About Bobbie
Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S., because we believe every parent deserves to feed their baby with confidence, without judgment and without compromise. No mystery ingredients. No shortcuts. Just clean, thoughtfully made formula that parents can trust.
But Bobbie has never been just a formula company. When the 2022 national infant formula shortage left parents across the country unable to feed their babies, we closed our storefront to new customers rather than leave a single existing family without formula. We went to Washington. We got loud. And we opened our Heath, Ohio manufacturing facility to make sure something like that could never happen again.
That's who we are, and that's what you'd be joining.
Bobbie for Change
Our advocacy arm, Bobbie for Change, exists because making great formula isn't enough if the systems around parenthood are still broken. We fight for paid federal parental leave, push for legislation to prevent future formula shortages, advocate for feeding equity, and support families navigating impossible situations, including donating formula to parents impacted by breast and gynecologic cancers through the Bobbie Breasties program.
We're a company that genuinely believes becoming a parent makes you an activist. The people who work here feel that too.
About the role
Bobbie is looking for a full time Interim Director of Creators + Community to own and scale how our brand shows up through the people who love it. This is a full time, director-level role that leads the full creator and community function for the brand organization, spanning the Bobbie Besties creator program, IRL community events, community-driven and influencer partnerships and a national ambassador program.
You will translate brand and messaging strategy into creator-led programs that build awareness about Bobbie online and in store, deliver measurable growth, including for upcoming product launches. You will set the strategy, own the budget, and build the team, managing managers and coordinators while partnering closely with brand, growth, retail, and product marketing.
This is a maternity leave cover of ~8 months. This role reports to the Marketing Director for day-to-day, and the Chief Brand Officer for larger support.
What you'll do
Creator Program and Bobbie Besties
- Continue to build and scale the Bobbie Besties program, growing the roster, deepening creator relationships, and driving effective paid media against creator content
- Own the end-to-end creator engine: sourcing and vetting, onboarding, contracting, briefing, content review, usage rights, and performance tracking
- Manage all creator briefings, ensuring every brief is grounded in brand messaging, product truth, and business objectives
- Ideate creator concepts and content franchises based on messaging, brand, and growth priorities, and keep an always-on pipeline of fresh ideas
- Partner with growth and paid social to identify top-performing creator content and scale it into paid, improving CPA, engagement, and conversion over time
- Set the creator content calendar in step with product launches, seasonal moments, and retail milestones
- Establish clear guardrails so all creator content stays compliant with infant nutrition marketing standards and Bobbie brand and marketing ethics and guidelines
Community, IRL Events, and Partnerships
- Build the strategy for Bobbie Besties IRL community programming, from local meetups and feeding-support events to flagship brand moments
- Operationalize a repeatable event playbook covering formats, budgets, staffing, vendors, and measurement so programming can scale across markets
- Own community-driven partnerships, identifying and building relationships with aligned brands, organizations, and community groups that reach parents
- Lead influencer partnerships end to end, from macro and celebrity talent to micro creators and everyday parent voices
- Turn community into a two-way relationship: gather insight and feedback from parents and members and feed it back into brand, product, and messaging
- Represent the brand and community function in cross-functional planning for launches, retail activations, and seasonal campaigns
Leadership and Operations
- Lead the creator and community function for the brand organization, setting vision, strategy, and annual and quarterly priorities
- Have your finger on the pulse of mom and parenting culture and be ready to continuously lead the category in authentic and creative community content
- Oversee and develop a team of managers and coordinators, setting goals, coaching, and building a bench as the function scales
- Build the systems and processes that let the function scale: creator and ambassador CRM, briefing templates, approval workflows, and reporting dashboards
- Manage agency, platform, and vendor relationships that support creator, community, and events work
- Partner cross-functionally with brand, growth, retail, product marketing, legal, and regulatory to keep programs aligned and compliant
- Serve as the internal expert on creator and community trends, platform changes, and what is working for the category and competitors
- Represent the function to leadership, translating program performance into clear narratives and recommendations
What you'll bring
- 8+ years in creator, influencer, community, or social marketing, with at least 3 years leading and managing a team
- A track record of building and scaling a creator or influencer program, ideally from an early stage to real scale
- Strong people leadership: you have hired, coached, and grown managers and coordinators
- Fluency in paid social and creator media, and comfort partnering with growth teams to turn organic content into efficient paid
- Experience producing IRL events or activations, from concept through on-the-ground execution (helping oversee IRL agency, or event producer)
- A builder's mindset: you can set strategy and also roll up your sleeves to write briefs, run events, and ship programs
- Data-driven and outcomes-oriented, fluent in the metrics that connect community and creator work to growth and retail
- Excellent brand instincts and taste, with sharp judgment on messaging, voice, and what will resonate with parents
- Strong project management and operating skills, able to run many programs and stakeholders at once
- Excellent written and verbal communication
Nice to have
- Experience in a regulated category such as infant nutrition, health, wellness, or CPG, and comfort working within marketing standards
- Background marketing to parents, or to healthcare providers and medical audiences
- Experience scaling an ambassador or community program to the thousands
- A mix of in-house and agency experience
- Familiarity with the infant formula category and its regulatory environment
- An existing network of creators, talent, or medical and parenting community partners
Compensation
- The base salary for this role will prorated based on the following target salaries per location group:
- Group A (SF/Bay Area, Seattle, NYC): $200,000
- Group B (Los Angeles, Chicago, Austin, Denver, Boston, Washington DC, San Diego, Philadelphia, Portland, Sacramento): $180,000
- Group C (All Other Cities): $170,000
At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.
Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.
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