Product Growth Marketing Manager, Lifecycle &… at Valsoft… · Remote

About KidKare

The people who care for and feed children every day have enough on their plates. Their software shouldn't add to it.

For more than 30 years, KidKare has built technology for the people behind childcare and child nutrition, helping them spend less time on paperwork, compliance, and administrative work and more time focused on the children and communities they serve.

Our roots run deep in the Child and Adult Care Food Program (CACFP), a federal nutrition program that helps provide healthy meals and snacks to children and adults across the country. Today, we're building on that expertise with a growing ecosystem of software supporting childcare organizations across food program compliance, business management, professional development, and licensing.

We're growing into new products, new markets, and have a much bigger vision for what KidKare can do for the childcare community. To support these goals, we're looking for a Product Growth Marketing Manager, Lifecycle & GTM Systems to build and run the engine that turns our product value into pipeline, adoption, and revenue.

Position Summary

This is an execution-first growth role.

You'll partner with Product and Revenue Operations leadership to define the positioning and value proposition for each product, then put them to work: translating individual product propositions and features into audience-specific messaging and deploying that messaging through various tactics. You’ll be involved in managing the CRM, data enrichment, prospect scoring, routing, & lifecycle marketing. You'll report to our VP of Revenue Operations and work across Product, Sales, and Customer Growth to turn every launch and feature release into measurable pipeline, adoption, and expansion.

In a given week you might ship a new CRM workflow, tune a fit-and-intent scoring model, launch a demand-gen test to a newly enriched segment, build an app telemtry guide for a feature release, fix a routing rule that's sending leads to the wrong queue, or walk leadership through what moved in the funnel and why.

You'll build the machine, and you'll run it.

You'll partner closely with our Digital Marketing Manager, who owns brand, creative, content, and channel execution. You'll own the systems, segmentation, lifecycle logic, experiment design, and measurement that make that work reach the right audience at the right moment. Together, you'll turn product and market insight into demand.

Primary Responsibilities

Positioning, Feature Messaging & Launch Execution

• 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.

CRM Management & GTM Systems

• 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.

Enrichment, AI Scoring & Routing

• 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.

Demand Generation Experiments

• 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.

Lifecycle & In-App Engagement

• 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.

Funnel Reporting & Measurement

• 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.

What Success Looks Like

• First 90 days: You've aligned with product leadership on positioning for priority products; audited HubSpot data, lifecycle stages, and routing; published agreed funnel definitions; shipped a baseline funnel dashboard; and launched your first experiments.

• First 6 months: Enrichment and scoring are live and routing leads to Sales and Customer Growth against defined SLAs; core onboarding and adoption journeys are running across email and in-app; and experiments ship on a steady cadence with documented results.

• First 12 months: Every feature release runs through a repeatable launch playbook executed in the stack; conversion, speed-to-lead, and product adoption show measurable lift; and leadership uses your funnel reporting to make investment decisions.

You'll Probably Love This Role If…

• You're a builder who loves making the machine work, not just drawing the diagram. You'd rather ship the test than debate it.

• You're curious about customers, competitors, and markets and naturally find yourself asking, “Where's the opportunity here?”

• You read a feature release and immediately think about the segment, the trigger, the channel, and the metric.

• Messy CRM data bothers you, and you'd rather fix it at the source than patch it in a spreadsheet.

• You think in funnels and can explain, in plain language, why a conversion rate moved.

• You use AI as a force multiplier in real workflows, from enrichment and scoring to research and content variants, and you know where it helps and where it doesn't.

• You’re a natural collaborative and aren’t afraid to step outside of the RevOps team to work with Product, Sales, Customer Growth, and leadership.

• You're comfortable owning your work end to end without needing a huge team around you.

• You're excited to build the GTM engine rather than inherit a finished one.

Required Qualifications

• 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.

Preferred Qualifications

Experience with CACFP, childcare, child nutrition, education, government programs, or other regulated industries is a huge plus, but not a requirement.

CACFP has its own language, regulations, acronyms, and complexities. If you already know it, amazing. If you don't, you'll be surrounded by an exceptional team of people who do, and we'll help you get up to speed.

A few other things we'd love to see:

• 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.

Why KidKare?

We're at an exciting inflection point, taking decades of experience in childcare and child nutrition and using it to build a broader ecosystem of products for the organizations and people who help care for our communities.

You won't be starting from scratch. We've invested deeply in understanding our customers, markets, competitors, and products. But we're not handing you a finished machine and asking you to keep it running.

We want you to build the engine that powers what comes next.

If you want to own the systems, run the experiments, build the lifecycle, measure the funnel, and see exactly how your work moves pipeline and adoption, you'll have plenty to dig into here.

All qualified applicants will be afforded equal employment opportunities without discrimination because of race, creed, color, national origin, sex, age, disability, or marital status.

#KidKare