Who We Are
Babylist is the leading registry, e-commerce, and content platform for growing families. More than 9 million people shop with Babylist every year, making it the go-to destination for seamless purchasing, trusted guidance, and expert product recommendations for new parents and the people who love them. What began as a universal registry has grown into a full ecosystem for new parents, including the Babylist Shop, Babylist Health, and a flagship showroom in Los Angeles. Hundreds of brands in baby and beyond partner with Babylist to engage meaningfully with families during one of life’s most important transitions. With over $1 billion in annual GMV, and more than $500 million in 2024 revenue, Babylist is reshaping the $320 billion baby product industry. We’re helping parents feel confident, connected, and cared for at every step. As we build the generational brand in baby, our mission remains simple: to connect growing families with everything they need to thrive.To learn more, visit www.babylist.com.
Our Ways of Working
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.
What The Role Is
We're looking for a Director of Social and Influencer 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.
Who You Are
- 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.
How You Will Make an Impact
- 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
About Compensation
We use a market-based approach to compensation. The starting salary range for this role is:
$195,050.00 - $234,060.00
Your starting salary will be based on your location, experience, and qualifications, with increases over time tied to performance, role growth, and internal pay equity.
Why You Will Love Working At Babylist
Our Culture
- 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
Growth & Development
- 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
Compensation & Benefits
- Competitive salary with equity and bonus opportunities
- Company-paid medical, dental, and vision insurance
- Retirement savings plan with company matching and flexible spending accounts
- Generous paid parental leave and PTO
- Remote work stipend to set up your office
- Perks for physical, mental, and emotional health, parenting, childcare, and financial planning
Important Notices
Recorded Interviews Babylist uses an interview recording tool to record and transcribe interviews for evaluation purposes in accordance with applicable privacy laws. By participating in an interview, you consent to this recording and transcription.
Interview Integrity At Babylist, every team uses AI daily and we love it. During interviews though, we want to see you — your thinking, your problem-solving, your creativity. All interviews and assessments should be completed independently without AI tools or third-party assistance unless we tell you otherwise. We'll always be clear when AI is welcome. Misrepresentation during the process may result in removal from consideration.
Protect Yourself from Scams All official communication comes from the Babylist Talent Team via @babylist.com email addresses. We will never ask for payment, bank information, or personal financial details. If you receive outreach via WhatsApp, Telegram, or a non-Babylist email, it's not us. Verify open roles on our careers page.
Connections at Babylist In line with our conflict of interest policy, please let us know if you have a family member or close personal relationship with a current Babylist employee. This helps us keep our process fair for everyone.
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