Head of Product Marketing

Job description

Tinybeans is a publicly-traded tech company that is in active growth mode, continuing to invest in fulfilling our mission- to connect parents and their families with the most trusted tools on the planet to help them thrive. We feel fortunate to be welcoming more users to our platforms than ever before and playing an even more important role in parents’ lives..

With a platform reach of over 20 million users, a deep content partnership with Apple and a 5-star App Store rating, Tinybeans is on a mission to help families create real connections with each other and with tailored resources to help them thrive.

Your Part in Our Mission:

As a Head of Product Marketing at Tinybeans, you will work closely with cross-functional product teams and shape the narrative of our product and bring it to life and craft a product marketing strategy to connect users with product magic.

In this role, you will work closely with the product team to conceptualize, shape, and launch truly helpful features and experiences. You will drive research and insights, core positioning and go-to-market for new Tinybeans experiences and products. You will work closely with our product, engineering, research, and public relation teams, as well as partner closely with marketing teams to ensure we deliver a cohesive story and experience.

You will…

  • Support the evaluation of opportunities to drive business performance of the products across the key areas of the business:
    • Growth: Build models and structured analysis to support investment cases for growing App & Subscription business (potential areas include international expansion, introducing new pricing tiers, and promotional offers)

    • Funnel optimization: Identify opportunities to improve the existing business by optimizing the top and middle of the acquisition funnel (download-to-trial, trial to sub)

    • Retention: Become an expert on what the key drivers of retention are for subscribers; identify product or marketing opportunities to drive retention improvements

  • Work cross-functionally across the organization, partnering with Leadership, Product Analytics, Data Science, Product, and Marketing teams to conduct analysis and recommend/drive improved business outcomes

  • Own and continuously improve monthly reporting for each product line; conduct associated follow-ups / deep-dive analysis

  • Support forecasting and other P&L management activities; conduct one-off analyses as requested by leadership

  • Build broad ties across Tinybeans teams to identify synergies and amplify marketing efforts

  • Responsible for using marketing to drive engagement with our offerings, through email, push notifications, within our mobile app and in the product experience

  • Responsible for maximum transactional engagement by optimizing product and promotional placement in our product content within the User experience

  • Work cross functionally with the UX product design team to consult on placements of our products and promotions

  • Drive “parent first” design and decision making across the organization

  • Plan and execute where to market Tinybeans Subscriptions within the Tinybeans experience, and understand the conversion process to include when to trigger marketing channels including email, direct mail, social media etc.

  • Utilize segmentation and dynamic content to promote the right offering to the right owners

  • Work with channel marketing owners (Direct Mail, Email, Partners, SEM, SEO, Social, Web, Digital, etc) to optimize channel mix and deliver campaigns that boost awareness and engagement

  • Responsible for understanding if our parents are consuming content, completing milestones, adding memories, buying photo products, and taking advantage of affiliate offers

  • Collaborate with brand leaders, editorial directors and designers to share visually rich and viral content

  • Work with our business analytics team to consistently review analytics, and ensure consistent improvement across select metrics

  • Lead efforts to drive user adoption of our native app.

  • Develop member communication plans that deliver successful launches for new app features.

  • Partner with Product teams to improve performance of existing features and develop ideas for future builds.

  • Manage conversion of non-members from free to paid.

  • Embrace an iterative and evidence-oriented approach to building and improving our overall platform experience

Who you are...

  • You are data driven and goal oriented, you measure success both quantitatively and qualitatively, and understand the importance of both

  • Your communication skills are unrivaled, and you know how to make people listen and understand

  • You are curious and resourceful with a natural ability to solve problems and seek new information

  • You can see the big picture, but are willing to dive into the details to move projects along

  • You are a team player with a "no task is too small" attitude.

  • You have a proven track record of success in growing consumer facing products

  • You are knowledgeable of the latest best practices and technologies in the mobile, social media, local and shopping ecosystems and believe there is always a way we can continuously improve.

  • You enjoy working in a fast-paced and ever-changing environment.

  • Passionate about enriching family lives and building the most helpful platform for parents.

We will …

  • Provide you with flexible Work From Home policy

  • Expose you to all aspects of a start-up experiencing incredible growth.

  • Enable you to make a difference globally

  • Welcome you to be part of a publicly-traded company with a global reach

  • Offer you competitive compensation + yearly stock options and experience in brand marketing or strategy.

  • Product marketing exp

  • Health, dental, vision, and 401K

  • Encourage you to recharge your batteries; Generous time off policy, additional sick & personal time, and 10 paid holidays

  • A playful team that supports one another like family



  • Bachelor's degree or equivalent practical experience.

  • 10 years of experience on kids and families products.

  • Experience leading a team of product marketers.

Preferred Qualifications

  • Experience managing agencies to successfully develop user insights, develop campaigns, and create online and offline activations.

  • Experience leading highly cross-functional teams with an ability to build alignment and consensus.

  • Ability to deliver quality output with tight deadlines in an often ambiguous and fast-paced environment.

  • Excellent brand strategy, project management, storytelling, and leadership skills to manage complex projects that balance multiple priorities.

  • Excellent written communication skills, both in terms of internal-facing communications (e.g., presentations, one-pagers, etc.) and external-facing communications (e.g., social media posts, ad copy, website copy, etc.).

At Tinybeans, we work hard and are committed to building a diverse team, fostering an inclusive culture, and investing in equity across our organization. Together, with our different perspectives, experiences, and backgrounds, our people are successful in jobs and are better able to address the needs of our customers.