Job Description

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

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.).

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. 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.