Responsibilities

• This role sits on the team that owns Babylist's day-to-day social presence: the content, community management, and platform strategy that connect with parents, parents-to-be, and the people who support them.
• Specifically, it owns TikTok as Babylist's primary short-form video platform.
• We’re already the largest baby brand on TikTok at 1.4M followers, and the mandate now is to deepen engagement, not just grow reach.
• You'll report to the Director of Social and Creator Marketing and partner closely with brand partnerships, acquisition, editorial, and creative to keep social tightly integrated with the rest of the business.
• The role splits time between strategy and hands-on production, including shooting and editing content in our SoHo showroom and working directly with creator and influencer partners.
• 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.

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. You know which trends to jump on and, just as importantly, which to skip, so everything stays aligned with the brand's voice and keeps our audience's trust.
• 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