Interim Director of Creators + Community

Bobbie

3d•$200,000

About The Position

Bobbie is seeking a full-time, interim Director of Creators + Community to lead and scale how the brand engages audiences through creators and community. This director-level role owns the creator and community function across the Bobbie Besties creator program, in-person community events, community-driven and influencer partnerships, and a national ambassador program. The role translates brand and messaging strategy into creator-led programs that increase awareness online and in stores and drive measurable growth, including for product launches. It sets strategy, manages the budget, and leads a team of managers and coordinators while partnering with brand, growth, retail, and product marketing. This is an approximately eight-month maternity-leave cover. The role reports to the Marketing Director for day-to-day work and the Chief Brand Officer for broader support. The Director will build the Bobbie Besties program and creator engine, including creator sourcing, vetting, onboarding, contracting, briefing, content review, usage rights, and performance tracking. The role will develop creator concepts and content franchises, coordinate the content calendar with launches and other brand moments, and work with growth and paid social teams to scale effective creator content. It will establish guardrails to ensure content adheres to infant nutrition marketing standards and Bobbie’s brand and marketing ethics. The position also develops community programming and repeatable event processes, leads partnerships and influencer relationships, and gathers parent and community feedback to inform brand, product, and messaging. It leads the function’s vision and priorities, develops the team, builds scalable systems and processes, manages agency, platform, and vendor relationships, and represents the function in cross-functional planning and to company leadership. Bobbie makes European-style organic infant formula manufactured end-to-end in the United States. Its advocacy arm, Bobbie for Change, supports paid federal parental leave, efforts to prevent future formula shortages, feeding equity, and families navigating difficult circumstances. Bobbie states that it is committed to building a diverse and inclusive company and is an equal opportunity employer.

Requirements

At least 8 years of experience in creator, influencer, community, or social marketing.
At least 3 years of experience leading and managing a team.
Track record of building and scaling a creator or influencer program, ideally from an early stage to significant scale.
Experience hiring, coaching, and developing managers and coordinators.
Fluency in paid social and creator media, and ability to partner with growth teams to turn organic content into efficient paid media.
Experience producing in-person events or activations from concept through on-the-ground execution, including overseeing an event agency or producer.
Ability to set strategy and also execute hands-on, including writing briefs, running events, and delivering programs.
Data-driven and outcomes-oriented, with fluency in metrics that connect community and creator work to growth and retail.
Strong brand instincts and judgment on messaging, voice, and what resonates with parents.
Strong project management and operational skills, including the ability to manage multiple programs and stakeholders.
Excellent written and verbal communication skills.

Nice To Haves

Experience in a regulated category such as infant nutrition, health, wellness, or CPG, and comfort working within marketing standards.
Experience marketing to parents, healthcare providers, or medical audiences.
Experience scaling an ambassador or community program to thousands of participants.
A combination 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.

Responsibilities

Build and scale the Bobbie Besties creator program by growing its roster, strengthening creator relationships, and driving paid media against creator content.
Own the end-to-end creator process, including sourcing and vetting, onboarding, contracting, briefing, content review, usage rights, and performance tracking.
Manage creator briefs and develop creator concepts and content franchises aligned with brand messaging, product truth, and business objectives.
Partner with growth and paid social teams to identify and scale top-performing creator content, improving CPA, engagement, and conversion over time.
Set the creator content calendar in alignment with product launches, seasonal moments, and retail milestones.
Establish guardrails to keep creator content compliant with infant nutrition marketing standards and Bobbie’s brand and marketing ethics and guidelines.
Develop Bobbie Besties in-person community programming, including local meetups, feeding-support events, and flagship brand moments.
Create a repeatable event playbook covering formats, budgets, staffing, vendors, and measurement to support expansion across markets.
Own community-driven partnerships and build relationships with aligned brands, organizations, and community groups that reach parents.
Lead influencer partnerships from end to end, spanning macro and celebrity talent, micro creators, and everyday parent voices.
Gather feedback and insights from parents and community members and share them with brand, product, and messaging teams.
Represent the brand and community function in cross-functional planning for launches, retail activations, and seasonal campaigns.
Set the function’s vision, strategy, and annual and quarterly priorities.
Monitor mom and parenting culture and lead authentic, creative community content for the category.
Manage, develop, coach, and set goals for managers and coordinators, building team capacity as the function scales.
Build scalable systems and processes, including creator and ambassador CRM, briefing templates, approval workflows, and reporting dashboards.
Manage agency, platform, and vendor relationships supporting creator, community, and events work.
Partner with brand, growth, retail, product marketing, legal, and regulatory teams to keep programs aligned and compliant.
Serve as the internal expert on creator and community trends, platform changes, category activity, and competitors.
Report program performance to leadership through clear narratives and recommendations.