Director of Lifecycle Marketing

Who We Are: 

WHY Brands Inc., a parent company of Munchkin, Inc., focuses on creating, incubating, and growing the next generation of consumer lifestyle brands. Founded in 1990, Munchkin is the leading consumer product company and most loved baby lifestyle brand behind the innovative gear and products for children, mothers, and caregivers. Munchkin has sold billions of dollars of products through our key retail partners: Target, Walmart, and Amazon and has global distribution in over 50 countries. With over 375+ patents under our belt and over 250 +international product and brand design awards, we continue to create solutions that leave our customers asking, "how did I ever live without this?" Innovation is the core of our company DNA and has been driving our designs for over 30 years!  Recognized as #8 on America’s Most Innovative Companies list by Fortune Magazine, innovation is the core of our company DNA and has been driving our designs for 30 years!  

We lead with our core values and believe that investing in the community is our responsibility.  We create opportunities for every child’s potential and well-being through the Radiant Colors program, work to create a sustainable future, and in partnership with the International Fund for Animal Welfare have committed to animal conservation.   

There is no better time than now to join WHY Brands as we embark on our next and biggest growth journey, and you could be the next influential leader to play a key role in driving enormous customer-centered value and growth.   

Position Summary:

The Director of Lifecycle Marketing is the senior growth leader responsible for the health, engagement and long-term value of Munchkin’s customer base. This role owns lifecycle marketing as an integrated growth system — connecting acquisition nurture, conversion, activation, engagement, repeat purchase, loyalty, retention and win-back to drive customer lifetime value and profitable revenue.

Reporting to the VP of Digital Growth, this leader will own the strategy and performance of Munchkin's first-party customer communications across email, SMS, push and emerging direct-to-consumer channels, while building the segmentation, personalization, automation and measurement capabilities required to scale. The role will also shape subscription, loyalty and referral strategies where they create meaningful consumer and economic value, with Formula as an important near-term use case for replenishment, onboarding and retention.

This is not an email-calendar role. It is a strategic builder position at the intersection of consumer growth, CRM, data, technology and performance marketing. The Director will lead a Performance Marketing Manager focused primarily on lower-funnel paid media and work across DTC, TikTok Shop and other digital channels to turn acquired customers into higher-value relationships.

What you will do:

• Own the End-to-End Lifecycle Strategy. Define the customer growth roadmap from lead capture and acquisition nurture through first purchase, onboarding, cross-sell, repeat, loyalty, retention and win-back. Translate enterprise growth goals into clear lifecycle priorities, forecasts and measurable revenue outcomes.

• Lead CRM & Owned-Channel Performance. Own email, SMS, push and future direct-to-consumer communication channels, including contact strategy, segmentation, automation, deliverability, testing and performance. Balance promotional productivity with long-term customer health and brand experience.

• Build Segmentation & Personalization at Scale. Use first-party, behavioral, transactional and product/category data to create meaningful customer segments and trigger-based journeys. Move the organization from broad campaign sends toward increasingly personalized next-best-message, next-best-offer and next-best-product experiences.

• Own Retention, Loyalty & Subscription Strategy. Develop the roadmap for loyalty, subscription, replenishment, referral and other retention mechanisms where they fit Munchkin's portfolio. Identify the consumer value proposition and economics required to improve repeat rate, tenure and lifetime value. For Formula and other repeatable categories, shape onboarding, reorder journeys, churn reduction, win-back and second-order conversion.

• Create a Lifecycle Measurement & Forecasting System. Establish lifecycle KPIs and cohort reporting across conversion, repeat purchase, churn, reactivation, revenue per customer, LTV and channel contribution. Build forecasts and performance narratives that make lifecycle impact visible to senior leadership. Turn customer data into clear actions across segments, journeys, offers and investment decisions.

• Drive a High-Velocity Experimentation Agenda. Build a rigorous test-and-learn roadmap across journeys, offers, cadence, creative, timing, segmentation and channel mix. Turn test results into repeatable playbooks and continuously reallocate effort toward the highest-value opportunities.

• Connect Lifecycle to Paid Performance Marketing. Lead the Performance Marketing Manager and connect CRM audiences, retargeting and lower-funnel media into one customer-growth system. Use first-party signals to improve acquisition efficiency and ensure paid media and owned channels work together rather than as separate funnels.

• Partner on Customer Data, MarTech & Automation. Work with Digital Commerce, Analytics, IT/Technology and external partners to strengthen CRM/CDP architecture, identity resolution, data quality, automation and measurement. Define business requirements and ensure technology enables strategy rather than driving it.

• Orchestrate the Customer Journey Across the Business. Partner with Brand, Social, Consumer Insights, Customer Service and Product Innovation so lifecycle communications reflect the parenting journey, key category moments and major launches while maintaining a coherent, valuable customer experience.

• Build the Capability & Team. Manage and develop the Performance Marketing Manager and help define the future lifecycle organization, agency/technology partner model and operating rhythms. Bring a builder mindset, high standards and strong accountability to a capability that is still being scaled.

• Other duties may be assigned.

You will bring:

• Lifecycle leadership. 8–12+ years of progressive lifecycle, CRM, retention, growth or customer marketing experience in a consumer business, with meaningful ownership of email/SMS and automated customer journeys.
• End-to-end customer growth. Demonstrated experience across acquisition nurture, conversion, onboarding, engagement, repeat, retention and reactivation — not only promotional CRM execution.
• Retention / LTV orientation. Strong command of repeat rate, retention, churn, cohort behavior, customer lifetime value and the economics of loyalty and subscription programs. Experience with consumable subscription, replenishment or repeat-purchase models is a plus.
• Segmentation & personalization depth. Proven ability to use behavioral and transactional data to build segments, triggers, personalization strategies and automated journeys at scale.
• Analytical and experimentation rigor. Strong test-and-learn discipline with experience building KPI frameworks, forecasts, cohort analyses and incrementality-oriented measurement that connect lifecycle activity to revenue. Highly fluent in customer data, segmentation, LTV, retention/churn and translating insights into action.
• MarTech fluency. Hands-on understanding of modern ESP/CRM, CDP, SMS, personalization and analytics platforms; able to translate business strategy into data and technology requirements without needing to be the technical owner.
• Consumer / eCommerce experience. Experience in DTC, CPG, retail, subscription, marketplace, beauty, wellness, parenting or another high-frequency consumer environment strongly valued. Exposure to baby, parenting, consumables, replenishment or subscription models is a plus, but not required.
• People leadership & builder mindset. Experience managing talent and external partners; high ownership, low ego and comfortable building process and capability in a lean, fast-moving organization.

We Got You Covered!  

As a Great Place to Work Certified™ company, we are committed to offering the best to our employees.  We offer a comprehensive benefits package that includes medical, vision, dental, prescription drug coverage, life insurance, wellness benefits, generous employer-matched 401(k) plan, Paid Childcare Leave, among other benefit plans.  Our total rewards are top of market and include competitive salary, bonus, and opportunities to earn equity.  We focus on supporting employee development and growth.   

We regularly hold social functions to foster a genuine camaraderie that enhances teamwork. At our company-wide award functions, we take time to recognize the talent and dedication of the people who make Munchkin the most loved baby lifestyle brand in the world. 

To give our people flexibility, we offer hybrid work environment.  Munchkin’s Hybrid Schedule is where an employee works in the office on Monday, Wednesday, and Thursday, and remotely on Tuesday and Friday. 

Employees enjoy an annual weeklong global office closure, giving our people an extra chance to recharge.    

Salary range: $150,000 - $175,000

To learn more, visit us at www.munchkin.com.  

Munchkin welcomes and values what makes everyone unique.  We’re proud to be an equal opportunity and affirmative action employer. All hires for our team are based on qualifications, merit, and business needs. We recruit, employ, train, and promote regardless of race, color, religion, disability, sex, sexual orientation, gender identity, national origin, age, veteran status, genetic characteristic, or any other protected status.  

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