Director, Social & Creator Marketing

Babylist is the leading registry, e-commerce, and content platform for growing families. They are seeking a Director of Social & Creator Marketing who will be responsible for enhancing brand presence across social channels and managing creator relationships. This role involves developing strategies to translate social engagement into measurable business outcomes while leading a social team.

Responsibilities:

• 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

Requirements:

• 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