Lifecycle Marketing Manager

ABOUT TINY HEALTH Tiny 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 http://tinyhealth.com and poweredbytiny.com http://poweredbytiny.com. THE OPPORTUNITY We’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 DO Lifecycle Strategy - 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 Email and SMS Program Execution - 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 Analytics, reporting & testing cadence - 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 Welcome Flows & First Conversion - 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 Retention & Member Engagement - 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 Agency Management - 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 QUALIFICATIONS REQUIRED - 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 PREFERRED - Previous experience in a fast-paced startup environment - Work experience in DTC health/wellness companies - Experience working remotely, with proficiency in Slack - Self-directed, proactive, and comfortable with ambiguity - Familiarity with gut health, microbiome, or family health categories HOW WE WORK - A mission that actually pulls people in We make the microbiome measurable and actionable at every life stage, and real people write in to say it's life-changing. - Remote-first, real overlap Our FTEs are based in North America and work core hours from 9am–6pm CST, shiftable by up to two hours either way — start at 7am or 11am, wrap at 4pm or 8pm. - Written first, huddle second, meet last Default to a clear Slack post, huddle when a thread stalls, and meet only to make a real decision. - Fast, but never sloppy Do the two-month thing in two weeks, then check the work—shipping errors is rework, not speed. - Shape what we build, not just how we build it There's no playbook waiting for you, so write it—and bring the alternative, not just the objection. - Day One mentality Fewer titles and layers; process is a guardrail where it counts, never the reason something didn't ship. - No hidden agendas Numbers, misses, and feedback are shared openly and in real time, so you always know where you stand. - High standards, genuinely fun people Take the work seriously and ourselves much less—high-performing and fun to be around is the hiring bar. - Is this pace for you? Venture-scaled and on a steep trajectory, with intensity in spikes, fiercely protected flexibility, and faster growth than anywhere else. OUR VALUES 1. Learn Fast, Get Better - Find the root cause, not just the fix, and get better every time 2. Be Relentlessly Resourceful - Dig for the answer, move fast, and know when to ask for help 3. Act Like an Owner, Be Hungry to Win - Act like it’s your company, and do whatever it takes to win 4. Act with Honesty and Empathy - Say what’s true, and say it with care 5. Delight People by Anticipating Their Needs - Solve the problem, then get two steps ahead of it