Director, Lifecycle Marketing

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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
• 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 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
• 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
• 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