Responsibilities

• Own Babylist's brand positioning, visual identity system, and long-term brand architecture — the point of view every other function borrows from.
• Lead the creative studio: design across brand, campaign, digital, and photography direction; brand film and high-production video.
• Partner with the Product Design team who is key partner and drives how the visual design system is utilized across our most important customer surfaces including the app and our .com experience.
• Own campaign concepting for Babylist's biggest brand moments, from idea to execution across every channel. Partner with your peer and their team on the Content Team that will create and execute owned social, editorial, influencer and community as well as with the head of Corporate Communications & Experiential (which oversees our showrooms in NY & LA)
• Define the handshake between creative studio and content teams alongside the Sr. Director, Content, Social & Creator Marketing and do not just follow one that's handed to you.
• Partner with engineering to turn the brand book into a living , AI-accessible system or a brand brain that lets marketers and product designers across the company check their own work against the standard and ship without a manual approval queue. And ensure there is an approach to maintaining the brain and feeding it learnings.
• Lead Partnership Marketing: brand partner co-marketing, retail activations, and branded content sponsorships, with a director reporting directly to you.

Requirements

• You've built and scaled a brand system, not just a brand look. You know the difference between a style guide that sits in a drive and one people actually are able to use. You have excellent taste and appreciate the role that the brand system plays in winning with our customers and differentiating our brand in the marketplace.
• You think in campaigns, not just assets. You understand who we want to win with and can deliver the big idea that anchors a major brand moment and carry it across channels without losing the thread. You think in terms of tentpole moments and have experience in defining a cultural calendar that puts brands into culture.
• You lead creative production directly including photography, brand film, high-production video and know how to get expensive-feeling work out of a lean team. You will invest in building partnerships with external partners that become trusted collaborators in how we build content that tells our story.
• You build systems, not gates. You'd rather turn the brand book into something AI-enabled and self-service than personally approve every asset that ships, and you know how to build the guardrails that make that safe. We need to increase capacity and ship at pace while protecting our very trusted human voice and expertise. This will require someone who is a partner across marketing, product design and the company. You have a track record of collaborating with other teams, bringing curiosity to conversations with product and marketing teams and take a consultative approach. This includes building systems that will consider how photos, video, still and dynamic content will flow into a product design system and customer experience to deliver a cohesive brand experience.
• You've run a partner or co-marketing program including retail activations, brand partnerships, sponsored content and know how to protect brand integrity while making commercial partners feel the work is genuinely good. You can support reporting results and bring the gravitas to executive meetings with partners that will inspire deeper partnerships.
• You naturally reach for AI in your work. At Babylist, every team uses AI daily. You're already using it to move faster and improve your output, and you stay curious about what's coming next.

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