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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.
About the Role
We’re looking for an Interim Marketing Director to step in and steer Bobbie’s brand marketing while our Marketing Director is on maternity leave. This is a hands-on leadership seat, not a placeholder. You’ll own our biggest brand initiative of the period, keep the marketing engine humming across channels, and be the connective tissue between brand, growth, and retail. You are experienced enough to make the final call in the room, and you bring energy, taste, and culture to everything you touch.
To be clear about scope: this role does not run performance marketing and does not own direct media budget. Your job is brand leadership, strategy, and cross-functional orchestration—setting the direction and making sure the right work ships on time and on brand.
What You’ll Own
Co-lead our flagship product initiative, bringing deep product marketing craft to a CPG launch. Specifically, you’ll:
- Product marketing: Own positioning, messaging, and go-to-market strategy—translating product truths into a story that resonates with parents.
- CPG relaunch: Bring proven experience launching a consumer packaged goods product, sequencing the moments that build awareness and trial and thinking through brand touchpoints and cohesive messaging for the entire customer journey
- Packaging (retail): Guide packaging strategy and messaging with retail shelf impact and shopper behavior front of mind.
- Customer journey & research: Ground the work in customer insight—map the journey, pressure-test assumptions with research, and let what you learn shape the plan.
Marketing strategy & generalist leadership
Keep the broader marketing function moving with clarity and momentum:
- Marketing channel strategy: Set the strategic direction across brand channels and make sure each is pulling toward shared goals.
- Leadership narrative (with Claire): Partner with consumer data lead to deliver weekly insights and a clear brand narrative to leadership—connecting the dots between what’s happening and what it means.
- Marketing calendar ownership: Own the marketing calendar end to end, so the whole team knows what’s launching, when, and why.
- Channel owner cadence: Run bi-weekly 1:1s with channel owners to unblock, align, and raise the bar on the work.
- Insights to content: Turn performance insights into sharper brand content—closing the loop between what the data says and what we make.
Black Friday/Cyber Monday Execution
Own brand channel execution of Black Friday / Cyber Monday —bringing the campaign to life in a way that feels unmistakably Bobbie.
Cross-functional Liaison
Serve as the primary point of contact between brand marketing and the growth marketing team and the retail team—keeping strategy, timing, and messaging in sync across all three.
Who You’ll Oversee
You’ll guide and support the following without micromanaging—setting direction, gut-checking the work, and empowering owners to run:
- Partnership Lead: Support with marketing strategy for each brand partnership
- Organic Social Oversight: Guide and gut-check the work.
- HCP / Consumer Marketing Lead: Support the channel rollout of cross-functional strategy.
- Creators Lead: Own brand messaging and drive data-driven creator briefs.
- Marketing Lead: Partner on executing marketing strategy, track insights and results.
What We’re Looking For
- Senior marketing leader with strong product marketing chops and experience taking products to (and back to) market.
- Hands-on CPG experience, ideally including a relaunch; comfort with retail and packaging.
- Fluency in customer research and journey mapping, and a habit of letting insight drive decisions.
- A true generalist who can own channel strategy, a marketing calendar, and a leadership narrative—and switch registers between them cleanly.
- A strong cross-functional operator who builds trust fast with growth, retail, and creative partners.
- Experienced enough to make the final call—and confident enough to make it quickly.
The Vibe
- Bring the energy. You bring taste, energy, and point of view.
- Culture-forward. You inject vibes and inspire the team, not just manage tasks.
- Decisive. You’ve been around the block enough to make the final call and own it.
Logistics
This is a fixed-term role covering a maternity leave of roughly six months. It’s remote-friendly. Note that this role does not carry direct media budget responsibility and does not run performance marketing—the focus is brand leadership and cross-functional strategy.
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.
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