Lifecycle Marketing Manager

Overview

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.

Responsibilities

- Own lifecycle strategy across email, push, in-app messaging, and other CRM channels to drive activation, free-to-paid conversion, retention, and LTV growth.

- 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.

- Develop and execute A/B testing strategies for subject lines, send time, creative formats, etc., to improve message effectiveness.

- 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.).

Qualifications

- 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.

- Proven experience building and scaling journeys across email, push, in-app.

- 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.

- Knowledge of basic HTML/CSS for email formatting.

- 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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