Director, Lifecycle Marketing

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. By making women’s health higher quality and lower cost, Tia makes women healthier, providers happier, and the business of care delivery stronger — setting a new standard of care for women everywhere.

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’ll do this by growing virtual and in-person operations in existing and new markets while expanding its service lines to care for women throughout their entire lives -- from puberty to menopause. Since launching in 2017, Tia has grown to serve thousands of women aged 18-80 with blended in-person and virtual care in New York City, Los Angeles, Phoenix and soon San Francisco. 

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, as well as a shared set of values and principles that define our business, products, and culture. 

Tia is building a culture of excellence — in people, process and product. This is our northstar value; 

What is excellence, exactly?

Excellence about constantly elevating yourself, it is the process of constantly striving to perform to the best of your abilities, and identifying your top potential through constant learning, experimentation and evolution. Excellence is not about achieving perfection, as that insinuates a pinnacle. Instead, in our terms, excellence is about the pursuit of constant improvement. We’re looking for people who want to go on that hard journey of constantly setting new personal records, and organizational records. 

We practice excellence at Tia by demonstrating the following types of behaviors: We chose (and actively choose) excellence as Tia’s highest order value because it crystalizes into one word several behaviors that we hold dear, specifically:

1. A drive to constantly improve through experimentation, reflection. and an insatiable growth mindset — said another way, we’re energized by the possibility of invention, innovation, and iteration
2. Being present in and grateful for the journey — not just the goal line. Perfection is static. Excellence is a process (more on this important distinction below)
3. Asking why, then why again — because accepting “this is just the way it is” is not good enough
4. Grit & perseverance — a maker mentality that involves “rolling up your sleeves”, but also deep care for oneself and for others
5. A commitment to uncovering talents to unlock “rock star” potential across every individual

Furthermore, excellence reflects the “bigness” and the “boldness” of Tia’s mission and vision — a world in which every woman can achieve optimal health, as defined by herself.

Said another way, Tia’s mission is NOT to make healthcare incrementally better for women. Instead, we’ve intentionally set out to create a fundamentally new paradigm for modern women’s healthcare that’s truly excellent. We believe that creating a company that operates in a culture of excellence will manifest in our product. Reaching this goal is not an overnight pursuit or a “one and done.” We have not and will not “get it right” with the first swing. Rather, this higher order goal is a moving target — one we have not and will not ever fully “achieve.” By design, we will never be “done” with this work, but instead, we will be continuously in pursuit of our mission. It is this continuous pursuit — the journey, not the finish line — that truly embodies excellence. 

This position may require attendance at company and team off-sites and is subject the Company’s vaccine requirement, as permitted by law and subject to reasonable accommodation.

Tia is an equal opportunity employer. We are proud to foster a workplace free from discrimination. We strongly believe that diversity of experience, perspectives, and background will lead to a better environment for our employees and a better product for our users and patients. We strongly encourage people of color and members of the LGBTQ+ community to apply. 

If you are committed to collaborative problem solving, creating high-quality and user-centric products, and want to make waves in women's healthcare, join us!  #INDTIA