Lifecycle Marketing Manager

Opportunity

Today, Twin Health does almost no proactive marketing to our active members. Once someone enrolls, nearly every communication they receive is either a product-triggered push notification or a message from their care team. That has taken us a long way — but it leaves an entire layer of engagement unbuilt.

We are hiring our first Active Member Marketing Manager to build that layer. You will own the strategy and the execution of every proactive, non-clinically led communication a Twin member receives: email, SMS, in-app and push campaigns, direct mail testing, member webinars, and additional channel exploration we have not yet tried. You will design how those communications layer into the care team relationship and the product notification ecosystem already in place.

This is a build role requiring both strategic vision as well as executional know how. Twin members, data, clinical outcomes, and Braze infrastructure is already in place. What does not exist is a deliberate lifecycle program. You will write the strategy, then ship it yourself. We are looking for someone who can point to campaigns they personally built and outcomes they personally moved.

Responsibilities

Active Member Strategy and Program Ownership

• Map the member journey to build sustained engagement, as well as winback for lapsed members, and define the communication strategy for each stage, including who we deliberately choose not to message.
• Own the annual and quarterly engagement roadmap, with a defined direction on stage involvement
• Build a segmentation model grounded in real member behavior, sensors, app engagement, care team interaction, clinical trajectory, enrollment channels, etc.
• Govern the member communication calendar across marketing, care team, product, and clinical, so members experience one coherent voice instead of four uncoordinated ones.

Integration with the Care Team and Product Ecosystem

• Inventory the existing touchpoint landscape and maintain that map as the source of truth.
• Partner with Care Delivery and Clinical leadership to define the boundary between a marketing communication and a clinical one. Member marketing should make the care team more effective, not compete with it for attention.
• Design suppression, frequency capping, and quiet-hours logic across all channels so total message volume stays deliberate as the program scales.
• Work with Product on campaign-based push and in-app messaging
• Ensure deployment accuracy by accounting for the operational realities of the point solution ecosystem: eligibility files, employer and health plan communication rules, benefits calendars, co-branding constraints, and the fact that our members are often being messaged by three other vendors the same week.

Execution, Platform, and Analysis

• Build and ship campaigns end to end in Braze: audience logic, Canvas and journey build, content, QA, launch, and iteration.
• Write copy and creative briefs, and manage design, clinical and legal review as needed to deliver timely campaigns on schedule.
• Develop the Braze instance as it matures: event taxonomy, catalog and Connected Content usage, template library, preference center, deliverability and sender reputation, and the data contract with our Snowflake warehouse.
• Stand up a formal testing program: subject lines and creative to start, then channel mix, cadence, timing, incentive structure, and a direct mail pilot
• Measure performance and build dashboard in partnership with Marketing operations to showcase campaign efficacy
• Report results to Growth Marketing and the broader leadership team on a regular cadence, including wins, losses and adjustments as a result.
• Maintain compliance discipline throughout — HIPAA, PHI handling, TCPA and consent management for SMS, CAN-SPAM, and internal clinical review.
• Other duties as assigned

Qualifications

Required

• 4–7 years in lifecycle, CRM, retention, or engagement marketing, with meaningful time spent owning programs end to end rather than executing someone else’s brief.
• Hands-on Braze expertise. You can build a multi-branch Canvas with behavioral triggers, Liquid personalization, and proper suppression logic without waiting on engineering.
• Real multi-channel experience including email plus at least one of SMS, push, or in-app
• Demonstrated experimentation rigor: you design tests with holdouts, understand what a result can and cannot support, and are comfortable reporting a null.
• Comfort building and defining processes. This program does not exist yet; you will be building the first version.

Strongly Preferred

• Healthcare or digital health experience, with working fluency in HIPAA and PHI handling in marketing systems.
• Direct experience in the point solution ecosystem: a digital health, condition management, or benefits vendor distributed through employers, health plans, or health systems. You understand eligibility-driven populations, client communication approvals, and the practical difference between enrollment marketing and active member marketing.
• Experience marketing alongside a human care team or clinical staff
• Exposure to offline or physical channels (direct mail, print, or member webinars) and how to measure them.

How We Will Measure Success

• Channel metrics matter, but they are not the scoreboard. In the first year, this role will be evaluated on:
• Member activation: speed and rate of getting new members fully onboarded and using the program as designed.
• Sustained engagement: sensor wear, app usage, and care team interaction over time, particularly past the point where members typically plateau.
• Retention — reduced member attrition
• Clinical outcomes — increased milestone achievements directly impact the bottom line for Twin. Program maturity — a functioning lifecycle engine: documented strategy, healthy deliverability, a running test backlog, and reporting the business trusts.

This remote opportunity based out of the U.S. Applicants must be authorized to work for any employer in the U.S. We are unable to sponsor or take over sponsorship of an employment Visa at this time.

Compensation and Benefits

The compensation range for this position is $125,000 - $140,000 annually.

Twin has an ambitious vision to empower people to live healthier and happier lives, and to achieve this purpose, we need the very best people to enhance our cutting-edge technology and medical science, deliver the best possible care, and turn our passion into value for our members, partners and investors. We are committed to delivering an outstanding culture and experience for every Twin employee through a company based on the values of passion, talent, and trust. We offer comprehensive benefits and perks in line with these principles, as well as a high level of flexibility for every Twin

• A competitive compensation package in line with leading technology companies
• A remote and accomplished global team
• Opportunity for equity participation
• Unlimited vacation with manager approval
• 16 weeks of 100% paid parental leave for delivering parents; 8 weeks of 100% paid parental leave for non-delivering parents
• 100% Employer sponsored healthcare, dental, and vision for you, and 80% coverage for your family; Health Savings Account and Flexible Spending Account options
• 401k retirement savings plan