Director – Lifecycle Marketing

The Opportunity

We’re seeking a strategic and hands-on Lifecycle Marketing Director to lead engagement, retention, and acquisition efforts across our member and non-member audiences. You’ll own the full communication strategy across email, push, and SMS—optimizing engagement and retention for members while growing our email list and subscription conversions for non-members.  You will oversee campaign execution, A/B testing and personalization initiatives, supported by a CRM Manager, to enhance performance while maintaining brand integrity. You’ll partner with Product to refine push notification strategies that drive deeper app engagement. 

You are a data-driven marketer with a strong analytical mindset, deep expertise in Braze, and a passion for experimentation.  You should be comfortable balancing high-level strategy with hands-on execution, working cross-functionally with Product, Growth, and Brand teams to build lifecycle programs that drive measurable impact. Success in this role will be measured by subscription growth, conversion rates, retention, and engagement.  If you’re excited about building high-impact lifecycle programs that drive meaningful customer relationships, we’d love to hear from you! This will be a hybrid role with three days a week onsite at our office in Midtown Manhattan.

What You’ll Own

Member

• Define the member communication strategy across owned channels (email, push, SMS), with the goal of increasing engagement, retention, and LTV
• Own the strategy for the 365 member communications strategy, inclusive of triggered communications at key points in the customer’s journey
• Partner with product to develop the app communication strategy as part of our overarching member retention plan

Non-Member

• Optimize the overarching non-member lifecycle acquisition strategy to increase conversion rates
• Using recency segmentation, develop a ‘next best action’ strategy to drive engagement among unengaged users
• Partner with product and content to devise strategies to build our non-member email list

Across both Audiences

• Analyze cohort and segment performance on a weekly basis. Identify opportunities based on data and establish hypotheses around the “why” behind customer behavior to inform insights and actionable strategies.  
• Develop an experimentation road map to increase retention, acquisition and LTV; report on results/findings to increase revenue/engagement through continuous testing and optimization.  
• Partner with data and product to build Good Inside’s personalization strategy
• Analyze our consumer funnel to identify key drop off points and build segmented trigger campaigns to improve core KPIs
• Ensuring compliance with best practices, healthy reputation and deliverability around email, push, and SMS.  
• Use customer segmentation and persona development to identify and target high-potential customer segments, tailoring messaging and offers to resonate with their needs and preferences
• Partner with the data team to build end to end lifecycle reporting
• Lead and build a team of expert lifecycle marketers by developing their skills and careers and be an advocate for their work across the organization. Be a player-coach by both managing and doing.
• Ensure that Good Inside is delivering the right message to the right audience in the right channel. 

Your Skills & Experience

• 8-10 years of lifecycle marketing experience; bonus if you have worked on a subscription product
• 3-4 years leading high performing teams
• Strong expertise in Braze or similar
• Exceptional communication skills, both written and verbal
• Equally analytics and creative
• Not afraid to roll up your sleeves and dig into the weeds
• Highly strategic thinker that operates with an ‘enterprise first’ mentality’
• Highly analytical with the ability to translate data into actionable insights and strategies

A Great Candidate…

• Owns challenges and drives solutions with confidence
• Communicates directly and effectively and pursues the truth, even in difficult moments
• Is motivated and driven by ambitious goals
• Adapts quickly, taking on various responsibilities with enthusiasm
• Embraces periods of intensity and knows when to shift gears
• Is career-driven and aspires to grow
• Is passionate about Good Inside's mission and eager to make a real impact

What We Offer

• Competitive Compensation: base salary for this role will be $150k - $165k 
• Company Equity
• Comprehensive benefits package
• 401k + Company match
• Generous time off and work-life balance initiatives
• Flexible hybrid work environment
• A high-performing team committed to transforming parenting
• A culture that values direct communication, embraces challenges, and celebrates wins