Top Benefits
About the role
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.
About Tinybeans
Tinybeans is a leading private photo-sharing app used by millions of parents as a journal, visual diary, and cherished time capsule. It turns everyday moments into memories to be shared, revisited, commented on, and showered with love (a.k.a. endless emojis). Tinybeans was built by parents, for parents in the hopes of making their lives more joyful, simple, and meaningful.
We attract new families and support them through all the stages of their parenting journey, offering surprising new ideas, advice, and inspiration across all our channels (Tinybeans.com, the app, age-based newsletters, and social media). Think quick tips to fast-forward through tantrums, easy dinner recipes that practically make themselves, and ideas for unforgettable family getaways. By working with the right partners, we’re able to introduce our parents to even more exciting products and services to make their lives even better and brighter.
Tinybeans (ASX: TNY, OTCQX: TNYYF) has been loved and trusted by millions of parents and families around the world since its founding in Australia in 2012, which is why we’ve got more than 150,000 5-star reviews in the Apple App and Google Play stores and users in almost every country in the world. Last year, over 78 million memories were shared and loved by Tinybeans families!
For more information, visit Tinybeans.com, download the Tinybeans app from the Apple App Store and the Google Play Store, or follow along with @tinybeanskids on social media.
Top Benefits
About the role
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.
About Tinybeans
Tinybeans is a leading private photo-sharing app used by millions of parents as a journal, visual diary, and cherished time capsule. It turns everyday moments into memories to be shared, revisited, commented on, and showered with love (a.k.a. endless emojis). Tinybeans was built by parents, for parents in the hopes of making their lives more joyful, simple, and meaningful.
We attract new families and support them through all the stages of their parenting journey, offering surprising new ideas, advice, and inspiration across all our channels (Tinybeans.com, the app, age-based newsletters, and social media). Think quick tips to fast-forward through tantrums, easy dinner recipes that practically make themselves, and ideas for unforgettable family getaways. By working with the right partners, we’re able to introduce our parents to even more exciting products and services to make their lives even better and brighter.
Tinybeans (ASX: TNY, OTCQX: TNYYF) has been loved and trusted by millions of parents and families around the world since its founding in Australia in 2012, which is why we’ve got more than 150,000 5-star reviews in the Apple App and Google Play stores and users in almost every country in the world. Last year, over 78 million memories were shared and loved by Tinybeans families!
For more information, visit Tinybeans.com, download the Tinybeans app from the Apple App Store and the Google Play Store, or follow along with @tinybeanskids on social media.