• Lead the overarching social strategy, driving engagement, audience growth, and brand affinity across all channels • Define content pillars and platform-specific approaches rooted in both performance and brand storytelling • Translate business objectives into social-first initiatives that build “brand heat” and cultural relevance • Lead internal social team, as well as Brand and E-comm teams and external resources to develop cohesive assets that complement each other across platforms and work together to tell a story. • Concept and execute bite-sized, editorial-style content that educates and entertains • Develop content spanning product storytelling and broader childhood nutrition topics • Create highly shareable and saveable content tailored for busy parents • Lead the development of episodic, “lean-in” content across formats including short-form video, long-form video, and carousel storytelling • Work closely with PR and Content Manager to guide and produce Founder-specific content, and strategize how those narratives fit into the bigger picture of our brand storytelling • Collaborate with Partnership and Influencer Manager to select and direct Influencers that help amplify our brand story and content pillars • Partner closely with the VP of Creative + Community to define and evolve the brand’s social aesthetic • Ensure a cohesive, elevated, and platform-native visual identity across all channels • Art direct internal designers and external collaborators to maintain a best-in-class, social-first creative standard • Build, lead, and mentor a network of internal and external creators • Provide clear creative direction to ensure consistency in tone, voice, and visual execution • Collaborate cross-functionally with E-commerce, Marketing, and Creative teams • Partner with the E-commerce team to align content with SEO and GEO strategies • Analyze performance metrics and translate insights into actionable optimizations • Present strategy, execution, and performance insights to stakeholders, including quarterly business reviews • Stay deeply informed on platform trends, emerging formats, and cultural moments • Rapidly identify trends that align with the brand and execute in a timely, authentic way • Personally create high-quality, social-native content when needed • Concept social content during campaign and brand photo shoots • Attend shoots to capture real-time, behind-the-scenes, and supplemental social content, with prepared shot lists and concepts. • Attend events and activations to capture prepared shot lists and concepts, as well as real-time social content that tells a strong cohesive narrative and drives brand heat across social platforms

• Develop and execute on global social media strategy; channel-by-channel for organic and paid including identified goals, audiences, content balance and measure of success for channels including LinkedIn, Facebook, X, and YouTube. • Manage our social agency, guiding the day-to-day operations of calendar and content creation, approvals and scheduling, and paid campaigns. • Create and oversee engaging social media campaigns to support marketing efforts, including Demand Gen, Product Marketing, Events, and International Marketing. Work cross-functionally with other teams to support their initiatives. • Collaborate with the Marketing team to maintain a consistent brand voice and message across all social channels. • Work closely with our PR team and Evangelists to plan out engaging thought leadership and SME content. • Own Community Management for our active social channels. • Craft landing pages and lead generation forms for our content to distribute through relevant social channels. • Analyze performance to evolve/optimize overarching strategy. Actively recommend new ways to improve engagement on all social media platforms and initiatives. • Stay on top of trends in Social Media strategy, channels, design, applications, and tools to keep us ahead of the curve. • Oversee and manage internal documentation of social best practices and guidelines. • Lead agile project management initiatives to enhance social media campaign efficiency.

• Plan, write, and publish high-quality content across social platforms including Instagram, TikTok, LinkedIn, and more. • Manage posting schedules for both company and product-specific pages. • Create meaningful and relevant comments to drive conversations and visibility. • Support community engagement by monitoring and responding to follower interactions. • Collaborate with internal teams to align social media content with ongoing initiatives (product launches, hiring campaigns, etc.). • Track performance and engagement metrics to continuously improve content strategy. • Stay current with social media trends, language, and best practices to ensure relevance and creativity.

• Develop and execute comprehensive social media strategies across platforms including Facebook, Instagram, Twitter/X, LinkedIn, and TikTok. • Create, curate, and schedule engaging content, including text, images, and short-form videos, that aligns with our brand voice and objectives. • Monitor and respond to comments, messages, and mentions to foster a positive online community and address user feedback. • Track and analyze key performance metrics (e.g., reach, engagement, conversions) to assess campaign effectiveness and refine strategies. • Stay informed about social media trends, platform updates, and best practices to ensure our campaigns remain innovative and effective. • Collaborate with designers, content creators, and other team members to ensure cohesive and high-quality social media content. • Develop and manage social media advertising campaigns to maximize engagement and conversion rates.