Lifecycle Marketing Manager

This is a fully remote position, open to applicants in United States.

📋 Description

• Develop and enhance Tiny Health’s comprehensive lifecycle strategy throughout the entire customer journey, from activation to retention, upselling, and win-back initiatives.

• Create segmentation frameworks that consider product lines (baby, child, adult gut health, vaginal health, and Tiny+ memberships), test outcomes, and member behaviors.

• Oversee distinct lifecycle journeys for our primary audiences: parents concerned with infant and early childhood gut health, and adults seeking insights into digestive health.

• Identify and rectify gaps within the current program, including segmentation depth, testing frequency, content quality, and overall performance.

• Collaborate with the growth team to integrate lifecycle programs with acquisition insights and conversion data.

• Take ownership of all lifecycle email and SMS end-to-end flows, campaigns, promotions, and transactional sequences managed through Klaviyo.

• Utilize data from Shopify and Recharge to enhance segmentation, trigger-based flows, and subscription lifecycle programs (trials, renewals, and cancellation interventions).

• Write, brief, and conduct QA on email copy in alignment with Tiny Health’s brand voice; collaborate with our copywriter for larger campaigns.

• Manage deliverability, list health, ESP hygiene, and other related tasks.

• Create and launch a lifecycle performance dashboard that highlights weekly optimization signals regarding list growth, flow performance, and campaign revenue, establishing the data foundation for this role.

• Provide monthly analytics reports that include strategic recommendations and prioritized testing plans.

• Maintain a systematic testing rhythm across subject lines, send timings, CTAs, segmentation logic, and content, converting test results into lasting program enhancements.

• Design and continuously refine welcome sequences for newly acquired leads, guiding them through the science, product offerings, and Tiny Health community.

• Develop and optimize a targeted membership acquisition program for prospects, featuring a new quiz-based entry point that segments leads by health goals and directs them into tailored nurture sequences aimed at boosting membership conversions over single-purchase outcomes.

• Create segmented welcome paths based on acquisition sources, expressed interests (baby, child, adult gut health, or vaginal microbiome), and early behavioral indicators.

• Maintain responsibility for membership KPIs, including upsell rates, renewal rates, churn by cohort and lifecycle stage, repeat purchase rates, and subscription retention.

• Design member journeys that encourage significant product usage, particularly focusing on increasing the number of members completing multiple tests each year and engaging in coaching sessions, as product engagement is a strong predictor of renewal.

• Collaborate with product marketing to ensure lifecycle programs reflect new features, content releases, and scientific milestones that provide members with reasons to remain engaged.

• Identify and tackle specific causes of late-stage churn with targeted save sequences activated by upstream disengagement signals.

• Convert performance data into actionable insights and utilize them to consistently elevate standards.

• Act as the primary internal contact for our lifecycle agency relationship.

• Set strategic direction, review creative and copy outputs, and hold the agency accountable for performance metrics.

• Ensure agency outputs align with Tiny Health’s brand voice, regulatory standards, and member experience expectations.

⛳️ Requirements

• 3–7 years of experience in lifecycle, CRM, or email marketing within a DTC, subscription, or consumer health brand.

• Proficient in Klaviyo or a similar email platform: you are well-versed in the platform and capable of building flows, segments, and campaigns independently.

• Familiarity with Shopify and Recharge (or analogous e-commerce and subscription platforms).

• Proven experience in constructing and optimizing lifecycle programs for multiple distinct audiences or segments.

• Strong strategic instincts complemented by practical execution skills: you can define direction and execute the necessary work.

• Understanding of the full customer funnel: you recognize how lifecycle connects to acquisition, activation, and revenue.

• Excellent written communication skills; comfortable with writing, copy editing, or briefing email content.

• Data-driven mindset: you understand which metrics are crucial, how to interpret them, and how to act accordingly.

• Analytically skilled: you are comfortable extracting your own data from Klaviyo and Shopify, constructing performance reports, and translating figures into clear decisions without waiting for others.

• Highly organized and self-motivated: you effectively manage competing priorities without oversight.

• Experience managing or directing external agencies.

• Prior experience in a fast-paced startup environment (Preferred).

• Work experience within DTC health/wellness companies (Preferred).

• Experience working remotely, with proficiency in Slack (Preferred).

• Self-motivated, proactive, and comfortable with uncertainty (Preferred).

• Familiarity with gut health, microbiome, or family health categories (Preferred).

🏝️ Benefits

• Remote-First Company: our working hours follow a two-hour window from 9 am to 6 pm CST.

• Driven by an ambitious mission: we're redefining our approach to wellness from the first 1,000 days to the last.

• Influence what we create, not just how we create it: we prioritize experimentation, ownership, and swift action.

• No hidden agendas: we operate with complete transparency because when everyone shares the same honest perspective, less time is wasted on politics and more time is dedicated to impact.

• High standards and a human-centered culture: we hold ourselves to elevated standards while working alongside a team that values humor and makes challenging days genuinely enjoyable.