Director, Marketing

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 business impact
• Think consistently about reaching existing customers AND attracting new eyeballs to the brand with each execution

Capabilities we'd love for you to have:

• Retail storytelling – you know how to make a brand jump off the shelf and into shopping carts
• Channel strategy expertise – you understand how to adapt messaging for maximum relevance across different retail environments
• Cross-functional collaboration – you bring teams together around a unified vision that serves both brand and commercial goals
• Growth mindset – you're constantly testing, learning, and optimizing based on real consumer behavior
• Budget optimization – you know how to make every marketing dollar work harder than the last

What we would like you to have: 

• 8+ years of experience in DTC and CPG marketing with significant retail activation experience (national brand and/or challenger brand experience preferred)
• Deep understanding of the retail landscape and how to create impact in competitive shelf environments
• Track record of developing integrated marketing campaigns that drive both awareness and purchase
• Ability to translate consumer insights and retail data into compelling strategies
• Experience managing and mentoring high-performing marketing teams
• Stay current with the latest marketing trends, always looking for new ways for the brand to appear in memorable ways

You’re inspired by our core values:

• Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.
• Nurture the Tension - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners.
• Deliver Ounce by Ounce - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don’t have to.
• Don’t Assume - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.

Compensation and Benefits:

Compensation 

Our salaries are based on paying competitively for our size and industry. For fully remote roles, we have a single salary target per role that is differentiated based on geographic location (Group A, B, or C).

• Group A (SF/Bay Area, Seattle, NYC): $204,000 - $240,000
• Group B (Los Angeles, Chicago, Austin, Denver, Boston, Washington DC, San Diego, Philadelphia, Portland, Sacramento): $183,600 - $216,000
  
• Group C (Albany, Atlanta, Baltimore, Baton Rouge, Birmingham, Charleston, Charlotte, Cincinnati, Cleveland, Dallas/Fort Worth, Detroit, Houston, Indianapolis, Las Vegas, Miami, Milwaukee, Nashville, New Orleans, Omaha, Orlando, Phoenix, Pittsburgh, Research Triangle, Salt Lake City, St. Louis, Tampa, Twin Cities): $173,400 - $204,000

Benefits

• Competitive stock options
• 401k with employer match
• Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction 
• US-based remote work model
• Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
• 16 paid company holidays, plus an end of year holiday shut down
• 16 weeks of paid parental leave with the option to take an additional 8 months unpaid
• One year subscription to Bobbie or Baby's Only
• $75 monthly internet stipend
• Co-working space reimbursement