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European style organic baby formula that meets the U.S. FDA's nutritional requirements. Bobbie is the only female-founded and mom-led baby formula company in the U.S.

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Bobbie | San Francisco CA is an exceptional brand that specializes in baby formula. Inspired by European recipes, Bobbie takes pride in sourcing its ingredients with care and purpose. Their formula is crafted using USDA Organic ingredients, offering parents a simple and healthy option for their little ones. Bobbie's formulas are free from corn syrup, filler, palm oil, maltodextrin, gluten, persistent pesticides, antibiotics, and soy allergens, ensuring a safe and nutritious choice for your baby. Bobbie uses thoughtfully sourced ingredients such as organic lactose, non-fat milk, whey protein concentrate, and plant-based DHA. These ingredients provide essential nutrients for your baby's growth, development, and overall well-being. The brand values safety and quality, with each batch undergoing rigorous testing and adhering to FDA quality standards. With a commitment to nourishing the next generation, Bobbie is family-owned for over five generations. Their dedication to quality and safety is evident through their partnership with a California-native supplier who voluntarily meets EU standards. When you choose Bobbie, you can trust that you're giving your baby the best possible start in life.

Bobbie

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## Company mission

To bring peace of mind to parents by shifting the scrutiny of how we feed to what we feed by providing parents with high-quality organic formula.

Bobbie is a flexible, subscription-based, direct-to-consumer organic baby formula company. It's estimated that as many as 5% of Western women are unable to breastfeed, while around 60% of mothers in the US do not breastfeed for as long as they intend to. Not only is the US lagging behind the EU in terms of quality, but the recent prolonged formula shortage has also created a significant barrier for parents trying to feed their infants. Bobbie has developed a grass-fed cow milk-based "European standard" formula that's also FDA-approved. The company has also launched "Bobbie Labs", a virtual laboratory that will fund infant feeding research and development.

## 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

Mother | Co-Founder, Bobbie | Future of Work | 2025 TIME Most Influential Companies

Sarah Hardy

Co-founder / Chief People & Experience Officer

Mom | People Operations Manager at Bobbie

Jessica Bergeron

People Operations Manager

People Operations @ Bobbie

Ben Prawer

People Operations Team Lead

CX Operations Manager

Bobbie Interim Marketing Director | Welcome to the Jungle (formerly Otta)

Nutrition

Scaleup

Chief Marketing Officer

Product Marketing

The role involves stepping in as an Interim Marketing Director to lead Bobbie's brand marketing during a maternity leave. Responsibilities include brand leadership, strategy, cross-functional orchestration, and overseeing major brand initiatives. The position is remote and fixed-term for approximately six months.

Interim Marketing Director

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