Lifecycle Marketing Manager

Lifecycle Marketing Manager

Twin Health is seeking a Lifecycle Marketing Manager to build a proactive marketing program for our active members. This role will own the strategy and execution of every proactive, non-clinically led communication a Twin member receives, including email, SMS, in-app and push campaigns, direct mail testing, member webinars, and additional channel exploration.

Responsibilities include:

• Map the member journey to build sustained engagement, as well as winback for lapsed members, and define the communication strategy for each stage.
• Own the annual and quarterly engagement roadmap, with a defined direction on stage involvement.
• Build a segmentation model grounded in real member behavior, sensors, app engagement, care team interaction, clinical trajectory, enrollment channels, etc.
• Govern the member communication calendar across marketing, care team, product, and clinical.
• Inventory the existing touchpoint landscape and maintain that map as the source of truth.
• Partner with Care Delivery and Clinical leadership to define the boundary between a marketing communication and a clinical one.
• Design suppression, frequency capping, and quiet-hours logic across all channels.
• Work with Product on campaign-based push and in-app messaging.
• Build and ship campaigns end to end in Braze: audience logic, Canvas and journey build, content, QA, launch, and iteration.
• Write copy and creative briefs, and manage design, clinical and legal review as needed to deliver timely campaigns on schedule.
• Develop the Braze instance as it matures: event taxonomy, catalog and Connected Content usage, template library, preference center, deliverability and sender reputation, and the data contract with our Snowflake warehouse.
• Stand up a formal testing program: subject lines and creative to start, then channel mix, cadence, timing, incentive structure, and a direct mail pilot.
• Measure performance and build dashboard in partnership with Marketing operations to showcase campaign efficacy.
• Report results to Growth Marketing and the broader leadership team on a regular cadence, including wins, losses and adjustments as a result.
• Maintain compliance discipline throughout — HIPAA, PHI handling, TCPA and consent management for SMS, CAN-SPAM, and internal clinical review.

Qualifications include:

• 4–7 years in lifecycle, CRM, retention, or engagement marketing, with meaningful time spent owning programs end to end rather than executing someone else's brief.
• Hands-on Braze expertise. You can build a multi-branch Canvas with behavioral triggers, Liquid personalization, and proper suppression logic without waiting on engineering.
• Real multi-channel experience including email plus at least one of SMS, push, or in-app.
• Demonstrated experimentation rigor: you design tests with holdouts, understand what a result can and cannot support, and are comfortable reporting a null.
• Comfort building and defining processes. This program does not exist yet; you will be building the first version.

Compensation and benefits include:

• A competitive compensation package in line with leading technology companies.
• A remote and accomplished global team.
• Opportunity for equity participation.
• Unlimited vacation with manager approval.
• 16 weeks of 100% paid parental leave for delivering parents; 8 weeks of 100% paid parental leave for non-delivering parents.
• 100% Employer sponsored healthcare, dental, and vision for you, and 80% coverage for your family; Health Savings Account and Flexible Spending Account options.
• 401k retirement savings plan.

Salary range for US jobs: $125,000 - $140,000 USD.