生命周期营销负责人
Lifecycle Marketing Lead
### 关于Bobbie
Bobbie生产欧洲风格的有机婴儿配方奶粉，全程在美国制造，因为我们相信每位父母都值得自信地喂养宝宝，无需评判，也无需妥协。没有神秘成分，没有捷径。只有干净、精心制作的配方奶粉，让父母可以信赖。
但Bobbie从来不仅仅是一家配方奶粉公司。当2022年全国婴儿配方奶粉短缺导致全国各地的父母无法喂养宝宝时，我们关闭了新客户订单，而不是让任何一个现有家庭缺少配方奶粉。我们前往华盛顿。我们发声。我们开放了俄亥俄州海斯的制造设施，以确保类似的事情永远不会再次发生。
这就是我们的样子，你将加入的就是这样的公司。
### Bobbie for Change
我们的倡导部门Bobbie for Change存在，是因为如果育儿相关的系统仍然存在问题，仅仅生产优质的配方奶粉是不够的。我们争取联邦带薪育儿假，推动立法防止未来的配方奶粉短缺，倡导喂养公平，并支持那些面临困境的家庭，包括通过Bobbie Breasties项目向受乳腺癌和妇科癌症影响的父母捐赠配方奶粉。
我们是一家真正相信成为父母会让你成为一名活动家的公司。在这里工作的人也深有同感。
#### **关于该职位**
Bobbie正在寻找一位生命周期营销负责人（相当于高级经理），帮助推动整个购买路径的留存策略。这是一个高自主权、高可见度的职位，涵盖塑造Bobbie与父母在整个旅程中沟通方式的渠道和关键时刻，包括电子邮件和短信、网站个性化、再定位、忠诚度以及以客户体验为中心的触点。成功将体现在列表增长、获客和来自重复客户的收入上。
你将向生命周期总监汇报，支持我们在各渠道的生命周期路线图和留存策略，同时负责关键功能项目的全流程实施和发布。作为公认的专家，你将作为思想合作伙伴，深入了解Bobbie客户在每个触点上的体验。
我们寻找一位在短信和电子邮件方面具有专业知识的人，有操作其他生命周期渠道的经验，并希望帮助Bobbie保持生命周期营销的前沿地位。
#### **你将负责**
**策略与责任**
- 与总监合作
查看英文原文
### About Bobbie
Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S., because we believe every parent deserves to feed their baby with confidence, without judgment and without compromise. No mystery ingredients. No shortcuts. Just clean, thoughtfully made formula that parents can trust.
But Bobbie has never been just a formula company. When the 2022 national infant formula shortage left parents across the country unable to feed their babies, we closed our storefront to new customers rather than leave a single existing family without formula. We went to Washington. We got loud. And we opened our Heath, Ohio manufacturing facility to make sure something like that could never happen again.
That's who we are, and that's what you'd be joining.
### Bobbie for Change
Our advocacy arm, Bobbie for Change, exists because making great formula isn't enough if the systems around parenthood are still broken. We fight for paid federal parental leave, push for legislation to prevent future formula shortages, advocate for feeding equity, and support families navigating impossible situations, including donating formula to parents impacted by breast and gynecologic cancers through the Bobbie Breasties program.
We're a company that genuinely believes becoming a parent makes you an activist. The people who work here feel that too.
#### **About the Role**
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.
#### **What You'll Do**
**Strategy & Ownership**
- 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
**Execution & Cross-Functional Partnership**
- 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
#### **What You'll Bring**
- 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
#### **What You'll Need**
- 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
#### **You’re inspired by our core values:**
- Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.
- Nurture the Tension - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners.
- Deliver Ounce by Ounce - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don’t have to.
- Don’t Assume - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.
### **Compensation and Benefits:**
**Compensation**
Our salaries are based on paying competitively for our size and industry. For fully remote roles, we have a single salary target per role that is differentiated based on geographic location (Group A, B, or C).
- Group A (SF/Bay Area, Seattle, NYC): $180,000
- Group B (Los Angeles, Chicago, Austin, Denver, Boston, Washington DC, San Diego, Philadelphia, Portland, Sacramento): $170,000
- Group C (All Other Cities): $160,000
**Benefits**
- Competitive stock options
- 401k with employer match
- Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction
- US-based remote work model
- Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
- 16 paid company holidays, plus an end of year holiday shut down
- 16 weeks of paid parental leave with the option to take an additional 8 months unpaid
- One year subscription to Bobbie
- $75 monthly internet stipend
- Co-working space reimbursement
At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.
Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.
[Bobbie Personnel Privacy Policy and Notice at Collection](https://docs.google.com/document/d/1UdDrOWiYp2du5y1svEYlqMhlsYyU04_f/edit)