Director of Product Marketing, App & Membership

Summary

Join Life360 as their Director of Product Marketing and lead the strategy and execution across their mobile app experience and paid membership offerings. You will be responsible for positioning, adoption, and go-to-market success for the full member journey. This role is both strategic and hands-on, working closely with Product, Design, and Engineering teams. You will leverage user insights, product narratives, and business impact to identify high-leverage opportunities and translate them into strategies that resonate with members and drive growth. The position requires a strong business orientation, experience with consumer mobile apps, and the ability to lead go-to-market strategies. Life360 offers a competitive salary and benefits package, including medical, dental, vision, life, and disability insurance, a 401(k) plan, and flexible PTO.

Requirements

• 10+ years in product marketing or lifecycle marketing. Must have experience leading product marketing for consumer mobile apps in high-scale environments (10M+ MAUs), ideally with freemium or tiered SaaS models
• Strong business orientation with experience framing market opportunities, sizing TAM/SAM/SOM, and influencing prioritization decisions based on commercial potential. Experience contributing to business cases for new product investments is a plus
• Empathetic, accountable leader who thrives in a mission-driven, fast-paced environment with a track record of developing talent, fostering collaboration, and building high-performing, cross-functional partnerships
• Proven ability to lead go-to-market and positioning strategies that drive business growth and member engagement
• Demonstrated success in influencing product roadmaps through insights, research, and customer-centric thinking. Experience shaping product narratives in a way that drives alignment and action across executive and cross-functional teams
• Comfortable using product analytics tools (e.g., Amplitude, Mixpanel) and forming strong hypotheses grounded in behavioral data. Strong fluency in experimentation frameworks and interpreting both quantitative and qualitative insights
• Strong grasp of competitive and category dynamics, with the ability to apply them to strategy and storytelling
• Exceptional cross-functional leader who aligns diverse teams around a shared vision and drives execution across disciplines
• High comfort level with AI and modern marketing tech stacks

Responsibilities

• Cross-Functional Leadership : Build productive partnerships across Product, Design, Growth, Sales,  Engineering, Marketing, and Creative team and others to ensure consistent and impactful experiences for our free and paid members
• Market Research & Member Insights : Lead the strategic development of user insights to deeply understand our member segments, unmet needs, motivations, and pain points through best-in-class qualitative and quantitative research. Champion the use of AI, behavioral analytics, and segmentation models to generate insights at scale that shape strategy and member experiences
• Software Innovation : Act as a strategic partner to Product and Design teams, partnering on the app roadmap with a focus on new member-facing features, personalization, and engagement levers and how we differentiate in the market
• Positioning and Messaging : Own the messaging hierarchy across a complex portfolio of free and paid features and services for our core Life360 app in ways that resonate with our audiences and drive consistency across our touchpoints. Elevate and refine storytelling to bring clarity to our mission and spark emotional resonance
• Go-to-Market Strategy : Lead marketing planning for new app feature launches and membership initiatives, ensuring alignment across teams and channels. Own the end-to-end lifecycle GTM playbook—from early-stage shaping to post-launch optimization. Collaborate with Analytics to track performance of software launches and campaigns, leveraging insights to optimize future initiatives
• Market & Opportunity Sizing: Conduct market sizing, TAM/SAM/SOM analysis, and opportunity assessments to inform product strategy, membership packaging, and long-term investments. Define success metrics and business requirements for each journey stage; partner with Analytics to build dashboards tracking funnel conversion, engagement, and revenue impact
• Pricing & Packaging : Work with Finance, Growth, and International teams to optimize our pricing strategy, user onboarding and upsell flows, and MAU engagement strategies across lifecycle stages
• Category & Competitive Intelligence : Maintain a strong pulse on the evolving family safety, location sharing, and mobile-first membership models. Synthesize trends and competitor insights to sharpen our POV and product-market fit

Preferred Qualifications

MBA, equivalent business training, and/or experience in management consulting is a plus

Benefits

• Competitive pay and benefits
• Medical, dental, vision, life and disability insurance plans (100% paid for employees)
• 401(k) plan with company matching program
• Mental Wellness Program & Employee Assistance Program (EAP) for mental well being
• Flexible PTO, 13 company wide days off throughout the year
• Winter and Summer Week-long Synchronized Company Shutdowns
• Learning & Development programs
• Equipment, tools, and reimbursement support for a productive remote environment
• Free Life360 Platinum Membership for your preferred circle
• Free Tile Products