Job description
About Bobbie
Bobbie is creating a parenting culture of confidence, not comparison. And it starts with how we choose to feed our babies. We crafted our European style infant formula with purposefully sourced, organic ingredients to give parents a product they are proud to feed their babies, direct to their doorstep. Bobbie is proud to be the only US formula that is designed to meet both FDA and EU standards.
Although 83% of parents turn to formula in the first year of their baby’s life, this is the silent majority that is often shamed for not being able to exclusively breastfeed. Co-founded by two moms and created by a team of mom scientists, nutritionists, pediatricians, and lactation consultants, the Bobbie team knows first hand that there is no one size fits all for feeding. With Bobbie, we hope you can Bottle Boldly.
The Role
We are seeking an experienced Paid 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 do:
- 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.
What we would like you to have:
- 4+ 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.
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.
Bobbie Personnel Privacy Policy and Notice at Collection
