Lifecycle Marketing Manager

1 week ago

Vancouver, Canada Tinybeans Full time

**Location**: Remote-first (Australia, Canada - preference for AEST / PDT time zone)
**Employment Type**: Full-time
**Reports to**: Head of Marketing

**About us**

At Tinybeans, we help families share and preserve the memories that matter most. We’re building the world’s most trusted platform for private photo-sharing, memory preservation, and family connection. As we scale our mobile-first subscription business and introduce new products, we’re looking for a strategic and hands-on **Lifecycle Marketing Manager** to help shape every step of the user journey — from onboarding to retention and monetisation.

**About the role**

We’re seeking a **Lifecycle Marketing Manager** with proven experience in **mobile-first, subscription-based apps** to lead our end-to-end CRM and lifecycle strategy. This is a critical role focused on activating new users, improving trial and paid conversion, driving long-term retention, and reducing churn across our app ecosystem. As part of our platform, we also offer physical products, so experience with e-commerce and driving product sales through CRM is a significant bonus.

You'll own the planning, execution, and analysis of campaigns and programs that deepen engagement and build lasting customer value.

**Key responsibilities**
- ** Design and optimise journeys** from onboarding through re-engagement, across free and paid cohorts.
- ** Partner with product, growth and data** to map out key user moments and implement behavior-triggered automations via Braze.
- ** Define and track KPIs** — including retention, churn, winback rate, conversion to paid, and messaging performance — with a continuous focus on experimentation and iteration.
- Build out journeys supporting our new product initiatives, including a new subscription tier and launching a Photo Store.
- ** Collaborate with content and creative teams** to develop messaging that reflects our brand voice and supports business objectives.
- Help drive our **cancel/save and winback initiatives**, working closely with the growth and product teams.
- Ensure we’re always compliant with privacy regulations (CAN-SPAM, GDPR, etc.).

**Requirements**:

- ** 3-5+ years experience in lifecycle/CRM marketing** with a focus on **mobile apps and consumer subscription businesses**.
- Deep knowledge of **Braze** or similar customer engagement platforms (e.g., Iterable, OneSignal, CleverTap).
- Strong understanding of **subscription metrics**:churn, CAC, LTV, trial conversion, etc.
- Data-literate: able to interpret funnel metrics and design campaigns to drive growth.
- Comfortable working in a **fast-paced, test-and-learn environment**.
- Excellent communication, project management, and cross-functional collaboration skills.

**Nice to have**
- Experience working with parenting, family, or lifestyle brands.
- Experience supporting international user bases (AU/US market preferred).
- Familiarity with SQL data modelling plus paid, and organic acquisition funnels and how CRM integrates across them.

**What we offer**
- An opportunity to shape the lifecycle strategy at a mission-driven, growth-stage company.
- A remote-first team environment with passionate, kind people.
- The chance to work on a product that genuinely impacts nearly 1M families around the world.

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