Lifecycle Marketing Manager

Tiny Health

42d•Remote

About The Position

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 and poweredbytiny.com. 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.

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

Nice To Haves

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

Responsibilities

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