Senior Lifecycle Marketing Manager

About the role

Tava Health is seeking a Senior Lifecycle Marketing Manager to oversee the development and execution of marketing strategies that attract therapists and prescribers, drive patient sign-ups and completed sessions, and engage commercial partners. This role requires a strategic, technical, and creative approach, working closely with various departments to grow the provider base and enhance lifecycle initiatives.

Responsibilities

• Build lifecycle marketing strategy, customer journeys, and campaigns to recruit providers, drive patient sign-ups and completed sessions, and activate commercial partnerships.
• Rigorously test and iterate on all campaign elements to continuously improve key performance metrics.
• Strategize, write, and edit compelling, brand-aligned copy for lifecycle communications that resonate with providers, individuals seeking mental health support, and commercial partners.
• Data & Event Tracking Infrastructure: Partner directly with Product and Engineering teams to define, implement, and troubleshoot the customer data and event tracking infrastructure that powers lifecycle campaigns.
• Scope event schemas and resolve data structure mismatches between systems (e.g., CRM, webhook, and ESP integrations).
• Identify the right architecture for reliable, scalable campaign triggers (API-based event tracking vs. native integrations).
• Marketing Automation Platform Management: Expertly manage and utilize our marketing automation platform (Iterable or HubSpot, or similar platforms like Braze or Customer.io), including template logic, event-triggered campaigns, and API-level troubleshooting.
• Template Development & QA: Build, QA, and deploy responsive, dynamic email and SMS templates using HTML/CSS and conditional templating logic.
• Monitor, analyze, and report on campaign performance; use performance insights to optimize journeys and campaigns, and make actionable recommendations for future strategy.
• MarTech Strategy & Scaling: Evaluate and help scale our marketing technology infrastructure as the platform grows. Assess CDP/ESP tooling and data pipeline requirements (e.g., BigQuery). Ensure compliance requirements (e.g., HIPAA) are met as systems and processes evolve.

Requirements

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• 6-9 years of experience in lifecycle marketing, CRM management, or email marketing, preferably within a high-growth tech or healthcare/wellness environment.
• Demonstrated expertise in driving measurable conversions.
• Hands-on, expert-level experience with a modern marketing automation platform (Iterable and HubSpot preferred), including template logic, event-triggered campaigns, and API-level troubleshooting.
• Working knowledge of event tracking and data infrastructure; comfortable partnering with Engineering on API-based event tracking, webhook architecture, and resolving data structure mismatches between marketing and product systems.
• Strong strategic thinking and copywriting skills, with the ability to translate complex ideas into clear, engaging, and persuasive messaging.
• Proficiency in setting up and analyzing A/B and multivariate tests.
• Proficiency in HTML/CSS and conditional/templating logic (e.g., Handlebars, Liquid, or similar) for building dynamic, data-driven templates.
• Excellent analytical skills and the ability to use data (e.g., Mixpanel, BI tools, Excel) to inform decisions.