Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S., because we believe every parent deserves to feed their baby with confidence, without judgment and without compromise. No mystery ingredients. No shortcuts. Just clean, thoughtfully made formula that parents can trust.
But Bobbie has never been just a formula company. When the 2022 national infant formula shortage left parents across the country unable to feed their babies, we closed our storefront to new customers rather than leave a single existing family without formula. We went to Washington. We got loud. And we opened our Heath, Ohio manufacturing facility to make sure something like that could never happen again.
That's who we are, and that's what you'd be joining.
Bobbie for ChangeOur advocacy arm, Bobbie for Change, exists because making great formula isn't enough if the systems around parenthood are still broken. We fight for paid federal parental leave, push for legislation to prevent future formula shortages, advocate for feeding equity, and support families navigating impossible situations, including donating formula to parents impacted by breast and gynecologic cancers through the Bobbie Breasties program.
We're a company that genuinely believes becoming a parent makes you an activist. The people who work here feel that too.
The Role
Bobbie is seeking a strategic, highly collaborative Creative Content Lead to serve as the bridge between marketing strategy and creative execution.
The Creative Content Lead will be responsible for developing a comprehensive understanding of Bobbie's content ecosystem and continuously identifying opportunities to adapt, repurpose, and re-express existing content in ways that support channel-specific goals while maximizing the impact of our investments.
Working closely with Marketing and Growth leaders, this role translates marketing priorities, positioning, campaign strategies, audience insights, and business objectives into cohesive content plans and outputs that can be activated across channels.
A critical component of this role is leading Bobbie's cross-functional content coordination process. The Creative Content Lead will facilitate weekly content strategy and editorial planning meetings, aligning stakeholders around our messaging priorities and their creative expressions, and ensuring those messages are coordinated across channels effectively.
This role manages a team of writers and video editors and oversees the development of messaging, copy, educational content, video content, and campaign assets across the marketing ecosystem.
The ideal candidate is equal parts strategist, editor, creative leader, and operator. They are skilled at turning complex marketing priorities into clear content systems, inspiring creative teams, and ensuring exceptional execution across every consumer touchpoint.
Daily Responsibilities
Content Ecosystem & Editorial Leadership
- Own Bobbie's content ecosystem, identifying opportunities to repurpose, adapt, and extend content across channels to maximize impact.
- Serve as the steward of Bobbie's brand voice, messaging standards, and editorial quality across all consumer-facing communications.
- Establish content guidelines and review processes that ensure clarity, consistency, and accuracy.
Content Strategy & Planning
- Lead Bobbie's weekly content coordination and planning process, aligning stakeholders around messaging priorities, campaigns expressions, launches, and business objectives.
- Translate marketing strategies, positioning, and audience insights into actionable content plans, briefs, and content direction.
- Ensure messaging is coordinated across channels and tailored appropriately by audience, funnel stage, and platform.
Team Leadership & Operations
- Manage and develop a team of writers and video editors, providing clear content direction, coaching, and feedback.
- Partner with Creative, Brand Operations, and channel leaders to prioritize resources and deliver content against business objectives.
- Manage freelance writers, editors, and production partners as needed.
What We Would Like You To Have
- Ability to balance strategic thinking with hands-on content leadership.
- 8+ years of experience in content strategy, editorial leadership, content creation, performance marketing, or related fields.
- Experience managing writers, editors, video creators, or content teams.
- Exceptional writing, editing, and storytelling abilities.
- Deep understanding of marketing funnels, customer journeys, and channel-specific content development.
- Experience translating marketing strategy into content frameworks, content briefs, and multi-channel content plans.
- Familiarity with SEO, AEO (Answer Engine Optimization), and emerging content best practices for AI-powered search and discovery platforms.
- Proven ability to influence and align cross-functional stakeholders.
Success In This Role
Success in this role means that every customer-facing team at Bobbie is working from aligned content priorities, that branded content is tailored appropriately for each channel and audience, and that marketing strategies consistently translate into effective creative assets that drive business results while strengthening the Bobbie brand.
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): $166,500
Group B (Los Angeles, Chicago, Austin, Denver, Boston, Washington DC, San Diego, Philadelphia, Portland, Sacramento): $150,000
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): $141,500
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
At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.
Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.
Bobbie Personnel Privacy Policy and Notice at Collection
Skills Required
- 8+ years of experience in content strategy, editorial leadership, content creation, or performance marketing
- Experience managing writers, editors, video creators, or content teams
- Exceptional writing, editing, and storytelling abilities
- Deep understanding of marketing funnels, customer journeys, and channel-specific content development
- Experience translating marketing strategy into content frameworks, content briefs, and multi-channel content plans
- Familiarity with SEO, AEO, and emerging content best practices for AI-powered search and discovery platforms
- Proven ability to influence and align cross-functional stakeholders
- Ability to balance strategic thinking with hands-on content leadership
- Experience leading content planning processes and facilitating cross-functional editorial meetings
- Experience managing freelance writers, editors, and production partners as needed
What We Do
Bobbie is the first and only mom-founded and women-led infant formula company in the U.S. Our European-style recipe meets all FDA requirements, is made made with pasture-raised milk from Organic Valley farms, and is the only infant formula to receive both the Clean Label Project’s Purity Award and Pesticide Free Certification. Bobbie is working to shake the stigma and evolve the conversation around how you feed your baby to one of confidence, not comparison, from how we feed to what we feed. We lost sleep over this so you don't have to
