Creative Content Lead

About Bobbie

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 Change

Our 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 bri