Marketing Manager / Parent Connector

We are parent collaboration app that takes work off parents’ plates through smart collaboration tools. Parents use us to team up with their school or club community to conquer day-to-day parenting logistics, together.

With an AI-powered shared calendar, useful family profiles and sanity-saving topic-based chat, we help parents share logistics across families (think: carpooling, drop-off playdates, summer camp research). We’re on a mission to unlock the joy of shared parenting, and can save families 20+ hours a month on logistics.

We’re looking for our first zero-to-one user acquisition specialist (part time: 10-20 hours/week), with a deep knowledge of parenting, who will focus on building authentic relationships with micro-influencers and parent leaders, recruit and develop parent ambassadors, create content, and cultivate a presence in high-quality parent communities.

You’ll be our scrappy, on-the-ground user acquisition engine, an expert at finding our target parent user (“the connector parent” –– see description at bottom) and converting them into power users and ambassadors.

This is a role for a take-no-prisoners, get-shit-done parent who is a natural evangelist, loves building community, and keeps up with the social science of parenting.

Must haves

1. You are a great evangelizer and movement builder for things you deeply care about.
2. You care deeply about parenting and community building. Already know the most interesting and meaningful trends around the parent movement and parent mobilization. You’ve read Jonathan Haidt’s Anxious Generation, follow Emily Oster, pay attention to Surgeon General Vivek Murthy and follow Dr. Becky –– as well as less academic parent thought leaders and influencers (like the funny ones!).
3. You know how to spot a “connector parent” a mile away, know where they gather, and how to speak their language.
4. Strong experience in managing social media for clients, including content creation and influencer marketing.
5. You know how to create content for a mission-driven, complex app. You’re comfortable with video, and you’re charismatic and clear in your communication style.
6. You’ve got a great social feed of your own. (You will be using your own account in your outreach, as well as our accounts.)
7. You are ready to be a power user of us in your own kid’s school(s) and club(s), which means you have at least one child aged 4-10 years old.
8. You are scrappy, independent worker who has a strong work ethic: we’re a small team, everyone wears lots of hats and we’re all highly self-motivated.

How your time will be allocated

This part-time role (10-20 hours/week, with room for growth) will likely break down into:

1. 70% super user recruitment and development
2. Influencer and parent leader relationship building: by cultivating authentic relationships with micro-influencers and other key parent leaders — who are also connector parents — you will build an army of ambassadors. Some of them may create UGC content or become an influencer, but the real focus of your efforts is have them identify other connector parents, and get them to authentically introduce us to their classrooms, schools and clubs.
3. Parent communities presence and management: you should already have a presence in key parent communities, and in this role you will join many others where connector parents can be found. You will develop relationships and find new sources of connector parents.
4. 30% content creation
5. For IG, LinkedIn and TikTok, as well as within the app and through our email list for existing users: help draw out, script and package great Reels, Stories and posts from our founders’ wealth of knowledge and insights, as well as come up with your own sharp or funny, aligned content. Expectation is about 1 post per week, and about 2 reels per month. Emails and content for existing community is about 1-2 posts per quarter.

Responsibilities

Become a super user

1. Onboard your preschool and/or elementary school and/or club teams.
2. Be active in the app, and a consistent, expert user who can provide product feedback and suggestions.
3. Understand the app deeply so you can help onboard key users as you identify them.

Recruit and develop influential super users

1. Identify and create a robust, specific list of 200+ micro-influencers and parent leaders who would make ideal users and ambassadors.
2. Build authentic relationships across that list:
3. Convert them into users and/or into connector parent whisperers in their communities (e.g. they provide warm introductions to connector parents).
4. Run demos, and help them onboard their classrooms, schools or clubs and ensure they have a successful experience.
5. Get micro-influencers and parent leader feedback on the product and new product ideas.
6. Help develop the right incentives and relationships to scale the program.
7. Manage all relationships, oversee any UGC or influencer execution of contracts, and content workflows.
8. Foster engagement, growth, and loyalty

Create content

1. Create content for social platforms: about 1 post per week, and about 2 reels per month.
2. Interview, collaborate and develop content ideas based on the founders’ ideas and research. Extract and package them into compelling content.
3. Build our follower base and nurture our community by engaging with our followers, key accounts and in aligned conversations online.

Manage and build the community

1. Be active in and aware of the huge range of parent groups, online and off, from key FB groups to communities like Raising Independent Kids to Good Inside.
2. Develop a strategy for engaging with these communities authentically, and as a way to find connector parents (without running afoul of community guidelines).
3. [TBD] Event management: organize and coordinate community events, both virtual and in-person (as applicable), to strengthen community ties and enhance brand visibility.

Requirements

(in addition to Must Haves)

1. 3+ years of experience evangelizing products, movements, policies or experiences
2. 3+ years of experience in social media strategy and content creation
3. Ability to design, create and execute social posts independently, without additional design, videography or content support –– or affordably source UGC content within our budget
4. A polished, clear and smart writing voice. You can be playful too.
5. High level understanding of major community, personalities and places where connector parents of kids age 4-10 years old hang out
6. Have a strong attention to detail and be result-driven (i.e. you love to track your work)
7. Comfort with workplace software (we use Slack, Asana, Google slides, Google sheets, Canva)
8. Ideally you are located in the midwest

Compensation

1. This is a part time, remote, contractor role
2. Compensation: $40-$55/hour with a potential bonus structure. 10-20/hours per week.

We are committed to building an inclusive workplace that supports flexible work.

Who is the “connector parent”?

They tend to have all of the following attributes:

1. Has at least one child aged 4-10, and usually at least two children
2. Have organized parents from multiple families into group efforts, such as: organized a group playdate or parent meet-up, spearheaded the teacher appreciation gift, organized a carpool, coordinated summer camps or after school activities, volunteered as a coach
3. Are involved in the school community, attending quite a few (not all) school events like field day, back-to-school night, talent show, etc.
4. Have a part-time or full-time paid job, or run own business or side hustle: they need collaborative parenting to make their lives easier!