Responsibilities

• own integrated go-to-market strategy for every Wishlist moment: feature launches, seasonal pushes, and campaign activity tied to Registry/Wishlist
• own user research, market sizing, and journey mapping
• become the expert on the wishlist user
• direct the editorial and content work needed to bring each plan to life
• report to the Director, Customer Marketing, and hand finished plans straight to Brand & Creative, Growth channels, and Corporate Communications for execution, reporting on progress, and iterating to drive wishlist adoption and growth
• create a single point of partnership across product and marketing to enable faster and more cohesive go to market ways of working
• build the integrated GTM strategy for every Wishlist moment, in lockstep with the product squad's roadmap
• direct editorial and content needs for Wishlist, briefing Brand & Creative and Content/Social directly
• demonstrate a level of competency on what good creative looks like and how to measure its success
• create the internal playbook for this user and product, including competitive analysis, market opportunity and sizing and what good will look like in our marketing

Requirements

• You have worked in an Integrated Marketing role in a Senior role, leading through influence with proven success. - this is an IC role, requiring deep cross functional partnership to succeed.
• User focused: Have taken UX, analytics and custom research and built a marketing strategy for a product that appeals to this specific customer.
• Consumer marketing experience at scale: you've built plans that work across email, push, SMS, paid, and site at once, not owned a single channel.
• Product marketing background: you can turn a feature roadmap into a customer story and a sequencing plan without much hand-holding
• A specific track record of driving business growth through cross-functional partnership- you can point to what you built and what it moved
• Comfortable directing editorial and content work without owning the creative function; you know what story needs telling and can brief it clearly
• Genuinely energized by ambiguity and lead with curiosity. There's no formal brief in this model, you build the plan from what you learn inside the squad
• You naturally reach for AI in your work. At Babylist, every team uses AI daily. You're already using it to move faster and improve your output, and you stay curious about what's coming next.
• You can lead through influence.

Benefits

• Company-paid medical, dental, and vision insurance
• Retirement savings plan with company matching and flexible spending accounts
• Generous paid parental leave and PTO
• Winter Wonder Week: the whole company takes a paid week off at the end of the year, whether or not you celebrate anything, so everyone's out at once and comes back refreshed
• Remote work stipend to set up your office
• Perks for physical, mental, and emotional health, parenting, childcare, and financial planning