Director of Influencer Marketing & Social Media

Babylist is the leading registry, e-commerce, and content platform for growing families, seeking a Director of Influencer Marketing & Social Media. This role involves enhancing Babylist's presence on social channels, managing the social team, and developing creator strategies to boost community engagement and business outcomes.

Responsibilities:

• Own the end-to-end influencer marketing strategy, from building and scaling a creator program across gifted, affiliate, and paid partnerships to relationship management, campaign execution, and measurement
• Establish a clear ROI framework that evaluates influencer investment across the full funnel — with particular attention to how creator content maps to the Babylist audience lifecycle
• Develop Babylist Beverly Hills and NYC as living creator activation platforms — extending the Babylist Experience franchise and deepening celebrity and creator relationships through in-person, content-forward programming
• Serve as a primary steward of Babylist's brand voice across social and influencer channels
• Collaborate with larger brand teams (including editorial, PR/Comms, education, design, branded content) to align social strategy with other internal roadmaps
• Drive community engagement strategies that deepen loyalty and advocacy among expecting and new parents — Babylist's most high-intent audience
• Set and own the KPIs for social and influencer: reach, engagement, earned media value, follower growth, and downstream conversion
• Partner with performance marketing on paid social amplification and attribution
• Translate data into clear, actionable strategy with a consistent test-and-learn cadence
• Set and manage budgets across social and influencer programs, making recommendations to improve ROI and efficiency over time
• Take a leadership role in Babylist’s video content strategy — overseeing short-form and long-form video across social platforms with a focus on differentiated, audience-first storytelling
• Identify opportunities for original video content that builds brand equity, grows owned audiences, and is optimized for platform-specific formats
• Lead, develop, and inspire a team of ~5
• Build a high-performance culture grounded in clarity of ownership, strong feedback loops, and ambitious but achievable goal-setting

Requirements:

• 10+ years in social media and/or influencer marketing, with meaningful time in a leadership role managing and developing teams
• A demonstrated track record of building or scaling influencer programs that drive measurable results — awareness, conversion, and brand affinity
• Deep fluency in the creator economy: how to structure partnerships, evaluate and tier creators, negotiate contracts, and build relationships that last beyond a single campaign
• Consumer brand experience in a category with strong community dynamics — parenting, lifestyle, health/wellness, or a brand where trust and emotional resonance are core to the value proposition
• Strong editorial and creative instincts — you care about the quality of the content, not just the metrics behind it
• Deep, hands-on familiarity with leading AI tools; a habit of integrating them into daily workflows to drive better outcomes; and the ability to translate what you've learned into practical training for your team
• Equal comfort with brand strategy and performance data: you can write a creative brief and present a channel dashboard in the same meeting
• Clear, confident communicator with senior stakeholders — you know how to tell the story of social impact to a VP, a CFO, or a skeptical cross-functional partner
• Genuine comfort working in an AI-forward environment where technology is part of everyday operations — you embrace tools that unlock capacity and creativity without losing the human at the center