Lifecycle Marketing Manager

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. 

Our company values: 

• Health & Wellbeing: We believe that health & wellbeing is a fundamental human need and right. We prioritize the health & wellbeing of our employees and their families.
• Compassion: We believe that compassion is as important as information and care itself. We imbue compassion into our care, leadership, and communication.
• Individual Agency: We believe that every person has a responsibility to enact their agency for the betterment of themselves and others. We encourage all employees to call out problems and advocate for solutions.
• Collaboration: We believe that collaboration engenders creativity and outsized impact more than hyper-specialized or individualistic approaches to solving problems. We believe collaboration fosters different perspectives, experiences, and skillsets.
• Aspirational Thinking: We believe that aspirational thinking leads to higher quality work and transformative outcomes. We encourage all employees to think through problems and reach for solutions that raise the bar.

Manager: VP, Growth Marketing

Role Summary: As part of Tia’s Growth Marketing Team, your job is to devise and manage cohesive, streamlined, and effective marketing tactics that will drive new memberships and appointment bookings. From email drip campaigns to SMS to direct mail, you will work with stakeholders across the marketing team to create seamless customer journeys that produce the highest level of member growth and engagement. You’ll develop and iterate our lifecycle framework and processes via continuous experimentation, data-informed decision-making, and boundless creativity to build impactful member experiences.

You have an eye for brand and messaging, and a deep appreciation of analytics, which both manifest in your work. You are a highly-organized project management pro, able to execute across various work streams and push out multifaceted campaigns.  You see the  “holes” and opportunities and can push a standalone creative from “good” to “great” when paired with a full campaign to maximize impact. You are a collaborator and team player — knowing when to lead a creative team forward with your plan, and also when and how to lead from behind. You have a POV on Lifecycle effectiveness and are willing to challenge thinking and decisions to ensure Tia is making the right strategic and tactical choices. 

Values:

• Be eager to experiment in order to learn and grow.
• Be confident to ask why,  then why again.
• Be willing to roll up your sleeves to get things done.
• Be committed to the journey of excellence.

Abilities

• Collaboration — You function as a central bridge between various marketing teams, sharing insights, learnings and driving work forward to achieve our shared business goals. 
• Navigating ambiguity — You recognize the ambiguity inherent in the data we collect, and you set and adopt smart strategies to guide your tactical decisions at every stage of the funnel. 
• Asking questions — You effectively ask the right questions to get to your conclusions quicker, and you know when and how to escalate effectively if blocked and when to triangulate. You appropriately challenge conventional thinking and brand decisions to ensure marketing has a strategic voice at the table.
• Project Management — you lead and guide teams internally to ensure we are hitting all marketing goals,  and collaborate with agencies and other vendor partners. You’re able to effectively hold people accountable at every stage of the project. 
• Analytical — you love numbers and can draw insight from both limited and vast amounts of information. You identify trends to optimize spend and performance and can evaluate end to end customer experience across multiple channels and customer touchpoints. 

Core Skills

• High degree of proficiency in CRM tools (Braze experience preferred)
• Direct Mail
• Copywriting
• A/B Testing 
• Customer segmentation
• HTML and CSS, SQL is a plus
• Google Analytics
• Google Sheets/Excel

1. Structure and execute Tia’s lifecycle marketing strategy to align with business growth goals

• Across acquisition (engagement and conversion) objectives, strategically develop and manage cross-channel marketing campaigns (email, SMS, direct mail).  Support and advise on retention strategies as well.  
• In collaboration with marketing, product and data teams, identify priority conversion, engagement, and retention needs and develop cross-channel, data-informed, personalized strategies to reach our goals 
• Collaborate with Tia’s in-house Brand team to develop and optimize creative that hits marketing’s goals and delivers key messages across digital channels
• Confidently write on-brand copy for emails, SMS and other lifecycle channels.  
• In collaboration with our Creative Team, ensure all creative meets brand standards, marketing goals, and launch deadlines

2. Lead CRM and customer segmentation strategy

• Be the marketing SME of Braze, and continuously push the envelope with our utilization of its capabilities and features
• Ensure that we set up, structure, and and optimize our customer segments to best serve marketing needs
• Create and refine effective programs that leverage customer behavior data to deliver triggered, transactional, and multi-channel campaigns.
• Follow best practices and set standards to ensure high deliverability

3. Run the processes and execution around testing and optimization of lifecycle programs and campaigns

• Implement rigorous A/B testing to understand the impact of marketing, pivot strategies that aren’t working, and further optimize strategies that are working
• Maintain an ongoing roadmap of marketing tests needed to optimize the member experience to ultimately increase campaign conversion rates and other key metrics
• Develop a reporting framework to share lifecycle marketing metrics across the business and continuously synthesize actionable recommendations based on results

Benefits 

• Unlimited vacation
• Free Tia membership
• Competitive stock option package
• $300 one-time WFH stipend
• $50/month phone and internet reimbursement 
• Medical, dental, and vision benefits
• 401k program (no matching at this time)
• Top of the line 13" Macbook Pro 
• Travel stipend for team off-sites

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!