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 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 (root cause analysis)

   What that looks like: When a stakeholder gives constructive criticism to a test result, instead of just apologizing and moving on, you dig into why it happened and update the process so the feedback is not received again.

2. Be relentlessly resourceful (be scrappy)

   What that looks like: When a customer asks a question about our science, you you spend time digging through our docs and filtering through Slack for previous replies before pinging the team. You also know not to burn a whole day stuck, so you ask for help with a clear summary of what you've already tried.

3. Think like an owner (ownership)

   What that looks like: When you notice customer engagement is dropping, you don't shrug it off as another team's problem - you flag it, dig into the numbers, and bring a fix, because you're hungry to see the whole company win, not just your own tasks hit their targets.

4. Act with honesty and empathy (radical candor)

   What that looks like: When a colleague shares an idea that carries real risk, challenge in the moment and do it with kindness - don’t vent about it afterward in a side conversation.

5. Delight people by anticipating their needs (create raving experiences)

   What that looks like: You put yourselves in the shoes of the customer or collaborator before presenting an idea, process, or proposal. Think ahead about what their pain and gain points are, and curate your communication to address their needs.