Lifecycle Marketing Manager

Tiny Health; United States; Remote; USD 110,000 - 160,000; Full time

Job summary

Tiny Health is hiring a Lifecycle Marketing Manager to own the entire customer journey from discovery to retention. You will shape lifecycle strategy, build segmentation, and run email/SMS programs in Klaviyo, leveraging Shopify and Recharge data for advanced segmentation.

You’ll own performance dashboards, reporting, and a welcome-to-membership acquisition path, driving long-term engagement and revenue. You’ll collaborate with growth, content, and product teams to align programs with features

Qualifications

• 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: build flows, segments, campaigns
• Familiarity with Shopify and Recharge (or comparable platforms)
• Experience building and optimizing lifecycle programs for multiple audiences/segments
• Strong strategic instincts paired with execution skills: you can set direction and do the work
• Familiarity with the full customer funnel: acquisition, activation, revenue
• Strong written communication; copy editing or briefing email copy
• Data-driven: know which metrics matter and how to act on them
• Analytically fluent: pull data in Klaviyo/Shopify and build performance reports
• Highly organized and self-directed; manage competing priorities
• Experience managing or directing external agencies

Responsibilities

• Own end-to-end lifecycle strategy across activation to retention, upsell, and win-back
• Develop segmentation frameworks by product line and member behavior
• Manage distinct journeys for parents and adults audiences
• Identify and close gaps in segmentation depth, testing cadence, content quality, and performance
• Partner with growth to connect lifecycle programs with acquisition insights and conversion data
• Own lifecycle email and SMS end-to-end flows, campaigns, promotions, and transactional sequences in Klaviyo
• Leverage Shopify and Recharge data for segmentation and subscription lifecycles
• Write, brief, and QA email copy; collaborate with copywriter on campaigns
• Own deliverability and ESP hygiene
• Build a lifecycle performance dashboard; deliver monthly analytics with recommendations
• Maintain a structured testing cadence and translate results into improvements
• Design and optimize welcome sequences and membership acquisition programs
• Develop segmented welcome paths by acquisition source and interests
• Own retention KPIs and member engagement; drive repeat tests and renewals
• Work with product marketing to reflect new features and milestones
• Identify drivers of late-stage churn and create targeted save sequences
• Translate performance data into clear, actionable insights
• Manage internal lifecycle agency relationship and ensure brand/regulatory alignment

Skills

Lifecycle marketing

Email marketing

CRM experience

Segmentation

Copywriting

Data analytics

Agency management

Strategic thinking

Execution

Project management

Tools

Klaviyo

Shopify

Recharge

Job description

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 and 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

• 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

Our Values

1. Learn fast, be better

2. Be relentlessly resourceful

3. Think like an owner

4. Act with honesty and empathy

5. Delight people by anticipating their needs