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 Americas 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.â We create opportunities for every childs 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.â

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.â â

Position Summary:

The Director of Lifecycle Marketing is the senior growth leader responsible for the health engagement and long-term value of Munchkins 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 Munchkins 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 Munchkins 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. 812 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.â 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.â Our total rewards are top of market and include competitive salary bonus and opportunities to earn equity. âWe focus on supporting employee development and growth.â

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 . Munchkins 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: $150000 - $175000

To learn more visit us atâ .

Munchkin welcomes and values what makes everyone unique.â Were 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.

Required Experience:

Director