Director of Lifecycle Marketing

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! 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 #J-18808-Ljbffr Munchkin