Senior Director, Lifecycle, Growth, & MarTech

Opportunity 

Twin Health’s member lifecycle marketing and marketing technology (MarTech) initiatives, reporting to VP, Brand and Growth Marketing. This role is critical in ensuring that every interaction with our members is personalized, timely, and effective, underpinned by the transformation of the marketing technology stack. The ideal candidate will oversee the member journey from acquisition, to setting up, scaling, maintaining technical systems, and driving cross-channel campaigns that resonate with our audiences. This role requires a blend of strategic vision, operational expertise, and a deep understanding of MarTech tools and analytics.

Responsibilities 

• Lifecycle Member Marketing Strategy:
• Develop and execute comprehensive lifecycle marketing strategies to engage, retain, and nurture members across their health journey.
• Collaborate with the Clinical Operations Team & Product/Engineering Teams to ensure that marketing efforts are aligned with clinical objectives and member needs.
• Design and optimize member journey maps, identifying key touchpoints and opportunities for engagement across email, SMS, direct mail, digital marketing advertising, chat, in-app messaging, and other channels as they are implemented.
• Implement personalized campaigns based on member data, behavior, and preferences to drive better health outcomes and satisfaction.
• MarTech and Ops Management:
• Oversee the selection, implementation, and optimization of marketing technology tools, including integration with CRM systems, marketing automation platforms, and analytics tools.
• Work closely with solution architects and data team on tool configuration and integrations, ensuring seamless integration between MarTech systems and other business systems to enable data-driven decision-making and personalized marketing efforts.
• Lead efforts to continuously improve marketing operations through automation, data management, and advanced segmentation techniques.
• Work with VP of Brand and Growth Marketing to build an agile prioritization and marketing process to ensure frameworks are in place to drive the most important marketing incentive to overall company goals.
• Growth & Data-Driven Marketing:
• Leverage data and analytics to measure campaign performance, optimize member engagement strategies, and drive ROI by reducing CAC and optimizing channel efficiency.
• Work with a data analytics team to develop and monitor KPIs to ensure the effectiveness of lifecycle marketing efforts, including member retention, engagement rates, and satisfaction scores.
• Implement A/B testing and other optimization techniques to refine messaging, offers, and campaign designs.
• Set up the tracking and reporting across the entire marketing ecosystem in partnership with our Analytics teams.
• Team Leadership & Collaboration:
• Ability to manage a future team of marketing professionals, including lifecycle marketers, MarTech specialists, and data analysts, fostering a collaborative and high-performing environment.
• Work cross-functionally with Clinical, Analytics, Product, Technology, and Engineering teams to ensure alignment and drive shared goals.
• Maintain relationships with all vendors to ensure full productivity and spend is aligned. 
• Lead the development of marketing content and assets that support lifecycle marketing efforts, including emails, landing pages, and in-app experiences.

Success Metrics:

• Member acquisition, conversion rates, and engagement levels.
• Improvement in member health outcomes and satisfaction scores.
• ROI on lifecycle marketing campaigns; reduction in CAC and leakage optimization across the funnel.
• Successful implementation and optimization of MarTech tools
• Cost savings and CPA/CAC/LTV through marketing technology management and potential streamlining of other tools.
• Additional duties as assigned

Qualifications 

• Bachelor’s degree in Marketing, Business, or related field.
• 10+ years of experience in lifecycle marketing, MarTech, and B2B marketing (a plus).
• Proven track record of developing and executing successful marketing strategies that drive engagement and retention.
• Deep expertise in marketing automation tools, CRM systems, and analytics platforms.
• Strong leadership and project management skills, with experience managing cross-functional teams.
• Excellent communication skills, with the ability to influence and engage stakeholders at all levels.

Preferred Qualifications:

• Experience in lifecycle marketing for growth/early stage companies with experience across b2b2c
• Experience in healthcare, health tech, and/or digital health is preferred.

Compensation and Benefits  

The compensation range for this position is $200,000 - $220,000 annually. 

In addition, 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
• As a remote friendly company we are committed to providing opportunities for all who join to further build relationships, increase cross-functional collaboration, and celebrate our accomplishments.
• 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