Responsibilities

• Lead a strategic overhaul of Babylist's social presence, raising the bar on content quality, platform performance, and cultural relevance.
• Own TikTok end to end as the creative and strategic lead: trendspotting, creator collaboration, hands-on content, and performance optimization.
• Create content that lands emotionally and culturally with expecting families, delivering joy, humor, empathy, and utility at the right moments.
• Partner across PR, influencer, brand partnerships, editorial, acquisition, and creative to align messaging and amplify campaigns.
• Set and track the KPIs that matter, using data to refine strategy and show impact to stakeholders.
• Turn audience signal, DMs, comments, and cultural observation, into content that builds loyalty and trust.
• Build the foundation for social at Babylist: scalable systems, smart resourcing, and creative that grows with the brand.

Requirements

• 8+ years in social media at a consumer-facing brand with 500k+ followers
• A true TikTok native. You know how organic content thrives and how to work with creators and trends in real time.
• A hands-on creator of platform-native short-form video. You've storyboarded, filmed, edited, and optimized TikToks yourself, and you'd happily do it again.
• Fluent across our core platforms: Instagram, Facebook, Reddit, and especially TikTok.
• Able to scale social programs from strategy to results. You've grown audiences and delivered measurable outcomes, not just posted consistently.
• Analytical and data-driven. You translate social insights into smart pivots and high-impact content calls.
• Sharp creative judgment and trend fluency. You connect what's happening in culture to what actually makes sense for the brand.
• Experienced with branded content and partnerships. You know what makes one land on social in a way that serves both us and the partner.
• An agile communicator who moves at the speed of social. You escalate sensitive feedback, rally teams fast, and make real-time calls clearly, pulling the right people in so Babylist shows up intentionally even in high-stakes moments.
• Deeply empathetic toward our audience. You understand the fears, excitement, questions, and identity shifts of pregnancy and early parenthood, and that insight makes our channels feel like a trusted, affirming space for expecting families.

Benefits

• Company-paid medical, dental, and vision insurance
• Retirement savings plan with company matching and flexible spending accounts
• Generous paid parental leave and PTO
• Winter Wonder Week: the whole company takes a paid week off at the end of the year, whether or not you celebrate anything, so everyone's out at once and comes back refreshed
• Remote work stipend to set up your office
• Perks for physical, mental, and emotional health, parenting, childcare, and financial planning