The posting
What the Role Is
This is a new role that owns integrated go-to-market strategy for every Wishlist moment: feature launches, seasonal pushes, and campaign activity tied to Registry/Wishlist. You’ll own user research, market sizing, and journey mapping, becoming the expert on the wishlist user. You'll direct the editorial and content work needed to bring each plan to life. You 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. This role exists because Wishlist is a core feature driving LTV growth, and needs a single owner focused on the user journey, threading strategy through to execution. This role will create a single point of partnership across product and marketing to enable faster and more cohesive go to market ways of working.
Who You Are
- 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.
How You Will Make An Impact
- You will become the expert on the Babylist Wishlist user, understand motivations, needs, and wants inside and out of the product.
- 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.
- Hand finished GTM plans straight to execution centers; Brand & Creative, Growth channels, Corporate Communications, and keep each moving in parallel
- Own the customer marketing value proposition for Wishlist across every channel it touches
- Drive measurable growth in Wishlist adoption, you're accountable for the number, not just the campaign activity around it
- Report progress and blockers directly to the Sr. Director, Customer Marketing
Why This Role
- You're one of the first two hires into a brand-new model. Integrated Marketing didn't exist here before, so you're defining what good looks like, not inheriting a process.
- Wishlist is one of Babylist's highest-leverage customer journeys, and this is a huge opportunity to shape the growth of this product.
- You'll work inside the product squad itself, not downstream of it and your plan shapes the roadmap instead of reacting to it.
About Compensation
We use a market-based approach to compensation. The starting salary range for this role is:
$143,800 to $191,700 + target 20% annual bonus and competitive equity
Your starting salary will be based on your location, experience, and qualifications, with increases over time tied to performance, role growth, and internal pay equity.
Who We Are
Babylist is the leading platform for expecting and new families. More than 10 million people shop with Babylist every year, making it the go-to destination for seamless purchasing, guidance, and expert recommendations. As a modern, AI-forward tech company, Babylist has expanded from a universal registry into a full ecosystem — the Babylist Shop, Babylist Health, Babylist Money, NYC and LA showrooms, branded content, and more — generating $750M in revenue in 2025. Building the generational brand in baby, Babylist is reshaping the $235B kids and baby market and helping parents feel confident, connected, and cared for at every step.
Our Ways of Working
Babylist is remote-first with team members across the U.S. and Canada who move fast, think smart, and use AI as part of how they work every day — not as an experiment, as an expectation. We come together twice a year to build the relationships behind the work, and we hire people who are genuinely excited about what's possible and prove it through how they show up.
Why You Will Love Working At Babylist
Our Culture
- We work with focus and intention, then step away to recharge
- We believe in exceptional management, and we invest in the tools and the time to connect with colleagues
- We build products that positively impact millions of people's lives
- AI is part of how we work, not a side experiment. You'll have leading tools like Claude and ChatGPT from day one, with no waiting on access, so the busywork gets handled and your judgment goes where it counts
Growth & Development
- Competitive pay and meaningful opportunities for career advancement
- We believe technology and data can solve hard problems
- We're committed to career progression and performance-based advancement
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
Important Notices
Recorded Interviews. Babylist uses an interview recording tool to record and transcribe interviews for evaluation purposes in accordance with applicable privacy laws. By participating in an interview, you consent to this recording and transcription.
Interview Integrity. AI is part of how we work at Babylist. We expect you to use it too. Your application and interviews should still reflect you and your own thinking. We'll tell you when AI is encouraged. Misrepresentation at any stage may result in removal from consideration for this and future roles.
How We Review Applications We use AI throughout our hiring process to help review, screen, and assess applications. These tools support our team's review; they do not replace it, and every hiring decision is made by a person.
Connections at Babylist. If you have a family member or close personal relationship with a current Babylist employee, please let your recruiter know. This helps us keep our process fair and transparent for everyone.
Protect Yourself from Scams. All official outreach comes from the Babylist Talent Team via @babylist.com email addresses only. We will never ask for payment or personal financial information. If you receive outreach via WhatsApp, Telegram, or a non-Babylist email, it's not us. Verify open roles at babylist.com/careers.
