
Compensation and Benefits:
Compensation
Our salaries are based on paying competitively for our size and industry. Based on location and years of experience, the range for this role is $180,000 - $220,000.
Benefits
- Competitive stock options
- 401k with employer match
- Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction
- US-based remote work model
- Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
- 16 paid company holidays, plus an end of year holiday shut down
- 16 weeks of paid parental leave with the option to take an additional 8 months unpaid
- One year subscription to Bobbie or Baby's Only
- $75 monthly internet stipend
- Co-working space reimbursement
At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.
Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.
Ready to apply?
Apply to Bobbie
About Bobbie
Bobbie is creating a parenting culture of confidence, not comparison. And it starts with how we choose to feed our babies. We crafted our European style infant formula with purposefully sourced, organic ingredients to give parents a product they are proud to feed their babies, direct to their doorstep. Bobbie is proud to be the only US formula that is designed to meet both FDA and EU standards.
Although 83% of parents turn to formula in the first year of their baby’s life, this is the silent majority that is often shamed for not being able to exclusively breastfeed. Co-founded by two moms and created by a team of mom scientists, nutritionists, pediatricians, and lactation consultants, the Bobbie team knows first hand that there is no one size fits all for feeding. With Bobbie, we hope you can Bottle Boldly.
The Role
We are seeking an experienced Paid Social Content Strategy Manager to help scale our paid media programs with thumb-stopping creative and high-performance messaging across digital platforms. As the Paid Content Strategy Manager, you will be responsible for developing and executing creative strategies that drive performance across paid media channels—primarily Meta, TikTok, YouTube, and programmatic platforms. You’ll collaborate closely with growth marketing, creative, and brand teams to ensure our paid content resonates with our target audience and supports both acquisition and retention goals.
What you will accomplish:
- Own the end-to-end paid content strategy across all performance marketing channels, ensuring creative aligns with campaign goals and platform best practices.
- Partner with media buyers to translate performance data into actionable insights and content briefs.
- Create an inventory of all Bobbie brand, UGC, and creator content and a system for managing this content on an ongoing basis, ensuring the ROI of previously produced content.
- Develop creative testing frameworks and messaging roadmaps to continuously optimize ad performance.
- Collaborate with internal and external creatives (designers, copywriters, video editors) to concept and produce high-performing content.
- Analyze ad-level performance metrics to identify trends, creative fatigue, and new opportunities.
- Lead content planning for product launches, seasonal campaigns, and evergreen funnels.
- Maintain a deep understanding of audience personas and customer journeys to inform content direction.
- Stay up to date with digital advertising trends, platform algorithm changes, and emerging creative formats.
- Own the strategic relationship with our affiliate agency, aligning affiliate content execution with broader paid marketing objectives.
What we would like you to have:
- 6+ years of experience in performance-driven content strategy, with a strong focus on paid social.
- Proven experience working with a DTC brand; apparel or CPG category experience strongly preferred.
- Deep understanding of the paid media landscape (especially Meta, TikTok, YouTube) and how content impacts performance.
- Strong analytical mindset with the ability to interpret data and translate it into creative direction.
- Experience leading creative testing cycles and building insights-driven content plans.
- Excellent communication skills and experience collaborating cross-functionally with marketing and creative teams.
- Highly organized, self-starter, comfortable in a fast-paced, test-and-learn environment.
- Hands-on experience using tools like Motion, Triple Whale, or similar for creative performance analysis.
- Background in creative production, video editing, or copywriting is a plus.
- Familiarity with customer segmentation and first-party data usage in paid content strategy.
You’re inspired by our core values:
- Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.
- Nurture the Tension - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners.
- Deliver Ounce by Ounce - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don’t have to.
- Don’t Assume - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.
Compensation and Benefits:
Compensation
Our salaries are based on paying competitively for our size and industry. For fully remote roles, we have a single salary target per role that is differentiated based on geographic location (Group A, B, or C).
Group A (SF/Bay Area, Seattle, NYC): $160,000
Group B (Los Angeles, Chicago, Austin, Denver, Boston, Washington DC, San Diego, Philadelphia, Portland, Sacramento): $144,000
Group C (All Other Cities): $135,000
Benefits
- Competitive stock options
- 401k with employer match
- Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction
- US-based remote work model
- Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
- 16 paid company holidays, plus an end of year holiday shut down
- 16 weeks of paid parental leave with the option to take an additional 8 months unpaid
- One year subscription to Bobbie or Baby's Only
- $75 monthly internet stipend
- Co-working space reimbursement
At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.
Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.
Ready to apply?
Apply to Bobbie