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.