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Salary: USD 143,800 - 191,700 / annual
Babylist is seeking a Senior Integrated Marketing Manager to own the go-to-market strategy for the Wishlist product—a core feature driving customer lifetime value. This is a new role and an individual contributor position that requires deep cross-functional partnership across product, creative, growth, and communications teams.
You will become the expert on the Babylist Wishlist user, conducting user research, market sizing, and journey mapping to understand motivations and needs. You'll develop integrated GTM strategies for every Wishlist moment—feature launches, seasonal campaigns, and registry-tied initiatives—and direct editorial and content work by briefing Brand & Creative and Content/Social teams. You report to the Director of Customer Marketing and hand finished plans directly to execution centers, maintaining accountability for measurable Wishlist adoption growth.
Key responsibilities include: building the internal playbook for the Wishlist user (competitive analysis, market opportunity sizing, success metrics); creating the customer marketing value proposition across all channels; directing content and editorial needs without owning the creative function; demonstrating competency in evaluating creative quality and measuring its impact; and driving parallel execution across Brand & Creative, Growth channels, and Corporate Communications.
You'll work inside the product squad itself, shaping the roadmap rather than reacting to it. This is one of the first two hires into a brand-new integrated marketing model, so you'll define what good looks like rather than inherit a process. You have the opportunity to shape the growth of one of Babylist's highest-leverage customer journeys.
Babylist is the leading platform for expecting and new families, serving 10+ million annual shoppers. The company has expanded from a universal registry into a full ecosystem including the Babylist Shop, Babylist Health, Babylist Money, physical showrooms, and branded content, generating $750M in revenue in 2025.
