Director, Lifecycle Marketing Corporate (Remote)

Role Title: Director, Lifecycle Marketing

Location: Remote position

At Tia, we’re looking for a Director of Lifecycle Marketing who will set the standard for LCM at Tia—defining the vision, building scalable systems, and leading execution. This role requires a strategic thinker and operator who can establish a long-term thesis for lifecycle marketing while also being deeply hands-on with deployment. You’ll need to move fast, iterate, and pivot in response to broader strategic shifts while personally executing campaigns when needed. You’ll be responsible for building best-in-class systems that enable one-to-many influence, ensuring that our lifecycle marketing engine drives lead conversion, utilization, and retention across multiple channels.

This person must also be deeply aligned with the New Member Growth team and Care Strategy team, ensuring that lifecycle marketing efforts are tightly integrated with broader business priorities, product roadmaps, and patient care goals.

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

Lead lifecycle marketing strategy & execution across key channels

• 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 product marketing to ensure strong positioning & utilization

• 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

Move lifecycle marketing from “one-size-fits-all” to a segmented approach

• 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

Own lifecycle campaign analytics, insights & tooling

• 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

Qualifications

• 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

About Us:

Founded in 2017 by Carolyn Witte and Felicity Yost, Tia is the modern medical home for women. We are trailblazing a new paradigm for women’s healthcare that treats women as whole people vs. parts or life stages. Blending in-person and virtual care services, Tia’s “Whole Woman, Whole Life” care model fuses gynecology, primary care, mental health and evidence-based wellness services to treat women comprehensively.

Tia has raised more than $132 Million in venture capital funding to date, including a recent $100 Million Series B investment, one of the largest early-stage rounds ever for a healthcare company focused on women. Tia has ambitious plans to scale its “whole-woman, whole-life” model to more than 100,000 women by 2023.

We’re building a world class team to reimagine women’s healthcare. We’re an interdisciplinary team of clinicians, researchers, designers, technologists and operators who have seen firsthand how broken the healthcare system is for women. We’re united by a powerful mission to enable every woman to achieve optimal health, as defined by herself.

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Diversity, Equity, and Inclusion Questions

At Tia, we’re passionate about creating a place where each individual — patient, provider & employee is empowered to be and care for their whole selves. We take an intersectional approach that recognizes the multitude of ways age, sex, gender, race, ethnicity, religion, ability, sexual orientation, and economic status impact us — clinically, psychosocially, and experientially.

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