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
We are seeking an experienced Paid Social Content Strategy Manager to help scale our paid media programs with thumb-stopping creative and high-performance messaging across digital platforms. As the Paid Content Strategy Manager, you will be responsible for developing and executing creative strategies that drive performance across paid media channels—primarily Meta, TikTok, YouTube, and programmatic platforms. You’ll collaborate closely with growth marketing, creative, and brand teams to ensure our paid content resonates with our target audience and supports both acquisition and retention goals.
What you will accomplish:
- Own the end-to-end paid content strategy across all performance marketing channels, ensuring creative aligns with campaign goals and platform best practices.
- Partner with media buyers to translate performance data into actionable insights and content briefs.
- Create an inventory of all Bobbie brand, UGC, and creator content and a system for managing this content on an ongoing basis, ensuring the ROI of previously produced content.
- Develop creative testing frameworks and messaging roadmaps to continuously optimize ad performance.
- Collaborate with internal and external creatives (designers, copywriters, video editors) to concept and produce high-performing content.
- Analyze ad-level performance metrics to identify trends, creative fatigue, and new opportunities.
- Lead content planning for product launches, seasonal campaigns, and evergreen funnels.
- Maintain a deep understanding of audience personas and customer journeys to inform content direction.
- Stay up to date with digital advertising trends, platform algorithm changes, and emerging creative formats.
- Own the strategic relationship with our affiliate agency, aligning affiliate content execution with broader paid marketing objectives.
What we would like you to have:
- 6+ years of experience in performance-driven content strategy, with a strong focus on paid social.
- Proven experience working with a DTC brand; apparel or CPG category experience strongly preferred.
- Deep understanding of the paid media landscape (especially Meta, TikTok, YouTube) and how content impacts performance.
- Strong analytical mindset with the ability to interpret data and translate it into creative direction.
- Experience leading creative testing cycles and building insights-driven content plans.
- Excellent communication skills and experience collaborating cross-functionally with marketing and creative teams.
- Highly organized, self-starter, comfortable in a fast-paced, test-and-learn environment.
- Hands-on experience using tools like Motion, Triple Whale, or similar for creative performance analysis.
- Background in creative production, video editing, or copywriting is a plus.
- Familiarity with customer segmentation and first-party data usage in paid content strategy.
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): $160,000
Group B (Los Angeles, Chicago, Austin, Denver, Boston, Washington DC, San Diego, Philadelphia, Portland, Sacramento): $144,000
Group C (All Other Cities): $135,000
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.
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