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

• •A mission that actually pulls people in
• We make the microbiome measurable and actionable at every life stage, and real people write in to say it's life-changing.

• •Remote-first, real overlap
• Our FTEs are based in North America and work core hours from 9am–6pm CST, shiftable by up to two hours either way — start at 7am or 11am, wrap at 4pm or 8pm.

• •Written first, huddle second, meet last
• Default to a clear Slack post, huddle when a thread stalls, and meet only to make a real decision.

• •Fast, but never sloppy
• Do the two-month thing in two weeks, then check the work—shipping errors is rework, not speed.

• •Shape what we build, not just how we build it
• There's no playbook waiting for you, so write it—and bring the alternative, not just the objection.

• •Day One mentality
• Fewer titles and layers; process is a guardrail where it counts, never the reason something didn't ship.

• •No hidden agendas
• Numbers, misses, and feedback are shared openly and in real time, so you always know where you stand.

• •High standards, genuinely fun people
• Take the work seriously and ourselves much less—high-performing and fun to be around is the hiring bar.

• •Is this pace for you?
• Venture-scaled and on a steep trajectory, with intensity in spikes, fiercely protected flexibility, and faster growth than anywhere else.

Our Values

Learn Fast, Get Better - Find the root cause, not just the fix, and get better every time

Be Relentlessly Resourceful - Dig for the answer, move f