General Manager, Personal Finance

Babylist is the leading registry, e-commerce, and content platform for growing families. More than 9 million people shop with Babylist every year, making it the go-to destination for seamless purchasing, trusted guidance, and expert product recommendations for new parents and the people who love them. What began as a universal registry has grown into a full ecosystem for new parents, including the Babylist Shop, Babylist Health, and a flagship showroom in Los Angeles.

Hundreds of brands in baby and beyond partner with Babylist to engage meaningfully with families during one of life’s most important transitions. With over $1 billion in annual GMV, and more than $500 million in 2024 revenue, Babylist is reshaping the $320 billion baby product industry. We’re helping parents feel confident, connected, and cared for at every step. To learn more, visit  .

Babylist thrives as a remote-first company, with HQ team members located across the U.S. and Canada. We meet in person twice a year—once as a company and once by department to strengthen the relationships that power our work. We show up consistently, stay purpose-driven, leverage AI to amplify our impact, and achieve results—together, from anywhere.

Babylist reaches millions of expecting and new parents at one of the most financially complex moments of their lives. Families are making high-stakes decisions about budgeting, benefits, insurance, savings, and long-term planning—and they trust Babylist to help them navigate those choices. Personal Finance is a strategic, long-term initiative designed to make Babylist a trusted destination for parent financial guidance, while building a differentiated and scalable monetization opportunity through high-quality partnerships.

We are hiring a General Manager, Personal Finance to own this initiative end to end. This role is responsible for setting the strategy, shaping the consumer experience, building partner value, and determining how Personal Finance evolves into a durable part of Babylist’s business.

• 12+ years of experience owning and scaling consumer-facing products, categories, or businesses—particularly in ambiguous, early-stage environments where user value must be proven before monetization
• Prior experience managing and developing teams is a plus, with the expectation that people leadership may become part of this role as the business matures.
• Proven experience owning and scaling complex, cross-functional initiatives with real business outcomes
• Strong strategic thinker who can define a long-term vision while also driving execution and near-term progress
• Comfortable leading executive-level external conversations and representing a company with credibility and judgment
• Experienced developing monetization strategies and partnership models tied to consumer value
• Excellent communicator who brings clarity, structure, and momentum to ambiguous problem spaces
• Able to influence across Product, Marketing, Content, Sales, BD, and Analytics without relying on formal authority
• Financial services experience is helpful but not required; strong business leadership, learning velocity, and judgment are essential
• MBA or advanced degree in business is preferred
• You're comfortable and enthusiastic about working in an AI-forward environment where AI tools are part of daily operations
• You embrace using technology to enhance your work while keeping people at the center

• Own the end-to-end strategy and performance of Babylist’s Personal Finance initiative, from early pilots through scale
• Define the long-term vision, value proposition, and operating model for Personal Finance, with clear success metrics
• Be accountable for revenue outcomes, defining targets in partnership with senior leadership and owning the strategy, execution, and tradeoffs required to achieve them
• Partner closely with Product, Content, Lifecycle, and Editorial teams to deliver trusted, user-first financial guidance across high-intent moments in the Babylist experience
• Shape and own the monetization strategy, including partnership models, pricing frameworks, and deal structures
• Lead senior-level…