Lifecycle Marketing Lead

About this role

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 marketin

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