Own TikTok-first social strategy and end-to-end content creation for Babylist, guiding trend-spotting, creator partnerships, and performance optimization while aligning with PR, partnerships, editorial, and growth teams.

Own TikTok end-to-end and set KPI-driven strategy
Lead content creation, trend spotting, and creator collaborations
Collaborate across PR, partnerships, editorial, and acquisition to amplify campaigns

Job Description

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

Babylist

4.0 Glassdoor

Babylist is the leading digital destination for growing families. For over a decade, Babylist has been the technology solution for expecting parents and the community that supports them, expanding from baby registry into a full-service platform that helps parents make decisions with confidence, stay connected and build happy and healthy families. Every year Babylist helps over 9M people make purchases through its registry, app, ecommerce shop and comprehensive product guides. The Babylist ecosystem now includes Babylist Health, which provides access to products and services including insurance-covered breast pumps, Expectful, a new voice in health and wellness for pre-pregnancy through postpartum care, and The Push, a branded content studio that works with the biggest companies in the baby space. With over 59M monthly pageviews and 1.2M TikTok followers, Babylist is a generational brand leading the $88 billion baby product industry. To learn more about Babylist’s registry options, editorial content and more, visit www.babylist.comYou can also see a list of open positions at www.babylist.com/jobs.

Founded in 2011

Emeryville, California, USA

1.1K employees (96 in marketing)

www.babylist.com

72% recommend to a friend

84% CEO approval