Email & SMS Acquisition Specialist

Twin Health is revolutionizing metabolic health care by leveraging AI Digital Twin technology to model individual metabolism using data from continuous glucose monitors (CGMs), smartwatches, and meal logs. Their mission is to help members lower A1C levels below the diabetes range, achieve lasting weight loss, and reduce or eliminate medications while improving overall well-being.

Opportunity

Twin Health is addressing a critical issue with their existing email acquisition channel, which is underperforming due to high-volume sends landing in Gmail’s Promotions tab. This blocks content testing and limits reach. Meanwhile, their SMS channel is entirely new, with no prior sends, but operates on the same Braze platform as email, requiring no new infrastructure—just a new channel launch.

This role is responsible for both channels end-to-end, reporting to the Associate Director of Acquisition Strategy & Channel Ops, who sets cross-channel priorities and sequencing across Direct Mail, Email/SMS, and Search & Discovery. The focus is on execution and testing, not standalone strategy.

Responsibilities

Email Program Ownership

• Own the entire email workflow: creative testing, cadence management, segmentation execution, and day-to-day management of the Braze platform.
• Resolve the Gmail Promotions tab inbox-placement issue to restore email reach and enable content testing.

SMS Buildout (Net-New)

• Develop Twin Health’s first SMS program from scratch using the existing Braze platform (no new infrastructure needed).
• Ensure full compliance with SMS consent and TCPA regulations from day one, as this is a new, regulated channel.
• Implement instrumentation and decision logging for every creative, cadence, and segmentation choice, documenting rationale for future training data.
• Ensure every send is joinable to individual lead records for precise tracking.

Testing & Optimization

• Design and execute A/B tests for email and SMS with clear hypotheses and success metrics before launch.
• Extend the existing Motivation vs. Barrier messaging framework to SMS as the channel scales.

Cross-Functional Partnership

• Collaborate with the Associate Director of Acquisition Strategy to align with broader channel priorities and work with the Senior Marketing Analyst and Technical Lead on measurement and infrastructure.
• Partner with Marketing teams on creative production and approval, while handling tagging and measurement.

AI-Powered Execution

• Leverage AI tools like Claude to draft creative variants and accelerate reporting.
• Perform other duties as assigned.

Qualifications

• 4+ years of experience in email marketing or marketing automation, preferably hands-on with Braze or similar ESP/CDP platforms.
• Direct experience launching or scaling an SMS program, including consent and TCPA compliance.
• Strong understanding of deliverability and inbox-placement mechanics, including sender reputation, authentication, list hygiene, and avoiding the Promotions tab.
• Familiarity with lead-level data and campaign reporting in CRM (Salesforce) and marketing automation platforms.
• Experience designing and interpreting A/B tests.
• Comfortable executing within a predefined channel strategy rather than setting standalone direction.

Preferred

• Experience in a regulated industry with consent/compliance requirements beyond CAN-SPAM.
• SQL literacy for data analysis.
• Experience working with a channel-orchestration manager or director.
• This is a remote opportunity based in the U.S. (U.S. work authorization required).