Senior Lifecycle Marketing Manager, Client Audience

About the role

The core responsibility of this role is to help clients access care by optimizing every stage of the client care funnel. People come to Tava through their employer, a referral, or on their own. Before therapy can help them, they have to take a series of steps: sign up, attend a first session, come back, and keep going once their sponsored sessions run out. At each step, people who would have benefited from care drop off. Your job is to own the conversion rate at every stage of this care funnel.

This is a hybrid strategic, technical, and creative role. You'll set the strategy, and you'll also build the programs, write the copy, configure the platform, code the templates, and run the tests yourself. You'll embed in our Client squad alongside Product, Engineering, Design, and Clinical, and you'll work directly with Engineering on the event tracking and data infrastructure that every program runs on. This is a senior individual contributor role, and you should be comfortable operating independently and taking initiative in ambiguous environments.

We work AI-first. We expect you to use AI to generate and test far more variants than a legacy lifecycle team could, to analyze results in hours instead of weeks, and to automate repetitive work so your time goes to the hardest conversion problems.

What you'll own

The end-to-end client care funnel:

• Getting people in the door: Turn employer rosters and partner referrals into signups through launch campaigns, eligibility outreach, and ongoing engagement with covered employees who haven't started care. Build and optimize referral programs that bring in new clients.
• Signup to first session: Partner with Product on onboarding, matching, and booking, and build lifecycle programs that close the gap between signing up and showing up.
• First session to ongoing care: Build the client-side messaging and in-product experience that support continuity of care. Work closely with your Provider Audience lifecycle marketing counterpart to shape the provider-side product prompts that encourage scheduling the next session.
• EAP to Insurance: When a client's last employer-sponsored session ends, they either continue with insurance or leave care. You'll design the full transition: lifecycle messaging about coverage and cost, product experience, and provider education. The goal is for clients who need ongoing care to keep it without a gap.
• Cross-sell across services: Help clients who would benefit from both talk therapy and medication management find and start the right care.
• Graduation and re-entry: Build nurture programs for clients who have finished care, so they come back when they need to and feel welcome when they do.

The technical foundation underneath it:

• Data and event tracking: Partner directly with Product and Engineering to define, implement, and troubleshoot the event tracking that powers client lifecycle triggers. Scope event schemas, and resolve data structure mismatches between systems (for example, CRM, webhook, and ESP integrations).
• Triggering architecture: Decide when API-based event tracking is the right choice over a native integration, so campaign triggers are reliable and scalable.
• Platform and template build: Own our marketing automation platform day to day. Build and QA responsive, dynamic email and SMS templates in HTML/CSS with conditional templating logic, including null and missing-data fallbacks and consistent rendering across devices and clients. Troubleshoot field resolution and data-binding issues.
• MarTech and compliance: Help evaluate and scale our marketing technology stack as we grow, including CDP/ESP tooling and data pipelines (for example, BigQuery), and make sure HIPAA requirements are met as systems and processes evolve.

How you'll work

• A/B test everything: subject lines, timing, channels, segments, offers, onboarding flows, and in-product messages. Each test has a clear hypothesis and a decision attached to it.
• Measure success by stage-to-stage conversion rates, and move them with each quarter's work.
• Report on performance regularly, and present results and recommendations to stakeholders.
• Use AI tools daily for copy generation, variant testing, segmentation, analysis, and workflow automation, and help raise the AI fluency of the whole squad.
• Build with HIPAA and clinical sensitivity in mind. Messaging about mental health has to be both effective and sensitive.

What you'll bring

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• 6+ years in lifecycle, CRM, or growth marketing, ideally in consumer health, marketplaces, or high-growth tech.
• A track record of moving funnel conversion metrics, with specific numbers you can talk about.
• Daily AI use in your marketing work, with examples of workflows you've built and the results they produced.
• Expert, hands-on experience with a marketing automation platform (Iterable and HubSpot preferred; Braze, Customer.io, or similar), including event-triggered campaigns, conditional templating (Handlebars, Liquid), and API-level troubleshooting.
• Proficiency in HTML/CSS for building responsive, data-driven email and SMS templates.
• Working knowledge of event tracking and data infrastructure: comfortable partnering with Engineering on API-based event tracking and webhook architecture, and resolving data structure mismatches between marketing and product systems.
• Experimentation rigor: test design, A/B and multivariate testing, sample sizing, statistical significance, and holdout groups.
• Strong analytical skills using SQL, Mixpanel, or BI tools.
• Excellent copywriting, especially for sensitive topics.
• Healthcare or experience in an environment subject to HIPAA is a plus.