Director of Lifecycle Marketing, Babylist
$150.9-226.4k
+ Equity + Bonus
Online universal baby registry
Job no longer available
Online universal baby registry
1001+ employees
Job no longer available
$150.9-226.4k
+ Equity + Bonus
1001+ employees
Company mission
To help expecting parents get exactly what they need for the arrival of their new baby.
Role
Who you are
- 12+ years of marketing experience, with at least minimum of 5 years specific to lifecycle
- Strong knowledge and experience with CRM systems, including segmentation, automation, and email platforms (Bonus points for Iterable, Babylist’s ESP of choice)
- Previous work experience working at a lifecycle-based company with multiple revenue streams with long incubation periods before revenue generation (e.g. travel, home-buying, financial services, or subscription)
- Experience leading a content-driven lifecycle strategy, responsible for customer engagement metrics, not just revenue
- A strategic mindset and the ability to think critically, identify opportunities, and develop innovative solutions to enhance the customer experience
- Proven experience leading and developing high-performing teams, with the ability to inspire and motivate individuals to achieve goals and drive results
- You are a subject matter expert in relevant analytical tools/methodologies (i.e. experiment design, A/B testing, performance attribution, analysis and reporting) with proven ability to translate performance metrics into actionable insights
- Strong communication and collaboration skills, with the ability to influence stakeholders at all levels across many departments
- You are technically savvy and have deep experience working with engineering and technology teams
What the job involves
- As the Director of Lifecycle Marketing, you will own the strategy for developing and new and existing channels that engage and nurture our customer base throughout their journey with Babylist
- Reporting to the Chief Growth Officer and leading a team of 7 people, you will play a pivotal role in shaping and executing our customer engagement strategies, ensuring that our parents, friends and families receive personalized and relevant communication at every touchpoint throughout their journey with us
- Develop and implement a comprehensive lifecycle marketing strategy that effectively engages and retains customers, driving long-term loyalty and revenue growth
- Manage and mentor a team of lifecycle marketing professionals, fostering their professional growth and ensuring the successful execution of campaigns and initiatives
- Integrate user research, user feedback, and survey data to create and optimize a user-centric lifecycle and content experiences
- Architect customer-first communications (e.g., email trigger flows, overlays, SMS, post-purchase, etc.) based on insights and deep understanding of customer journeys
- Utilize customer data and segmentation strategies to create personalized and targeted communications across various channels, ensuring relevancy and maximizing customer engagement
- Oversee the management and utilization of the customer relationship management (CRM) system, ensuring accurate data, effective segmentation, and timely communication
- Monitor and analyze key performance metrics to measure the effectiveness of lifecycle marketing initiatives. Provide regular reports and insights to the leadership team, identifying opportunities for improvement
Our take
Since its 2011 launch, Babylist has grown into one of the most highly rated baby registries in the US. The difference it offers is that it allows users to include products from any store in their registries. On top of this, the company’s model also focuses heavily on creating informational content, which allows it to generate ad revenue while building customer loyalty.
Originally scaled with fairly low venture funding, Babylist claims half of new parents in the US now use its services. This, given that the baby products industry is worth close to $90 billion, shows the company's immense growth and speaks to the impact it has made in the space.
Babylist has seen strong funding in the past, which has fuelled projects such as the launch of virtual showrooms and further expanded the company's presence. The company acquired Expectful, a health and wellness tool, in 2023 with the long-term vision of combining the two companies into a larger health and wellness media property that can help people navigate all aspects of parenthood from fertility to diapers.
Steph
Company Specialist at Welcome to the Jungle
Insights
67% employee growth in 12 months
Company
Funding (1 round)
Nov 2021
$40m
SERIES C
Total funding: $40m
Company benefits
- HAPPIER WEEKENDS – We work to live, not live to work. That means we generally don’t work nights or weekends, and we offer 10 paid holidays throughout the year, in addition to your paid time off.
- PAID TIME OFF THAT WORKS FOR YOU – Life is unpredictable. Use your time off for what you need, whether that’s a vacation, family event or a day to unplug.
- PARENTAL LEAVE – We offer a flexible, 12-week paid parental leave policy.
- FLEXIBLE BENEFITS – Choose from benefits that support your working style, whether that's remote, in the office or something in between.
- HEALTH & WELLNESS – Wellness benefits include 100% paid coverage for medical, vision and dental for full-time employees.
- BABYLIST STORE DISCOUNT – All full-time employees receive a generous Babylist Store discount.
Company HQ
Emeryville, CA
Leadership
Natalie Gordon
(Founder & CEO)Former Software Engineer at Amazon. Initially founded Babylist as a side project and has since taken the company to a market leading status.
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