Senior Lifecycle Marketing Manager, Provider Audience

About the role

Your job is to help providers get real value from Tava's platform quickly, and to give them a reason to come back to it every week. Tava gives providers a platform to manage their practice, including our insurance billing service and client referrals from our network. You'll own the provider lifecycle inside our product and across email and SMS: from approved to activated, from activated to retained for 12 months, and into our top tier of providers who stay 13+ months.

What you'll own

Approved to activated (initial focus)

• Map where approved providers stall on the way to activation, and build triggered journeys that move them past each step.
• Proactively address common friction points before a provider has to ask for help, such as completing setup, turning on insurance billing, turning on network referrals, and bringing existing clients to Tava.
• Build programs that complement Provider Success, and give the team clear signals about which providers need a human conversation and which are well served by automated support.

Activated to retained for 12 months

• Give providers a good reason to come back every week, with timely, personal prompts: outstanding notes, a message from a client, a new insurance opportunity, new clients in their area, new payer rates they aren't taking advantage of yet, and more.
• Drive adoption of the platform features that make providers successful, including our insurance billing service and referrals from our network.
• Spot early signs of churn risk and build programs that re-engage providers before they leave.
• Create scalable ways for providers to share product feedback, and route what you learn to Product.

Top-tier retention (13+ months)

• Build programs that keep long-tenured providers engaged and growing their practice on Tava.
• Learn what our most retained providers do differently, and use it to shape the journey for everyone else.

Provider top of funnel (secondary focus)

• Own and optimize provider drip campaigns and inbound signup flows.
• Partner with Provider Growth so interested providers hear from the right person at the right time.

The technical foundation underneath it

• Data and event tracking: Partner with Product and Engineering to define, implement, and troubleshoot the product events that power provider journeys.
• Resolve data mismatches between the product, your automation platform, and HubSpot.
• Triggering architecture: Decide when API-based event tracking is the right choice over a native integration.
• In-product, email, and SMS builds: Build and QA in-product messages and responsive, dynamic email and SMS templates with conditional logic and missing-data fallbacks.
• Segmentation: Build and maintain provider segments by lifecycle stage, tenure, activity, and feature adoption.

How you'll work

• A/B test everything: in-product prompts, emails, SMS, timing, segments, and onboarding steps.
• Measure success by stage-to-stage movement across the provider lifecycle: time to activation, feature adoption, 12-month retention, and churn.
• Use AI tools daily for copy, variant testing, segmentation, analysis, and automation.
• Build with HIPAA and clinical sensitivity in mind.

What you'll bring

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• 4+ years in lifecycle, CRM, or retention marketing, ideally for SaaS users, small businesses, the supply side of a marketplace, or B2B/B2B2C products.
• A track record of moving activation, feature adoption, or retention and churn metrics, with specific numbers you can talk about.
• Hands-on experience with a lifecycle or marketing automation platform (HubSpot, Iterable, or similar), including event- and behavior-triggered journeys across in-product, email, and SMS.
• Strong segmentation skills and comfort with data: SQL, cohort and retention analysis, and BI tools.
• Working knowledge of event tracking, and comfort partnering with Engineering on it.
• Clear, warm copywriting that respects a clinician's time.
• Daily AI use in your marketing work, with examples to share.
• A plus: experience marketing to clinicians or other licensed professionals, small-business/owner-operated SaaS customers, and working in a HIPAA environment.