Product Growth Marketing Manager, Lifecycle & GTM Systems

KidKare provides software supporting childcare organizations across food program compliance, business management, professional development, and licensing. The Product Growth Marketing Manager, Lifecycle & GTM Systems will build and operate growth systems that turn product value into pipeline, adoption, and revenue through positioning, CRM management, lifecycle marketing, experimentation, scoring, routing, and funnel measurement.

Responsibilities:

• Partner with product leadership to define and refine positioning and value propositions for each product and major release, grounded in customer, competitive, and market insight
• Translate individual product features and releases into audience-specific messaging (the value, the proof, and the call to action) for each persona and segment we serve, carrying positioning down to the feature level
• Execute launches through the systems you manage: target segments, lifecycle and nurture workflows, in-app guides, sales sequences and snippets, with launch tiers matched to the size of the release
• Package features into the battlecards, talk tracks, and objection handling our Sales and Customer Growth teams need, delivered inside CRM where reps actually work
• Manage the CRM as the system of record for marketing and lifecycle: data model, custom properties, lifecycle stages, lead status, lists and segments, forms, and workflow automation
• Maintain CRM data quality and governance, including deduplication, field standards, consistent deal stages across pipelines, and clear documentation, so Sales, Customer Growth, and leadership trust the data
• Orchestrate the GTM stack (CRM, app telemtry, data enrichment, and automation tools) so product, marketing, and sales data flow cleanly between systems
• Build and maintain enrichment workflows that close firmographic, contact, and segment data gaps, including vertical-specific sources relating to childcare, education, and food program participation data
• Design, deploy, and continuously tune fit, intent, and product-usage scoring models, using AI and predictive approaches where they outperform rules-based logic
• Own lead and account routing rules, handoff SLAs, and alerts to Sales and Customer Growth, and monitor speed-to-lead and conversion by route
• Run a structured demand-gen experimentation program: define the hypothesis, audience, channel, offer, success metric, and decision rule before launch, then scale or move to the next experiment based on results
• Build and execute campaigns, nurture tracks, and outbound sequences against enriched, scored segments, partnering with the Digital Marketing Manager on creative and channel execution
• Use customer, competitive, and market insight to surface new segments and opportunities worth testing, and maintain a prioritized backlog and a visible results log so learnings compound
• Own lifecycle programs across the customer journey: onboarding, activation, feature adoption, cross-sell and expansion, renewal, and win-back
• Build behavior-triggered journeys that combine CRM email and telemetry in-app guides, driven by product usage signals rather than calendar cadence alone
• Partner with Product and Customer Growth to identify adoption gaps and cross-sell opportunities across our product portfolio, and run the programs that close them
• Support maintenance of funnel stage definitions and conversion logic from first touch through closed-won, activation, and expansion
• Build and own dashboards and recurring funnel reporting for RevOps and leadership, covering pipeline, conversion rates, velocity, channel and campaign performance, and product adoption
• Set attribution and experiment measurement standards, and translate the numbers into clear recommendations on where to invest next. We care about great marketing, but ultimately we care about whether it drives growth

Requirements:

• 4+ years in growth marketing, lifecycle marketing, marketing operations, revenue operations, or GTM engineering or a related B2B SaaS role
• Hands-on CRM management/ownership as an admin or power user, including properties, lifecycle stages, workflows, lists, scoring, and reporting
• Experience partnering with product leadership to define positioning and value propositions, and a proven ability to translate individual features into audience-specific messaging deployed across campaigns, lifecycle programs, in-app experiences, and sales enablement
• Experience building data enrichment, lead scoring, and routing, including AI or predictive scoring approaches
• A track record of designing and running demand-gen experiments with clear hypotheses, success metrics, and documented outcomes
• Experience building behavior-triggered lifecycle programs across email and in-app channels
• Strong funnel reporting and analytics skills: defining stages and conversion metrics, building dashboards, and working comfortably with data in spreadsheets or BI tools
• Clear, concise writing, from lifecycle copy to experiment readouts to leadership summaries
• Strong project management and systems thinking, with a habit of documenting what you build
• A builder mentality and the ability to move comfortably between strategy and hands-on execution
• Experience with CACFP, childcare, child nutrition, education, government programs, or other regulated industries is a huge plus, but not a requirement
• Experience with vertical SaaS, multi-product portfolios, or marketing to both SMB and enterprise or public-sector buyers
• CRM certifications (Marketing, Sales, or Operations related) or hands-on experience with CRM AI and data enrichment features
• Hands-on experience with in-app engagement or product adoption platforms
• Experience with enrichment and GTM automation tools
• Technical comfort beyond the UI: SQL, APIs and webhooks, or light scripting (JavaScript or Python) to connect systems and automate workflows
• Comfort building AI-powered workflows for research, enrichment, scoring, and content variation. You know how to make AI your copilot, not your copywriter