Director, Lifecycle Marketing

Good Inside; New York (NY); Hybrid; USD 160,000 - 175,000; Full time

Job summary

Good Inside is seeking a Lifecycle Marketing Director to drive engagement, retention, and acquisition strategies for its innovative parenting app. This hybrid role involves optimizing communication strategies across multiple channels and achieving measurable growth metrics. Ideal candidates will have significant lifecycle marketing experience and a passion for leveraging technology to empower families.

Benefits

Competitive Compensation

Company Equity

401k + Company match

Generous time off

Flexible hybrid work environment

High-performing team culture

Qualifications

• 8-10 years of lifecycle marketing experience required.
• 3-4 years of experience leading high performing teams.
• Strong expertise in Braze or similar marketing tools.

Responsibilities

• Lead engagement, retention, and acquisition strategies across member and non-member audiences.
• Define and optimize member communication strategy across owned channels.
• Analyze cohort performance and develop actionable strategies based on data insights.

Skills

Lifecycle marketing

Data analysis

Strategic thinking

Communication

Team leadership

Customer segmentation

Education

Bachelor's degree or higher in Marketing or related field

Tools

Braze

Job description

Good Inside isn't just another parenting resource—we're creating an entirely new category that recognizes parenting as a skill to be learned and practiced, challenging the myth that it should “just come naturally.” Our approach? Sturdy leadership supported by cutting-edge technology. We believe parents deserve to be at the forefront of the tech revolution and so we created an app that offers personalized guidance, an AI-driven parenting advisor, and a global community of like-valued parents.

Founded by Dr. Becky Kennedy and Dr. Erica Belsky, we're on a mission to solve one of humanity's most complex challenges: raising resilient, confident kids in an ever-changing world. We have revolutionized how parents learn, grow, and connect - making expert guidance and community support accessible and engaging for millions of families worldwide. We’re off to a great start and we know our product is changing lives - which means we're gearing up for our next big leap: refining our product and expanding reach to empower even more parents worldwide.

At Good Inside, we're looking for relentless problem solvers who light up at the chance to do hard things and create an entirely new category of company. If you're passionate about leveraging tech to empower millions of families and driven to make a lasting impact on society, we want you on our team. Join us in shaping the future of parenting and being at the forefront of social change.

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
• 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
• 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 $160k - $175k
• Company Equity
• 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

Good Inside is an equal opportunity employer and as such, we do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, or any other characteristic protected by applicable laws.

We are dedicated to growing a diverse team of highly talented people. As much as we believe in focusing on the parent behind the parenting and the child behind the behavior, we believe in focusing on the person behind the job. We’re dedicated to building a workplace where we give each other the strategies, support, and space we each need to thrive—believing in and bringing out the good inside of everyone..

If you require any accommodations during the recruitment process, whether it be alternate forms of material, accessible meeting rooms, etc., please let us know and we will work with you to meet your needs.

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