What the Role Is

Babylist's brand carries the emotional weight of one of the biggest transitions in a person's life and this role will lead the system that protects and builds trust with our audience. This is a new role, reporting directly to the CMO, that gives Babylist's brand an architecture for the future as we continue to expand the role we play in our customer’s lives. This role will lead positioning, visual identity, and creative output, and builds the system that lets marketers, designers and others ship on-brand without waiting on a gatekeeper. You'll lead the creative studio, campaign concepting, video center of excellence and run Partnership Marketing to support our sales team and the commercial side of brand partnerships. This is a builder's job: Babylist sits at 15% aided brand awareness with over 75 NPS. We are loved by many but have real headroom to close the awareness gap, and that's the mandate. To do this, we will be investing more in demand generation content with paid media to reach the right audiences. This role will shape the creative direction, messaging, outcomes and learning for this work. The work will be structured around Marketing’s role in driving new customer acquisition and unlocking more value from the customers we already have.

Who You Are

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-serve 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 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. You champion codifying the brand visual system - illustration, photography, motion, etc - into the product design system, so consistency holds across the full funnel and brand and product sharpen each other instead of drifting apart. You build the mechanisms needed to increase capacity and ship at pace while protecting our very trusted human voice and expertise end-to-end across our customer’s journey. You have a track record of collaborating with other teams, bringing curiosity to conversations with partners in and outside of marketing and taking a consultative approach.

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.

How You Will Make An Impact

• 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.

Why This Role

You're building the function from a strong brand foundation but at a moment when our ambitions are bigger and demand generation will have real investment. Brand strategy at Babylist is something that will have a bigger remit in our evolution and this is an opportunity to set the scope up with ambition and create something that fuels our next chapter of growth.

You report directly to the CMO, with a direct hand in how millions of families experience Babylist at one of the most emotional moments of their lives.

Babylist has real brand love and real headroom with 15% aided awareness with a business that already works. You're not finding a market; you're building the story for one Babylist already owns.

You'll own the shift from manual brand gatekeeping to an AI-enabled system that scales a genuinely new kind of brand leadership, not a retread of the old creative director job.

About Compensation

We use a market-based approach to compensation. The starting salary range for this role is: $212,712 to $283,694 + target 25% annual bonus and competitive equity. Your starting salary will be based on your location, experience, and qualifications, with increases over time tied to performance, role growth, and internal pay equity.

Who We Are

Babylist is the leading platform for expecting and new families. More than 10 million people shop with Babylist every year, making it the go-to destination for seamless purchasing, guidance, and expert recommendations. As a modern, AI-forward tech company, Babylist has expanded from a universal registry into a full ecosystem — the Babylist Shop, Babylist Health, Babylist Money, NYC and LA showrooms, branded content, and more — generating $750M in revenue in 2025. Building the generational brand in baby, Babylist is reshaping the $235B kids and baby market and helping parents feel confident, connected, and cared for at every step.

Our Ways of Working

Babylist is remote-first with team members across the U.S. and Canada who move fast, think smart, and use AI as part of how they work every day — not as an experiment, as an expectation. We come together twice a year to build the relationships behind the work, and we hire people who are genuinely excited about what's possible and prove it through how they show up.

Why You Will Love Working At Babylist

Our Culture

• We work with focus and intention, then step away to recharge.
• We believe in exceptional management, and we invest in the tools and the time to connect with colleagues.
• We build products that positively impact millions of people's lives.
• AI is part of how we work, not a side experiment. You'll have leading tools like Claude and ChatGPT from day one, with no waiting on access, so the busywork gets handled and your judgment goes where it counts.

Growth & Development

• Competitive pay and meaningful opportunities for career advancement.
• We believe technology and data can solve hard problems.
• We're committed to career progression and performance-based advancement.

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.

Important Notices

• Recorded Interviews. Babylist uses an interview recording tool to record and transcribe interviews for evaluation purposes in accordance with applicable privacy laws. By participating in an interview, you consent to this recording and transcription.
• Interview Integrity. AI is part of how we work at Babylist. We expect you to use it too. Your application and interviews should still reflect you and your own thinking. We'll tell you when AI is encouraged. Misrepresentation at any stage may result in removal from consideration for this and future roles.
• How We Review Applications We use AI throughout our hiring process to help review, screen, and assess applications. These tools support our team's review; they do not replace it, and every hiring decision is made by a person.
• Connections at Babylist. If you have a family member or close personal relationship with a current Babylist employee, please let your recruiter know. This helps us keep our process fair and transparent for everyone.
• Protect Yourself from Scams. All official outreach comes from the Babylist Talent Team via @babylist.com email addresses only. We will never ask for payment or personal financial information. If you receive outreach via WhatsApp, Telegram, or a non-Babylist email, it's not us. Verify open roles at babylist.com/careers.