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Shapewear brand Shapermint is unveiling a new chief mom officer campaign, shifting the tenor of its messaging from humorous to serious in order to speak to its audience of moms.
Tackling the topic of how overtaxed mothers are during the pandemic, the company is offering an open application process for the role, advertising it via Facebook group HeyMama, a community for working mothers.
The chief mom officer will be given creative freedom to champion both women and body positivity, according to Shapermint.
Marketing for the newly-created role began this week.