Senior Director, Brand Strategy & Creative Studio

Job description

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-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 Pa

Prepare for the interview

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