Senior Lifecycle Marketing Manager, Provider Audience

This is a fully remote position, open to applicants in Alabama, +21 more locations.

📋 Description

• Take ownership of the provider lifecycle within Tava’s product, managing the journey from approval to activation, ensuring 12-month retention, and maintaining high retention rates beyond 13 months.

• Identify points where approved providers may experience delays and design triggered journeys to facilitate their activation.

• Mitigate challenges related to setup, insurance billing, network referrals, and the transition of existing clients to Tava.

• Develop automated programs that support Provider Success and pinpoint providers who require human intervention.

• Foster weekly provider engagement through timely and personalized prompts, while encouraging the use of insurance billing and network referral functionalities.

• Detect churn risks and create re-engagement initiatives.

• Establish scalable feedback mechanisms for providers and communicate insights to the Product team.

• Design engagement and growth strategies for long-tenured providers.

• Examine the behavior of retained providers and leverage insights to enhance broader lifecycle journeys.

• Take charge of optimizing provider drip campaigns and inbound signup processes in collaboration with Provider Growth.

• Define, execute, and troubleshoot product events in conjunction with Product and Engineering teams.

• Address data discrepancies among the product, automation platform, and HubSpot.

• Create triggering architecture, including API-based event tracking and native integrations.

• Develop and test in-product messages along with responsive, dynamic email and SMS templates that incorporate conditional logic and fallbacks.

• Maintain provider segments based on lifecycle stage, tenure, activity, and feature adoption.

• Conduct A/B testing on prompts, emails, SMS, timing, segments, and onboarding processes.

• Measure and report on lifecycle metrics such as time to activation, feature adoption, 12-month retention, and churn; provide insights and recommendations to stakeholders.

• Utilize AI tools daily for tasks involving copywriting, variant testing, segmentation, analysis, and automation.

• Craft communications while considering HIPAA regulations and clinical sensitivity.

⛳️ Requirements

• Bachelor’s degree in Marketing, Communications, Business, or a related discipline.

• A minimum of 4 years of experience in lifecycle, CRM, or retention marketing, preferably for SaaS users, small businesses, the supply side of a marketplace, or B2B/B2C products.

• Proven success in improving activation, feature adoption, or retention and churn metrics, with quantifiable results to discuss.

• Practical experience with a lifecycle or marketing automation platform (such as HubSpot, Iterable, or similar), including creating event- and behavior-triggered journeys across in-product, email, and SMS.

• Strong skills in segmentation and comfort working with data: SQL, cohort and retention analysis, and BI tools.

• Familiarity with event tracking and experience collaborating with Engineering teams on it.

• Ability to write clear and engaging copy that respects the time constraints of clinicians.

• Daily use of AI in marketing tasks, with relevant examples available.

• Experience marketing to clinicians or other licensed professionals, small-business/owner-operated SaaS customers, and experience in a HIPAA-compliant environment is advantageous.

• Candidates must possess authorization to work in the U.S. without requiring company sponsorship now or in the future.

🏝️ Benefits

• Competitive salary and stock options, allowing you to share in the company’s success.

• Comprehensive medical and dental premiums fully covered for you and your family, along with optional insurance plans.

• Generous mental health benefits provided by Tava at no cost.

• Monthly HSA contributions for eligible enrolled employees.

• Ample PTO and paid holidays.

• Paid parental leave.

• 401(k) retirement savings plan.

• Weekly company-paid lunches via DoorDash, along with a personal DashPass subscription.

• Opportunity to make a significant impact in a rapidly growing, mission-driven company.