Head of Product Marketing

October 2, 2020
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Distinctly female healthcare reimagined and tailored to you Join Tia

Tia is the next-gen women’s health platform fusing empathy & innovation to help women thrive.
Our interdisciplinary team of doctors, designers & data enthusiasts have seen first-hand how women’s needs have been radically underserved and underestimated, and are on a mission to build a new distinctly female care model from the ground up, online and offline.
Tia’s ecosystem of products, tools and services — from the Tia app to the Tia Clinic, a real-world gynecology, primary care, & wellness practice based in NYC — is connected by a unique, human-centered approach to care that focuses on listening and learning all about women and their holistic needs, from anatomy to emotions, from gut health to getting it on. Tia encourages honest and transparent conversations about patients’ health, both with their care team and their community of members, to help women make independent and informed healthcare decisions with confidence and ease.

Role Summary:

Tia is a venture-backed startup with D2C product-market fit entering a hyper-growth period. Tia is looking for a Head Of Product Marketing to drive activation, engagement and retention of Tia’s customers across all products- clinical and digital. This role will work closely with the CEO, Head of Growth and product leaders to understand the lifecycle and experience of a Tia member and increase lifetime value of every member that Tia acquires. Further, this individual will own new product launch strategies- including new service lines.

The ideal candidate is:

  • A master of customer insights, understanding deeply how use qualitative and quantitative data to paint a picture of the customer experience 
  • Highly strategic and data driven, you are able to take customer insights to create a strategy and communicate this to product leaders at the company
  • A membership experience expert with a focus on the entire membership journey and what drives a positive experience.
  • Able to work cross-functionally to drive outcomes and is able to seamlessly partner with others to create plans and execute on the plans.
  • Impact-oriented, obsessively focused on how to use product marketing to drive business needs through customer insights. You are able to set KPIs and iterate quickly when something isn’t working.
  • Creative and experimental with an acute ability to think outside the box and experiment without fear of failure.

Tia Principles You “Spike” On:

  • Be willing to experiment despite the possibility of failure.
  • Practice a meritocracy of ideas, but not consensus-based decision-making.
  • Delineate and distribute responsibility to enable higher quality and higher velocity decisions.
  • Ask why, then why again.
  • Act as a pack, not a lone wolf.
  • Be driven to achieve excellence, but with regard to impact over effort.

Core Abilities

  • Strategic thinking — you know how to blend quant and qual insights and intuition to formulate strategic plans
  • Cross-functional management — you thrive in cross-functional environments by delineating roles and responsibilities, over-communicating, listening deeply and asking lots and lots of questions
  • Navigating ambiguity — you recognize the ambiguity inherent in the data we collect, and you set and adopt smart strategies to guide your tactical decisions at every stage of the funnel.
  • Data-driven experimentation — you live for trying new things, proving them right and proving them wrong. You love numbers and digging into the data, but know when to zoom back out and how to see the forest through the trees.
  • Storytelling — you know what differentiates “good communication” from “great communication,” and know how to collaborate with creative teams to translate product and business requirements into compelling stories across mediums that people share

Core Skills

  • Hiring, management, and career development
  • Product positioning

Media planning

  • Paid advertising
  • Email marketing
  • Budget management
  • A/B Testing
  • Google Analytics
  • Mixpanel
  • Data analysis/SQL [not required but a plus!]

Core Responsibilities:

  • Lifecycle marketing: Develop and perpetually iterate on a cross-channel consumer marketing strategy to activate, engage, and retain members for the Tia Clinics
      1. Drive business goals: In collaboration with product owners for URL & IRL Tia Care, manage and optimize utilization of services to achieve business goals, revenue targets and increase customer LTV
      2. Ownership: Manage both ongoing and ad-hoc marketing efforts to drive activation, engagement and retention of Tia members.
      3. Audiences: Develop personas and a segmentation framework to use across the customer lifecycle
      4. Positioning: On an ongoing basis, refine the positioning of Tia’s offerings to existing members
  • Product launches: Partner with product owners to develop new products & own launch marketing for any new roll-out
      1. Pre-launch: Develop product positioning for all new service line rollouts in partnership with URL & IRL product owners & partner with the product owner to develop the product, serving as the voice of the customer in these processes. Own market research to develop the design of the new product.
      2. Launch: Develop & execute the launch marketing plan, including setting marketing KPIs for launch and  working with brand & design to develop all marketing materials
      3. Optimization: Deeply understand the customer’s experience with a new launch & understand the metrics that are/aren’t being hit, partner with cross-functional leaders to drive and influence optimizations.
  • Digital product marketing: Partner with product owners to drive optimal engagement of digital products of Tia
  • Positioning: understand how to explain Tia’s digital products to perspective and existing members
      1. Drive optimal engagement: understand the role that Tia’s digital products play in a customer’s lifecycle and develop strategies to drive engagement of key products at the right time in a customer’s lifecycle
  • Customer insights: Deeply understand the Tia customer and the experience with every single Tia product & be able to operationalize insights to drive change in existing products and new products. 
      1. Collection: streamline the collection of qualitative feedback & ensure that we are asking the right questions, at the right time.
      2. Synthesize: elegantly blend qualitative and quantitative insights to create a single view of what matters to the Tia customer.
      3. Storytelling: influence the entire organization to keep the customer perspective in mind at all times — not only in marketing efforts, but also in new product development.
  • Team management: Manage and develop a best-in-class product marketing organization within Tia that can scale across multiple geos
    1. Design and build the product marketing team to fit into Tia’s overall org structure
    2. In collaboration with Tia’s Head of Design to develop and optimize creative that hits marketing’s goals and key messages while rigorously build, preserve and measure brand love
    3. Develop and manage team and process to ensure speed of content and marketing production while maintaining quality control at scale
    4. Share back data and key learnings to fuel creative production
Tia is an equal opportunity employer. We are proud to foster a workplace free from discrimination. We strongly believe that diversity of experience, perspectives, and background will lead to a better environment for our employees and a better product for our users and patients.