Head of Lifecycle Marketing

Company: Tava Health
Location: Philadelphia
Posted on: November 23, 2020

Job Description:

Head of Lifecycle Marketing Tava Health is a venture-backed, online mental health company that partners with employers to provide convenient, high-quality, accessible mental health resources to employees and their families. Tava's mission is to improve mental health through frictionless, technology-enabled care, and break down the barriers of therapy by making mental health checkups as routine as other healthcare practices. As Tavas first marketing hire, you will be responsible for defining and optimizing how we engage with and assist our clients on their journeys to improved mental health. In this role, youll build out and own the end-to-end lifecycle communications strategydelivering the right content to the right people at the right time in order to better educate and enable them to use Tavas leading mental health benefit. This is a blank-canvas opportunity to craft, implement, execute, and optimize a marketing strategy from the ground up in a fast-growing, mission-driven startup. Responsibilities * Own the end-to-end marketing lifecycle, ensuring members and clients are engaged with personalized and relevant campaigns across all stages of their lifecycle journey. * Create and execute promotional, transactional, lifecycle, and triggered campaigns via email, SMS, and other channels to drive conversion, engagement, and client retention. * Leverage A/B testing of subject lines, content, landing pages, send times, frequency, sequencing, and other variables to improve campaign performance. * Develop segmentation strategies to customize communications based on user behaviors/engagement and other data. * Report regularly on key lifecycle marketing KPIs and campaign performance, identifying opportunities to improve and continuously executing on them to optimize results. * Craft messaging and content that strategically speaks to members and clients based on changing contexts and lifecycle phases. * Collaborate internally on content strategy and creation, working cross-functionally with other teams (e.g., design, engineering) to move projects forward. * Own the implementation of our newly selected ESP/CRM. * Hire and develop exceptional marketers who can execute your lifecycle marketing vision. Qualifications * 5+ years experience in email and lifecycle marketing, preferably at a startup, with a proven track record of delivering email programs from inception to delivery at scale * Managerial/leadership experience coupled with a willingness/skillset to perform in-the-weeds, individual-contributor work in the absence of a fully built-out team * Extensive experience with marketing automation software (e.g., Braze, Iterable, SFMC, etc.) * Comprehensive understanding of the most up-to-date email best practices * Familiarity with A/B and multivariate testing; able to analyze campaign performance data to inform and test hypotheses to improve * Fluent in HTML and CSS * Self-drive, resourcefulness, and motivation to work in a fast-paced, startup environment * Extreme attention to detail, especially with customer journey logic, audience targeting, code, etc. * Excellent written, verbal, and visual communication skills * Passionate about mental health and our mission! Benefits This is a full-time, salaried position. In addition, Tava offers the opportunity for stock options, parental leave, PTO, and a generous health care plan (medical, dental, vision, and of course a mental health benefit). Fully remote candidates based in the United States are strongly encouraged to apply, and we also welcome applicants interested in working out of our Philadelphia or Salt Lake City offices. Tava is an Equal Opportunity Employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, marital, or disability status.

Keywords: Tava Health, Philadelphia , Head of Lifecycle Marketing, Advertising , Philadelphia, Pennsylvania