Lifecycle Marketing Manager

Lifecycle Marketing Manager

Tiny Health is the first precision microbiome wellness company dedicated to helping every person start — and stay — healthy for life. Founded in 2020 by microbiome scientists and physicians, we're redefining personalized health through strain-level, clinical-grade microbiome testing.

Our platform uses shotgun metagenomics to uncover the root causes of gut and vaginal imbalances, empowering families and practitioners with actionable, evidence-based insights. Trusted by over 150,000 customers, Tiny Health's mission is to make microbiome science accessible, preventive, and impactful — from the first 1,000 days to the last.

If you're passionate about cutting-edge science, health innovation, and helping people live better lives, join us in shaping the future of precision wellness.

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.

Responsibilities

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

• 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 Qualifications

• Experience in health, wellness, or science-backed consumer brands
• Familiarity with gut health, microbiome, or family health categories
• Background in fast-moving startup or scale-up environments

About Us

• Crazy ambitious mission: we're reinventing how we should think about pregnancy and infant wellness, leveraging all the exciting research in the early-life microbiome space. From there on, we expand into adult gut and vaginal microbiome health for overall wellness. This is an opportunity to have a trajectory-altering impact on humanity
• Feels like family: we have a grown-up, thoughtful culture but we love having a playful side and a sense of humor
• Lots of room to experiment, iterate, and build: we have a huge vision and you'll have the opportunity to grow rapidly and influence the strategic direction of the company (and we have 2+ years of runway to make that happen)
• Transparent culture: we do the right thing: by the team, users, stakeholders. When you have complete trust in your teammates, you can be much more open and move faster ;)
• Our core values:
• Learn fast, be better (get to the root cause)
• Relentlessly resourceful but know when to ask for help (scrappy but smart)
• Think like an owner (have accountability)
• Act with honesty and empathy (radical candor)
• Delight people by anticipating their needs (be proactive and thoughtful)