Senior Social Media Manager

About the role

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.

Responsibilities

• 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.

Requirements

• 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.
• 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.

Qualifications

• 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.
• 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.
• 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.

Skills

• TikTok native
• Hands-on creator of platform-native short-form video
• Fluent across core platforms: Instagram, Facebook, Reddit, and TikTok
• Data-driven and analytical
• Creative judgment and trend fluency
• Experience with branded content and partnerships
• Agile communication
• Empathetic toward our audience
• Uses AI to sharpen content, workflow, trend forecasting, and performance insights

Benefits

• Company-paid medical, dental, and vision insurance
• Retirement savings plan with company matching and flexible spending accounts
• Generous paid parental leave and PTOW
• Remote work stipend to set up your office
• Perks for physical, mental, and emotional health, parenting, childcare, and financial planning

Pay

The starting salary range for this role is: $159,775 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.

Schedule

This role is remote, with regular on-site expectations at our SoHo showroom to do that production work.