Lifecycle Marketing Lead, Bobbie
$160-180k
Salary dependent on candidates location + Stock options
European-style organic infant formula
Posted today
European-style organic infant formula
201-500 employees
Posted today
$160-180k
Salary dependent on candidates location + Stock options
201-500 employees
Company mission
To bring peace of mind to parents by shifting the scrutiny of how we feed to what we feed by providing parents with high-quality organic formula.
Role
Who you are
- You're a recognized subject matter expert on channel best practices who speaks up with a clear lifecycle POV in cross-functional meetings, and you can speak to any program you own down to its setup, audience, logic, and performance
- You independently drive projects from kickoff to post-launch readout, flagging blockers and scope changes early, and you decide with conviction while staying quick to course-correct based on data
- You're insatiably curious and rigorous about testing: never satisfied with the first answer, and willing to take a calculated risk once you've thought through the trade-offs
- You're naturally organized, with a system for keeping track of everything in flight and calling out what needs attention
- You bring warmth and energy to your work, balancing the humility to do the unglamorous, detail-heavy work with real ambition to push a bigger vision forward
- You know the Bobbie customer inside and out, and you're obsessed with making every touchpoint of their journey feel flawless and helpful, using that instinct to sharpen both lifecycle strategy and cross-functional decisions
- You reach for AI tools as part of your everyday workflow, whether that's sharpening personalization, speeding up post-launch analysis, or finding a faster way to build and optimize programs
- 8-10 years of lifecycle marketing experience with a clear focus on retention
- Hands-on experience with SMS marketing, plus Klaviyo, Attentive, and Recharge specifically (or similar platforms)
- Strong technical understanding of how to set up complicated triggered communications, both marketing and transactional, the right way
- A track record of driving measurable retention results through testing, while staying current on the latest email and SMS tools and strategies
- Retention marketing experience at a high-growth CPG or DTC brand
- Solid grounding in segmentation logic, audience strategy, and how to measure lifecycle impact
- Experience working across data, product, creative, and care teams to juggle multiple high-priority projects at once without dropping the ball, staying accountable and keeping each one moving forward
- Experience operating across a broad set of lifecycle channels, including on-site personalization, retargeting, direct mail, and inbox collateral
What the job involves
- Bobbie is looking for a Lifecycle Marketing Lead (equivalent to senior manager) to help drive retention strategy across the full path to purchase.
- This is a high-ownership, high-visibility role covering the channels and moments that shape how Bobbie communicates with parents throughout their journey, from email and SMS to on-site personalization, retargeting, loyalty, and CX-driven touchpoints.
- Success will show up in list growth, acquisition, and revenue from repeat customers
- You'll report into the Director of Lifecycle, supporting our lifecycle roadmap and retention strategy across channels, while owning key functional projects and launches end to end.
- As a recognized subject matter expert, you'll act as a thought partner, with a deep understanding of the Bobbie customer experience across every touchpoint
- We're looking for someone who is an expert in SMS and email, with experience operating additional lifecycle channels, and who wants to help keep Bobbie on the cutting edge of lifecycle marketing
- Partner with the Director on our lifecycle roadmap, owning execution of growth and retention strategy across email, SMS, in-box, and beyond, and converting more one-time purchasers into subscribers
- Bring deep SMS expertise to the table and show up as a proactive, vocal partner in cross-functional workstreams
- Help support owning our lifecycle programs end-to-end, covering post-checkout, onboarding, upsell and cross-sell, loyalty and referral, list growth, and product launches, from ideation through readout
- Bring strong technical judgment to how complicated triggered communications, both marketing and transactional, should be set up for reliability, scale, and performance
- Support personalization across the full path to purchase
- Drive a rigorous test-and-learn agenda tied to company-level retention metrics (list growth, conversion, churn, LTV), partnering with Data & Analytics on experiment design, and keep a regular pulse on performance to turn what you find into next steps
- Serve as the go-to resource on the retention journey, staying close enough to every live program to speak to its setup, audience, logic, and results whenever it comes up
- Keep timelines and blockers visible to the team, flagging delays, scope changes, and open questions early and proactively
- Partner with Platform on the on-site experience and with CX on personalized moments like check-ins, so every touchpoint along the path to purchase feels connected
- Partner with Brand and Creative to keep every send on-brand and built to perform
- Stay ahead of emerging lifecycle tools, platforms, and strategies, and bring recommendations back to the team
Our take
Bobbie is a flexible, subscription-based, direct-to-consumer organic baby formula company. It’s estimated that as many as 5% of Western women are unable to breastfeed, while around 60% of mothers in the US do not breastfeed for as long as they intend to.
Not only is the US lagging behind the EU in terms of quality, but the recent prolonged formula shortage has also created a significant barrier for parents trying to feed their infants.
Bobbie has developed a grass-fed cow milk-based “European standard” formula that’s also FDA-approved. The company has also launched “Bobbie Labs”, a virtual laboratory that will fund infant feeding research and development.
The future will no doubt see more competition enter the domestic market, but Bobbie has a pricing and logistical advantage over more expensive European brands and has focused on company growth and quality assurance.
Freddie
Company Specialist at Welcome to the Jungle
Insights
92% employee growth in 12 months
Company
Funding (last 2 of 5 rounds)
Jul 2023
$70m
SERIES C
Mar 2022
$50m
SERIES B
Total funding: $141.5m
Company benefits
- GENEROUS TIME OFF - We work hard to shake the stigma. So really, take the time you need to recharge with family and friends so we can continue to take charge on this mission together
- BALANCE COORDINATOR - We have an in-house Balance Coordinator who is there to help alleviate the invisible mental load of our team members. The Balance Coordinator can help you with finding a tent for your wedding, arranging a grocery delivery, finding swim lessons, or planning your kid’s birthday party
- PARENTAL LEAVE AND RETURN TO WORK - We offer one year of parental leave. To help with the transition back to work, we offer flexible/part-time hours for parents returning back to work
- SUMMER FRIDAYS - From Memorial Day to Labor Day, every employee unplugs at 1pm on Fridays to soak up a few extra ounces of the weekend
- BREAST MILK AND BOBBIE - Traveling for work and breastfeeding? We'll cover 100% shipping on your breast milk. All employees are offered a one year subscription for their Bobbie babies. Have friends and family that love Bobbie? You'll be given a discount code to share for 20% off
Company HQ
Panhandle, San Francisco, CA
Leadership
Laura Hughes
(Co-Founder & CEO)They worked in Product Operations at Google before becoming Head of Hospitality at Airbnb. They are a Board Member at both Eat Real and TaskRabbit.
Sarah Hardy
(Co-Founder & Chief People / Experience Officer)They were a Senior Project Manager at Corcoran Sunshine Marketing Group, and then a freelance consultant. They worked in Airbnb's Strategic Planning and Operations division.
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