Creative Director, Demand Generation



Design, Sales & Business Development
New York, NY, USA
Posted on Friday, April 19, 2024

ByHeart is an infant nutrition company built from the ground up to deliver real innovation on behalf of babies and parents. Our mission is simple: make the best formula in the world. That’s why we studied the latest breast milk science, worked directly with suppliers we know and trust, set uncompromising quality standards, developed our own small batch blending process, built our own manufacturing facilities, and conducted a groundbreaking clinical trial. Our goal is to create a future where all parents feel amazing about feeding their baby—no matter how they do it.

When we launched our Whole Nutrition Infant Formula in March 2022, we were the first new U.S infant formula manufacturer in 15 years. Since then, we’ve been leading the way in a lot of ways.


  • The only U.S.-made infant formula to use organic, grass-fed whole milk
  • The first and only U.S. infant formula company to add the two most abundant proteins found in breast milk—alpha-lac and lactoferrin—to our ingredients list
  • The first infant formula company to receive Clean Label Project’s Purity Award (and we test for 700 contaminants vs the required 400)
  • We ran the largest clinical trial by a new infant formula brand in 25 years—clinically proving our benefits vs a leading infant formula like:
    • Less spit up
    • Softer poops
    • Easier digestion
    • More efficient weight gain
    • Enhanced nutrient absorption
    • Longer stretches between nighttime feeds*

With >$250M in funding, we’re shifting the industry forward—and this is just the beginning. Help us build a future where all parents can feel amazing about feeding, by joining our growing team of >275 people that stretches across the country.

We're proud to offer competitive, family-first benefits, including but not limited to:

  1. Health insurance for the whole family: medical, dental, & vision insurance covered 100%, with 90% coverage for your family.
  2. Flexible paid time off: plus 12+ company holidays, and 2 floating holidays to use at your discretion!
  3. 16-weeks of fully-paid parental leave and new parent support: free 1-year supply of formula, cozy feeding suites, and paid pumping time.
  4. Up to 6% 401(k) Match to help you plan for your future.
  5. Company equity for every employee: because when we succeed, we succeed together!

Visit our site to learn more, and check out some recent press on ByHeart:

*based on data from infants at approximately 4 months of age

As a member of the Brand team, you will be the creative leader of our Demand Generation Pod: an integrated creative team that’s composed of advertising and growth creatives who independently concept work and have creative oversight over our agencies & creative partners to drive demand and breakthrough advertising—from organic social to paid ads and direct mail.

As the Creative Director, Demand Generation, you will play a pivotal role in shaping our brand and bringing a deep understanding of how creativity translates into business success. The ideal candidate will come from a copywriting background with extensive experience in growth marketing and advertising, storytelling, visionary leadership, and a keen understanding of commercial objectives. If you're a performance-driven advertising creative director with a passion for crafting compelling narratives and driving growth, we want to hear from you.

What you will accomplish:

  • Strategic Leadership in Commercial Creativity: Direct the creative vision of our brand, steering commercial initiatives across performance, retail, and brand avenues. Your expertise in advertising and growth marketing will guide our integrated team of creatives to craft campaigns that not only narrate our brand story but also catalyze consumer engagement and propel business growth.
  • Innovative Campaign Development: Lead the charge in developing integrated marketing campaigns, driving consumer engagement and loyalty through impactful storytelling and visionary leadership. Your role involves inspiring the team to stretch creative boundaries and deliver exceptional work that surpasses expectations.
  • Creative Visionary: Define and execute the creative vision and strategy, aligning it closely with our overarching business objectives. Ensure that all creative endeavors are rooted in a deep understanding of consumer insights and preferences, reflecting a customer-centric approach.
  • Collaborative Integration: Forge strong partnerships with cross-functional teams including performance marketing, shopper marketing & sales, brand marketing, and medical education. Collaborate closely to understand business goals, audience insights, and competitive landscapes, ensuring holistic campaign success.
  • Groundbreaking Brand Campaigns: Spearhead the development and execution of groundbreaking brand campaigns, elevating our brand presence, resonating with our target audience, and driving measurable business results. Your leadership will ensure that each campaign embodies our brand values and effectively communicates our unique selling propositions.
  • High-Performing Creative Development: Collaborate with acquisition and retention marketing teams to craft high-performing creative assets optimized for various digital channels. Your expertise in performance marketing will drive click-through rates, conversions, and overall campaign success.
  • Impactful Storytelling: Craft compelling narratives and visual content across owned channels, strengthening brand affinity, fostering customer loyalty, and driving engagement metrics.
  • Driving DTC Experience Results: Partner with the digital experience team to optimize website content for conversion and user engagement, creating an immersive online experience that drives traffic, leads, and sales.
  • Brand Differentiation: Shape our brand identity and positioning in the marketplace by identifying opportunities for differentiation and establishing our brand as a leader in the category.

This should describe you:

  • Advertising Copywriter Background: Extensive experience in advertising copywriting with a strong performance and growth marketing orientation.
  • Visionary Leadership: Forward-thinking with the ability to inspire teams, set clear visions, and foster innovation.
  • Exceptional Communicator: Ability to articulate vision, provide feedback, and align team members effectively.
  • Strategic Acumen: Understanding of how creative initiatives align with broader business objectives and market trends.
  • Collaborative Spirit: Fosters a culture of teamwork and mutual respect, encouraging diverse perspectives and open communication.
  • Adaptability: Able to navigate changing priorities and business needs while embracing new technologies and trends.
  • Commercial Awareness: Balances creative excellence with measurable results and drives business growth.

Who you will work with:

  • Reporting to VP of Brand & Product Marketing
  • Partner with the Creative Director, Brand Experience
  • Work closely with Marketing Ops, Brand Marketing, and Growth Marketing teams
  • Collaborate with Legal, Medical, and Regulatory


  • Bachelor's degree in English/Writing, Marketing, Advertising, Communications, or related field; advanced degree preferred.
  • 10+ years of experience in creative leadership roles, preferably within the CPG industry.
  • Proven track record of developing and executing successful marketing campaigns that drive brand awareness, engagement, and sales.
  • Excellent communication and presentation skills, with the ability to articulate creative concepts and strategies to internal and external stakeholders.
  • Strong project management skills, with the ability to prioritize tasks, manage deadlines, and allocate resources effectively.
  • Creative portfolio showcasing a range of work across different channels and formats.
  • Passion for consumer insights, market trends, and emerging technologies.

Additionally, you will be eligible for a discretionary performance based annual cash bonus and to participate in our company’s equity program, plus our robust medical, dental, vision, retirement, and other benefits.

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.