Director, Marketing

About Bobbie

Bobbie is creating a parenting culture of confidence, not comparison. And it starts with how we choose to feed our babies. We crafted our European style infant formula with purposefully sourced, organic ingredients to give parents a product they are proud to feed their babies, direct to their doorstep. Bobbie is proud to be the only US formula that is designed to meet both FDA and EU standards. 

Although 83% of parents turn to formula in the first year of their baby’s life, this is the silent majority that is often shamed for not being able to exclusively breastfeed. Co-founded by two moms and created by a team of mom scientists, nutritionists, pediatricians, and lactation consultants, the Bobbie team knows first hand that there is no one size fits all for feeding. With Bobbie, we hope you can Bottle Boldly.

About the Role

You are a DTC and retail disruptor, a channel champion, and describe yourself as equal parts strategic and scrappy. You're passionate about creating brand stories that leap off shelves and screens alike, connecting with consumers at every touchpoint. You thrive on understanding the delicate balance between product truth, retail presence, and consumer behavior.

You understand the magic of bringing a brand to life across both digital landscapes and physical retail environments, know how to translate consumer insights into actionable retail strategies, and love developing marketing programs that drive both trial and loyalty while maintaining our authentic brand voice.

Reporting to the Chief Brand Officer, you will lead a team of marketing professionals and collaborate closely with cross-functional teams to drive brand awareness, conversion at shelf, and revenue growth.

What You Will Do:

Develop and Own Marketing Roadmap

• Create and maintain all marketing strategy and rollout briefs to root every brand campaign, retail or product launch in a goal-oriented source of truth
• Work with the team to execute on briefs with excellence and precision
• Balance pressure testing ROI while taking calculated risks to keep the brand relevant and innovative

Drive Omnichannel Marketing Leadership

• Plan and execute best-in-class integrated marketing campaigns across DTC and retail channels, including broadcast, digital, social, influencer, partnership, and loyalty marketing
• Harmonize e-commerce and brick-and-mortar marketing initiatives to create a seamless customer journey across all touchpoints
• Develop channel-specific tactics while maintaining consistent brand positioning and messaging
• Effectively lead launch plans for new products, partnerships, flavors, formats and channel opportunities informed by data and insights

Leverage Consumer Insights & Analytics

• Lead consumer research initiatives to inform product and marketing decisions
• Analyze sales numbers and campaign metrics to determine what is most effective in moving the needle
• Develop attribution models that account for omnichannel shopping behavior
• Translate analytics and consumer insights into compelling strategies that fuel growth and brand love

Commercial Partnership

• Partner with sales to develop compelling selling stories, brand partnerships and go-to-market strategies to unlock new growth
• Work closely with commercial and growth teams to create retailer-specific programs that drive mutual growth while staying true to our brand ethos
• Orchestrate the perfect harmony between paid, earned, and owned media to maximize impact with target consumers

Team Leadership & Agency Management 

• Lead and develop marketing team members across specialties
• Manage agency relationships and creative development
• Collaborate cross-functionally with Commercial, Growth/DTC, and Operations teams to bring initiatives to life
• Align marketing initiatives with broader business objectives on a regular cadence

Budget and Performance Management

• Own marketing P&L and ROI metrics across channels
• Help manage budget alongside Brand Ops Lead to keep spend on track
• Allocate resources based on performance and growth opportunities
• Provide regular reporting on KPIs and busine