Lifecycle Marketing Manager

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Tiny Health

WebsiteLinkedInAll Job Openings

11 - 50 employees

Founded 2020

🏥 Healthcare

🛍️ eCommerce

👥 B2C

💰 $8.5M Series A - Tiny Health on 2024-03

Healthcare • eCommerce • B2C

Tiny Health is a consumer health brand that appears to offer at-home microbiome testing and related health products through an online shop. The provided website CSS references “microbiome,” “home_testing_step_image,” shop item pricing, and home/shop sections, indicating Tiny Health provides home testing services and sells consumer health products via its website. The site styling also shows customer testimonials and founder sections, consistent with a direct-to-consumer wellness company.

📋 Description

• Build and evolve Tiny Health’s end-to-end lifecycle strategy across the full customer journey from activation through retention, upsell, and win-back • Develop segmentation frameworks that account for product line (baby, child, adult gut health, vaginal health, and Tiny+ memberships), test results, and member behavior • Manage distinct lifecycle journeys for our two core audiences: parents focused on infant and early childhood gut health, and adults seeking digestive health insights • Identify and close gaps in the current program: segmentation depth, testing cadence, content quality, and performance • Partner with the growth team to connect lifecycle programs with acquisition insights and conversion data • Own all lifecycle email and SMS end-to-end flows, campaigns, promotions, and transactional sequences built and managed in Klaviyo • Leverage 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 campaigns • Own deliverability, list health, and ESP hygiene, and more • Build 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 on • Deliver monthly analytics reports with strategic recommendations and prioritized testing plans attached • Maintain a structured testing cadence across subject lines, send timing, CTAs, segmentation logic, and content, translating test results into durable program improvements • Design and continuously optimize welcome sequences for newly acquired leads, orienting them to the science, the product, and the Tiny Health community • Build 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 outcomes • Develop segmented welcome paths based on acquisition source, expressed interest (baby vs. child vs. adult gut health vs. vaginal microbiome), and early behavioral signals • Own membership KPIs: upsell, renewal rate, churn by cohort and lifecycle stage, repeat purchase rate, and subscription retention • Design 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 renewal • Work with product marketing to ensure lifecycle programs reflect new features, content releases, and science milestones that give members reasons to stay and re-engage • Identify and address specific drivers of late-stage churn with targeted save sequences triggered by disengagement signals upstream • Translate performance data into clear insights and use them to continuously raise the bar • Serve as the primary internal owner of our lifecycle agency relationship • Set strategic direction, review creative and copy output, and hold the agency accountable to performance standards • Ensure agency work reflects Tiny Health’s brand voice, regulatory requirements, and member experience standards

🎯 Requirements

• 3–7 years of lifecycle, CRM, or email marketing experience at a DTC, subscription, or consumer health brand • Hands-on Klaviyo experience or similar email platform: You know the platform well and can build flows, segments, and campaigns without hand-holding • Familiarity with Shopify and Recharge (or comparable e-commerce and subscription platforms) • Experience building and optimizing lifecycle programs for multiple distinct audiences or segments • Strong strategic instincts paired with real execution skills: You can set direction and do the work • Familiarity with the full customer funnel: You understand how lifecycle connects to acquisition, activation, and revenue • Strong written communication; comfort writing, copy editing or briefing email copy • Data-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 working • Highly organized and self-directed: You manage competing priorities without dropping the ball • Experience managing or directing external agencies • Previous experience in a fast-paced startup environment (Preferred) • Work experience in DTC health/wellness companies (Preferred) • Experience working remotely, with proficiency in Slack (Preferred) • Self-directed, proactive, and comfortable with ambiguity (Preferred) • Familiarity with gut health, microbiome, or family health categories (Preferred)

🏖️ Benefits

• Remote-First Company: our working hours follow a 2 hour window from 9 am - 6 pm CST • Driven by an ambitious mission: we're reinventing how we should think about wellness from the first 1,000 days to the last • Shape what we build, not just how we build it: we prioritize experimentation with taking ownership, and moving fast • No 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 impact • High 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 enjoyable