Lifecycle Marketing Manager

About Tiny HealthTiny Health is advancing lifelong health, from the first 1,000 days to the last, and addressing chronic disease through precision microbiome science. Founded in 2020 and built by microbiome scientists and physicians, our testing platform reveals whether your microbiome is trending toward resilience or imbalances using shotgun metagenomics, proprietary AI, and one of the world's largest longitudinal datasets. Trusted by families and health practitioners alike, our research-backed gut and vaginal tests are redefining the microbiome as a cornerstone of personalized health through every life stage. Learn more at tinyhealth.com and poweredbytiny.com.The OpportunityWe’re hiring a Lifecycle Marketing Manager to own the entire customer journey — from the moment someone discovers Tiny Health through member retention. This is a high-impact, high-ownership role at the intersection of strategy and execution. Email and SMS are your primary channels, but you’ll also shape how we use direct mail, in-app messaging, and other touchpoints to keep our customers engaged, drive repeat purchases, and deepen their relationship with Tiny Health over time.You’ll collaborate closely with our growth, content, and product teams, and take full ownership of our lifecycle agency relationship, setting direction and holding them accountable to performance.What You’ll DoLifecycle StrategyBuild and evolve Tiny Health’s end-to-end lifecycle strategy across the full customer journey from activation through retention, upsell, and win-backDevelop segmentation frameworks that account for product line (baby, child, adult gut health, vaginal health, and Tiny+ memberships), test results, and member behaviorManage distinct lifecycle journeys for our two core audiences: parents focused on infant and early childhood gut health, and adults seeking digestive health insightsIdentify and close gaps in the current program: segmentation depth, testing cadence, content quality, and performancePartner with the growth team to connect lifecycle programs with acquisition insights and conversion dataEmail and SMS Program ExecutionOwn all lifecycle email and SMS end-to-end flows, campaigns, promotions, and transactional sequences built and managed in KlaviyoLeverage Shopify and Recharge data to power segmentation, trigger-based flows, and subscription lifecycle programs (trials, renewals, cancellation saves)Write, brief, and QA email copy in Tiny Health’s brand voice; partner with our copywriter for larger campaignsOwn deliverability, list health, and ESP hygiene, and moreAnalytics, reporting & testing cadenceBuild and launch a lifecycle performance dashboard that surfaces weekly optimization signals across list growth, flow performance, and campaign revenue, establishing the data infrastructure this role runs onDeliver monthly analytics reports with strategic recommendations and prioritized testing plans attachedMaintain a structured testing cadence across subject lines, send timing, CTAs, segmentation logic, and content, translating test results into durable program improvementsWelcome Flows & First ConversionDesign and continuously optimize welcome sequences for newly acquired leads, orienting them to the science, the product, and the Tiny Health communityBuild and optimize a dedicated membership acquisition program for prospects — including a new quiz-based entry point that segments leads by health goal and routes them into tailored nurture sequences designed to drive membership conversion over single-purchase outcomesDevelop segmented welcome paths based on acquisition source, expressed interest (baby vs. child vs. adult gut health vs. vaginal microbiome), and early behavioral signalsRetention & Member EngagementOwn membership KPIs: upsell, renewal rate, churn by cohort and lifecycle stage, repeat purchase rate, and subscription retentionDesign member journeys that drive meaningful product usage, with a specific focus on increasing the rate of members completing multiple tests annually and utilizing coaching session, since product engagement is a strong predictor of renewalWork with product marketing to ensure lifecycle programs reflect new features, content releases, and science milestones that give members reasons to stay and re-engageIdentify and address specific drivers of late-stage churn with targeted save sequences triggered by disengagement signals upstreamTranslate performance data into clear insights and use them to continuously raise the barAgency ManagementServe as the primary internal owner of our lifecycle agency relationshipSet strategic direction, review creative and copy output, and hold the agency accountable to performance standardsEnsure agency work reflects Tiny Health’s brand voice, regulatory requirements, and member experience standardsQualificationsRequired3–7 years of lifecycle, CRM, or email marketing experience at a DTC, subscription, or consumer health brandHands-on Klaviyo experience or similar email platform: You know the platform well and can build flows, segments, and campaigns without hand-holdingFamiliarity with Shopify and Recharge (or comparable e-commerce and subscription platforms)Experience building and optimizing lifecycle programs for multiple distinct audiences or segmentsStrong strategic instincts paired with real execution skills: You can set direction and do the workFamiliarity with the full customer funnel: You understand how lifecycle connects to acquisition, activation, and revenueStrong written communication; comfort writing, copy editing or briefing email copyData-driven: you know which metrics matter, how to read them, and how to act on them.Analytically fluent: you're comfortable pulling your own data in Klaviyo and Shopify, building performance reports, and translating numbers into clear decisions. You don't wait for someone else to tell you what's workingHighly organized and self-directed: You manage competing priorities without dropping the ballExperience managing or directing external agenciesPreferredPrevious experience in a fast-paced startup environmentWork experience in DTC health/wellness companiesExperience working remotely, with proficiency in SlackSelf-directed, proactive, and comfortable with ambiguityFamiliarity with gut health, microbiome, or family health categoriesHow we workRemote-First Company: our working hours follow a 2 hour window from 9 am - 6 pm CSTDriven by an ambitious mission: we're reinventing how we should think about wellness from the first 1,000 days to the lastShape what we build, not just how we build it: we prioritize experimentation with taking ownership, and moving fastNo hidden agendas: we operate with full transparency because when everyone's working from the same honest picture, you spend less time on politics and more time on impactHigh standards, human culture: we hold ourselves to a high bar and do it alongside a team who can laugh at themselves and make the hard days genuinely enjoyableOur ValuesLearn fast, be betterWhat that looks like: You deliver your output when it creates value, not when it’s perfect. After, you continuously monitor it and improve it over time.Be relentlessly resourcefulWhat that looks like: When faced with a blocker, you map three alternative solutions, highlight your favourite, justify why, and seek quick feedback from your team.Think like an ownerWhat that looks like: When something needs to get done, you own it, communicate cross-functionally, and see it across the finish line.Act with honesty and empathyWhat that looks like: When a colleague shares an idea that carries real risk, you challenge it in the moment and do it with kindness.Delight people by anticipating their needsWhat that looks like: You put yourselves in the shoes of the customer or collaborator before presenting an idea, process, or proposal, and curate your communication to address their pain points.