What the Role Is

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.

This role is remote, with regular on-site expectations at our SoHo showroom to do that production work. You'll need to live within a reasonable, commutable distance of NYC so you can get there easily and on short notice.

Who You Are

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.
8+ years in social media at a consumer-facing brand with 500k+ followers.
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.
AI is already daily practice for you, not a test you're running. You use it to sharpen content, workflow, trend forecasting, and performance insights, and you see it as a way to amplify creativity and impact, not replace it.

How You Will Make An Impact

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.
Turn audience signal, DMs, comments, and cultural observation, into content that builds loyalty and trust.
Build the foundation for social at Babylist: scalable systems, smart resourcing, and creative that grows with the brand.

About Compensation

We use a market-based approach to compensation. The starting salary range for this role is:

$143,788 to $191,730 + target 20% 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

Babylist

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