Interim Marketing Director at Bobbie

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: 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.