Senior Integrated Marketing Manager,Wishlist

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