Director, Lifecycle Marketing

Summary

Join Tia as the Director, Lifecycle Marketing, a remote position where you will define the vision, build scalable systems, and lead the execution of lifecycle marketing (LCM). This role demands a strategic and hands-on approach, requiring you to adapt to strategic shifts and personally execute campaigns as needed. You will build best-in-class systems to drive lead conversion, utilization, and retention across multiple channels. Close collaboration with the New Member Growth and Care Strategy teams is crucial to ensure alignment with broader business priorities. The position involves leading strategy and execution across key channels, optimizing automated journeys, and partnering with the brand and creative team. You will also lead and mentor the product marketing function, ensuring effective product positioning and utilization.

Requirements

• 7-10 years of experience in lifecycle marketing for a direct-to-consumer brand, preferably in healthcare or a subscription-based business
• Deep hands-on experience with lifecycle marketing tools (e.g., Braze, Amplitude) and a track record of building scalable systems
• Strong execution skills, with the ability to personally deploy campaigns while also thinking strategically about long-term growth
• Domain expertise in email & SMS marketing, including segmentation, automation, and A/B testing
• Experience translating customer personas into measurable lifecycle journeys
• Strong data and analytical skills, with experience using insights to drive continuous improvement
• Excellent project management and organizational skills
• Clear, confident verbal and written communication
• Comfort in a fast-paced startup environment, with a bias toward experimentation and iteration
• Passion for women’s health and a commitment to diversity, equity, and inclusion

Responsibilities

• Build scalable systems to optimize Tia’s lifecycle marketing engine
• Design and implement scalable lifecycle marketing programs that drive lead conversion, utilization, and retention
• Develop repeatable, automated systems that enable personalized, segment-specific lifecycle marketing at scale
• Ensure lifecycle marketing efforts are highly adaptable, enabling rapid iteration based on shifting business priorities
• Lead lifecycle marketing strategy & execution across key channels
• Own end-to-end strategy and hands-on execution for lifecycle marketing across email, SMS, and other CRM channels
• Optimize and manage automated lifecycle journeys and one-off campaigns to increase conversion, engagement, and LTV
• Personally deploy emails and campaigns as needed while continuously refining underlying systems for efficiency
• Partner with the brand & creative team to develop compelling lifecycle content that resonates with key customer segments
• Identify and test new CRM channels (e.g., direct mail) to expand and enhance customer engagement
• Lead product marketing to ensure strong positioning & utilization
• Lead and mentor the product marketing function, ensuring our products and services are positioned effectively to drive utilization
• Align messaging and service positioning with customer journey stages and key segments to maximize engagement and retention
• Move lifecycle marketing from “one-size-fits-all” to a segmented approach
• Develop an actionable customer segmentation framework in partnership with Growth and Innovation teams
• Translate personas into personalized, automated customer journeys that optimize conversion and engagement
• Define key touchpoints and friction points in the customer journey, developing strategies to address them
• Build persona-level reporting to measure performance, establish benchmarks, and identify areas for improvement
• Own lifecycle campaign analytics, insights & tooling
• Establish and track KPIs for conversion, utilization, and retention, ensuring results are visible to key stakeholders
• Lead the implementation and optimization of lifecycle marketing tools like Braze and Amplitude
• Develop dashboards and reporting systems to provide real-time insights and drive data-informed decisions
• Partner with Product & Innovation to identify and promote cross-sell opportunities for key customer segments

Benefits

Remote position