Director of Product Marketing, App & Membership

Life360’s mission is to keep people close to the ones they love. Our category-leading mobile app and Tile tracking devices empower members to protect the people, pets, and things they care about most, with a range of services including location sharing, safe driver reports, and crash detection with emergency dispatch. Life360 serves approximately 83.7 million monthly active users (MAU), as of May 2025 across more than 150 countries. 

Life360 delivers peace of mind and enhances everyday family life with seamless coordination for all the moments that matter, big and small. By continuing to innovate and deliver for our customers, we have become a household name and the must-have mobile-based membership for families (and those friends that basically are family).

Life360 has more than 500 (and growing!) remote-first employees. For more information, please visit life360.com.

Life360 is a Remote First company, which means a remote work environment will be the primary experience for all employees. All positions, unless otherwise specified, can be performed remotely (within the US) regardless of any specified location above. 

We’re looking for a Director of Product Marketing to lead strategy and execution across the Life360 mobile app experience and paid membership offerings. You’ll be responsible for positioning, adoption, and go-to-market success for the full member journey—from our free location-sharing experience to our highest-value premium tiers.

You’ll play a key role in shaping how we evolve our platform to help make everyday family life better—through AI-powered personalization, smarter onboarding, and breakthrough member experiences that define the future of safety, coordination, and connection—and how we communicate that value over time to deepen member engagement.

This role is both strategic and hands-on, sitting at the intersection of product, growth, and brand. You’ll partner closely with Product, Design, and Engineering to shape the roadmap and ensure that every member touchpoint—from onboarding to upsell—is clear, compelling, and cohesive. You’ll also be a key voice in determining where we go next, helping to define the future of our platform and category.

You’ll bring deep expertise in user insights, product narratives, and business impact. Whether it’s through market sizing, competitive analysis, or behavioral data, you’ll identify high-leverage opportunities and turn them into stories and strategies that resonate with our members and drive measurable growth.

The US-based salary range for this position is $171,000 to $252,000 USD. We take into consideration an individual's background and experience in determining final salary- therefore, base pay offered may vary considerably depending on geographic location, job-related knowledge, skills, and experience. The compensation package includes a wide range of medical, dental, vision, financial, and other benefits, as well as equity.

• 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.

• 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.

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

• 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

Our company’s mission driven culture is guided by our shared values to create a trusted work environment where you can bring your authentic self to work and make a positive difference 

• Be a Good Person - We have a team of high integrity people you can trust. 
• Be Direct With Respect - We communicate directly, even when it’s hard.
• Members Before Metrics - We focus on building an exceptional experience for families.
• High Intensity, High Impact - We do whatever it takes to get the job done. 

We believe that different ideas, perspectives and backgrounds create a stronger and more creative work environment that delivers better results. Together, we continue to build an inclusive culture that encourages, supports, and celebrates the diverse voices of our employees. It fuels our innovation and connects us closer to our customers and the communities we serve. We strive to create a workplace that reflects the communities we serve and where everyone feels empowered to bring their authentic best selves to work.

We are an equal opportunity employer and value diversity at Life360. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status or any legally protected status.  

We encourage people of all backgrounds to apply. We believe that a diversity of perspectives and experiences create a foundation for the best ideas. Come join us in building something meaningful. Even if you don’t meet 100% of the below qualifications, you should still seriously consider applying!

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