Director of Product Marketing, Life360
App & Membership
$171-252k
+ Equity
Location sharing app for families
Be an early applicant
Location sharing app for families
201-500 employees
Be an early applicant
$171-252k
+ Equity
201-500 employees
Company mission
To simplify safety, so families can live fully.
Role
Who you are
- 10+ years in product marketing or lifecycle marketing. Must have experience leading product marketing for consumer mobile apps in high-scale environments (10M+ MAUs), ideally with freemium or tiered SaaS models
- Strong business orientation with experience framing market opportunities, sizing TAM/SAM/SOM, and influencing prioritization decisions based on commercial potential. Experience contributing to business cases for new product investments is a plus
- Empathetic, accountable leader who thrives in a mission-driven, fast-paced environment with a track record of developing talent, fostering collaboration, and building high-performing, cross-functional partnerships
- Proven ability to lead go-to-market and positioning strategies that drive business growth and member engagement
- Demonstrated success in influencing product roadmaps through insights, research, and customer-centric thinking. Experience shaping product narratives in a way that drives alignment and action across executive and cross-functional teams
- Comfortable using product analytics tools (e.g., Amplitude, Mixpanel) and forming strong hypotheses grounded in behavioral data. Strong fluency in experimentation frameworks and interpreting both quantitative and qualitative insights
- Strong grasp of competitive and category dynamics, with the ability to apply them to strategy and storytelling
- Exceptional cross-functional leader who aligns diverse teams around a shared vision and drives execution across disciplines
- High comfort level with AI and modern marketing tech stacks
- MBA, equivalent business training, and/or experience in management consulting is a plus
What the job involves
- We’re looking for a Director of Product Marketing to lead strategy and execution across the Life360 mobile app experience and paid membership offerings. You’ll be responsible for positioning, adoption, and go-to-market success for the full member journey—from our free location-sharing experience to our highest-value premium tiers
- You’ll play a key role in shaping how we evolve our platform to help make everyday family life better—through AI-powered personalization, smarter onboarding, and breakthrough member experiences that define the future of safety, coordination, and connection—and how we communicate that value over time to deepen member engagement
- This role is both strategic and hands-on, sitting at the intersection of product, growth, and brand. You’ll partner closely with Product, Design, and Engineering to shape the roadmap and ensure that every member touchpoint—from onboarding to upsell—is clear, compelling, and cohesive. You’ll also be a key voice in determining where we go next, helping to define the future of our platform and category
- You’ll bring deep expertise in user insights, product narratives, and business impact. Whether it’s through market sizing, competitive analysis, or behavioral data, you’ll identify high-leverage opportunities and turn them into stories and strategies that resonate with our members and drive measurable growth
- Cross-Functional Leadership: Build productive partnerships across Product, Design, Growth, Sales, Engineering, Marketing, and Creative team and others to ensure consistent and impactful experiences for our free and paid members
- Market Research & Member Insights: Lead the strategic development of user insights to deeply understand our member segments, unmet needs, motivations, and pain points through best-in-class qualitative and quantitative research. Champion the use of AI, behavioral analytics, and segmentation models to generate insights at scale that shape strategy and member experiences.
- Software Innovation: Act as a strategic partner to Product and Design teams, partnering on the app roadmap with a focus on new member-facing features, personalization, and engagement levers and how we differentiate in the market
- Positioning and Messaging: Own the messaging hierarchy across a complex portfolio of free and paid features and services for our core Life360 app in ways that resonate with our audiences and drive consistency across our touchpoints. Elevate and refine storytelling to bring clarity to our mission and spark emotional resonance
- Go-to-Market Strategy: Lead marketing planning for new app feature launches and membership initiatives, ensuring alignment across teams and channels. Own the end-to-end lifecycle GTM playbook—from early-stage shaping to post-launch optimization. Collaborate with Analytics to track performance of software launches and campaigns, leveraging insights to optimize future initiatives
- Market & Opportunity Sizing: Conduct market sizing, TAM/SAM/SOM analysis, and opportunity assessments to inform product strategy, membership packaging, and long-term investments. Define success metrics and business requirements for each journey stage; partner with Analytics to build dashboards tracking funnel conversion, engagement, and revenue impact
- Pricing & Packaging: Work with Finance, Growth, and International teams to optimize our pricing strategy, user onboarding and upsell flows, and MAU engagement strategies across lifecycle stages
- Category & Competitive Intelligence: Maintain a strong pulse on the evolving family safety, location sharing, and mobile-first membership models. Synthesize trends and competitor insights to sharpen our POV and product-market fit
Our take
Life360 is a platform for families that aims to bring them closer together by helping them better sync, communicate, and stay safe.
The business is particularly focused on enabling family members and friends to share their locations with one another. In addition, Life360 offers group messaging services, and also makes it possible for users to call for roadside assistance. The platform is focused on ensuring that both family members and friends can enhance their safety and connections with one another.
Customer service advisors are available on a real-time basis, while the developers of the app have also enhanced its privacy and security features recently. After an IPO in 2019, the company has received numerous awards and is recognized as a pioneer in its field, even piloting a new driving safety feature.
Freddie
Company Specialist at Welcome to the Jungle
Insights
34% employee growth in 12 months
Glassdoor (4.1)
Trustpilot (2.5)
Company
Employee endorsements
Opportunities to learn
"Life360 has a culture of generating hypothesises, running tests, analysing the results and iterating. This has given me so much opportunity to learn..."
Funding (last 2 of 7 rounds)
Oct 2018
$28m
SERIES D
Dec 2017
$18.5m
LATE VC
Total funding: $117.3m
Company values
- Be a Good Person - We have a team of high integrity people you can trust that doesn’t tolerate jerks (even if they’re brilliant).
- Be Direct With Respect - We have a culture of radical candor that prevents company politics, passive aggressiveness, or being overly nice at the expense of performance and feedback.
- Members Over Metrics - We have a company that is known for an amazing customer experience and a culture of product excellence.
- High Intensity High Impact - We have a team of passionate, driven, ambitious people who work hard and are always challenging us to do better.
Company HQ
East San Mateo, San Mateo, CA
Articles
Leadership
Chris Hulls
(CEO)Joined US Air Force aged 17. Attended UC Berkeley. Founded Life360 in 2008.
Alex Haro
(Board Member)Co-founded with Chris Hulls in 2008 - CTO until 2019. Founded mymoneykarma in January 2020.
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