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 rapid-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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📌 Lifecycle Marketing Manager
🏢 Tinybeans Pty
📍 Sydney