Role Title: Director, Lifecycle Marketing

Manager: VP of Growth Marketing

Location: Remote but based in a Tia market

Role Summary:

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 is seeking an innovative and experienced Director of Lifecycle Marketing to optimize our lifecycle marketing engine and help reorient our strategy from “one size fits all” to a segmented approach focused on customer lifetime value. Reporting to the VP of Growth Marketing, this role will execute Tia’s lifecycle marketing campaigns and optimize them in service of increasing conversion, utilization, and retention at key moments in the customer journey.

Responsibilities:

Optimize Tia’s lifecycle marketing engine to increase utilization & retention

1. Optimize Tia’s automated lifecycle marketing journeys and one-off campaigns across email, SMS, and other CRM channels to increase conversion, utilization, retention, and customer lifetime value (LTV)
2. Drive Tia’s email & SMS marketing strategy and execution and partner with our creative team to develop top-notch content
3. Identify and test new CRM channels that can personalized and automated, such as direct mail
4. Partner with Member Sales to optimize phone calls and chat as part of our lifecycle program
5. Conduct continuous experiments, analyze results, and share insights cross-functionally that drive increased conversion and utilization

Reorient Tia’s lifecycle marketing machine from “one size fits all” to a segmented approach focused on customer lifetime value

1. With growth marketing and innovation, develop a customer segmentation framework and personas that are actionable and measurable across the customer journey
2. Translate personas into personalized and automated customer journeys that drive increased conversion, utilization, revenue, and retention
3. Define key landmarks and obstacles in the customer journey and develop strategies to improve conversion and engagement at critical junctures
4. Create actionable reporting by persona, establish performance benchmarks, and identify opportunities for further improvement and revenue growth

Own lifecycle campaign analytics, insights, and tooling

1. With growth and product leaders, set KPIs for conversion, utilization, and retention and take ownership for tracking and reporting on results for your programs and lifecycle segments
2. Lead implementation and optimization of key lifecycle marketing tools, such as Braze and Amplitude
3. Create dashboards and other ways of reporting on results to key stakeholders
4. Collaborate with product and innovation to identify and promote cross-sell opportunities for key segments

Qualifications:

• 8+ years relevant experience in lifecycle marketing for a direct-to-consumer brand; experience in healthcare strongly preferred
• Deep hands-on experience with lifecycle marketing tools, including Braze CRM and Amplitude for analytics & CDP
• Domain expertise in email, SMS marketing, and A/B testing
• Track record of working with creative teams to develop best-in-class campaigns and high-quality creative content
• Experience translating customer personas and segments into concrete & measurable journeys
• Strong analytical skills and ability to use data to develop insights, spot opportunities, and inform future campaigns
• ​​Familiarity with HTML
• Top-notch project management and organizational skills
• Clear and confident verbal and written communication skills
• Comfort in fast-paced start-up environment with a bias toward experimentation and interdependence
• 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.

Location: This is a fully remote position. There is a preference for candidates located in either San Francisco, New York, Los Angeles or Phoenix. (CORP ONLY)

Benefits (CORP)

• 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!