Role Who you are

• 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
• 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
• 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

What the job involves

• 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
• 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
• 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: 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
• 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
• 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

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