Responsibilities

• PR and media relations
• Build and manage relationships with US parenting media, baby product editors, product reviewers, gift guide editors, podcast hosts, newsletters, and relevant family/lifestyle outlets.
• Prepare and manage PR materials, including media lists, product fact sheets, brand story materials, review pitches, award submissions, sample outreach, and follow-up communication.
• Secure product reviews, media mentions, expert interviews, award opportunities, and inclusion in baby-feeding, registry, daycare-prep, breastfeeding-transition, and newborn-essential content.
• Ensure all public messaging is accurate, parent-friendly, and aligned with Thyseed’s approved positioning.
• Respond to and escalate sensitive issues quickly, especially questions related to safety, product claims, baby health, compliance, or negative public comments.
• KOL, KOC, and expert partnerships
• Identify, vet, and manage US creators, including parenting creators, mom creators, breastfeeding creators, baby-care educators, nurses, lactation consultants, pediatric-focused educators, and baby product reviewers.
• Create clear creator briefs that explain Thyseed’s core message, product benefits, content guardrails, and approved language.

• Manage product seeding, collaboration timelines, content approvals, usage rights, performance tracking, and creator relationship follow-up.
• Prioritize creators who can explain real parent problems clearly and credibly, especially bottle refusal, breast-to-bottle transition, feeding stress, latch, flow, and product safety transparency.
• Offline events and community building
• Plan and execute local LA-area activations, including parenting events, baby fairs, lactation consultant meetups, mom group partnerships, sampling events, creator meetups, and small educational sessions.
• Build local relationships with parenting communities, doulas, birth workers, lactation consultants, family wellness spaces, baby boutiques, and other relevant partners.
• Coordinate product samples, event materials, staffing, setup, follow-up, and post-event reporting.
• Collect parent feedback, testimonials, questions, objections, and content ideas from offline events and community conversations.
• Reporting and performance tracking
• Track PR, KOL, and event performance, including media mentions, estimated reach, creator content views, engagement rate, save/share rate, sentiment, traffic lift, branded search movement, sample conversion, and reusable content assets.
• Prepare weekly updates and regular summaries.
• Share learnings internally so creator feedback, parent questions, and community insights can improve content, DTC pages, Amazon messaging, and future product planning.