Direct Mail Marketing Manager

Twin Health empowers people to improve and prevent chronic metabolic diseases like type 2 diabetes and obesity using AI Digital Twin technology. This role focuses on optimizing the direct mail channel, which currently drives 59% of member registrations but has seen a decline in scan rates from 3.27% to 1.01% over the past eleven months.

The ideal candidate will own the direct mail channel end-to-end, including cadence, creative testing, vendor management, and cost accounting, with a mandate to address the channel’s biggest challenges and build instrumentation for future automation.

Responsibilities

Direct Mail Program Ownership

• Own the entire direct mail channel: drop cadence, creative testing, cost-per-piece accounting, and vendor relationship with RRD.
• Diagnose and reverse the scan-rate decline from 3.27% to 1.01% over the past 11 months, determining whether the issue stems from creative fatigue, cadence, list saturation, or contact-data quality.
• Lead the shift from partner-batch mailing to lead-type-triggered mailing, ensuring newly-eligible, high-value leads receive their piece within their launch window.

Instrumentation & Decision Logging

• Log every mailer, variant, and segment decision, including considerations and reasoning, to create reusable training data for Twin’s future acquisition engine.
• Partner with the Technical Lead and Senior Marketing Analyst to close data gaps in the channel, including partner-grain send records, scan-rate tracking, and per-piece cost.
• Ensure every send is joinable to an individual lead record, not just aggregate or partner-level reconciliation.

Testing & Optimization

• Design and run direct mail A/B tests on messaging, format, and cadence, with a stated hypothesis and success metric before launch.
• Build on the existing Motivation vs. Barrier messaging framework and extend it with new axes as evidence supports.

Cross-Functional Partnership

• Collaborate with Marketing on creative production and approval, tagging and measuring content while Marketing produces and approves it.
• Coordinate with the partner/client team on partner-specific creative approval SLAs and marketing permission tiers before any send.
• Leverage AI tools like Claude to draft creative variant copy, summarize test results, and accelerate reporting.

Qualifications

• 5+ years in direct mail or offline/print channel marketing, ideally in a regulated or healthcare-adjacent industry.
• Experience managing a direct mail vendor/print relationship, including cost negotiation and production timelines.
• Comfortable working with campaign and lead-level data in a CRM (Salesforce) and marketing automation platform (Braze or comparable).
• Experience designing and reading A/B tests, with a working understanding of sample size and significance.
• Strong project management skills, as this channel operates on hard print and drop deadlines.
• Able to reason about lead-grain data concepts, understanding the difference between “how many pieces did we mail” and “how many of these specific leads received mail.”

Preferred Qualifications

• Experience in a highly regulated industry (healthcare, financial services, insurance) with partner or client creative-approval workflows.
• Experience with lifecycle/cadence-based marketing triggered off an individual’s stage rather than calendar-batch marketing.
• SQL literacy.
• Experience partnering with data or analytics teams to close measurement gaps in an existing channel.