Lifecycle Marketing Lead

Job Description

About Eugene

The power to predict and prevent health issues is in our DNA. Eugene’s purpose is to empower every person to act on this knowledge.

Today, Eugene provides at-home, medical-grade genetic testing combined with expert genetic counselling, helping people make informed decisions about their long-term health and family planning. Much of our work supports people at important decision points, where clarity, reassurance, and trust matter.

We’re building toward a future where you can sequence your DNA once and receive guidance for life. That long-term vision shapes how we think about customer relationships over time, not just individual transactions.

Since launching in 2018, we’ve supported many thousands of people across Australia, delivered an Australia-first Medicare-covered genetic test, and built trusted partnerships across the healthcare system.

Eugene is a remote-first organisation, with the option to work from anywhere in Australia or from our office in Richmond, Victoria.

About the role

Eugene is a partnership-led business. The majority of our customers come via clinic and clinician referrals. These are warm, high-intent leads, often navigating emotionally and practically complex decisions.

Your mission is to own conversion and retention across the customer journey, with a primary focus on referral-led demand from clinicians. Our success depends on how effectively we transition a patient from a physical brochure or verbal referral in a doctor’s office to a trusted digital relationship with Eugene. That’s where you come in — you are the architect of this transition.

Your job is to turn existing demand into revenue faster, more reliably, and with less manual effort.

This is a hands-on, high-impact, commercially accountable role. You will be accountable for:

• Referral conversion: Owning referral-to-paid conversion and lifecycle performance for customers referred by clinicians and clinic partners.
• Customer lifecycle growth: Owning the end-to-end customer lifecycle across owned channels, including nurturing, conversion, and re-engagement for follow-on products such as Eugene’s preventive health offerings.

You will sit at the intersection of partnerships, clinical care, operations, product, and marketing execution, and take ownership of lifecycle-driven revenue and conversion outcomes.

This is not a brand role.

This is not a performance marketing role.

This role exists to improve conversion efficiency and lifetime value in a partnership-led business.

What you’ll do

• The nurture engine: Build and manage sophisticated automated flows in Klaviyo that educate and support patients throughout the longer consideration cycles common in IVF and genetic testing.
• Empathetic segmentation: Use data to ensure messaging matches a patient’s context and stage, whether they have just received a brochure or are ready to purchase a kit.
• Conversion and revenue: Increase speed to conversion and revenue per referred lead through better sequencing, content, education, and thoughtful upsell.
• Lifecycle expansion: Own lifecycle programs that re-engage existing customers and drive uptake of Eugene’s preventive health products over time. Design education and nurture journeys that support long-term relationships, not just first purchase.
• The digital bridge: Design practical, data-informed ways for patients to raise their hand and enter our digital ecosystem before purchasing, for example via QR codes, lead magnets, or co-branded clinic landing pages.
• Clinic toolkits: Partner with our BD and partnerships team to create clear, usable collateral and digital assets that make it easy for clinicians to refer Eugene and explain our value.
• Scientific to human: Work closely with our clinical team to translate deep genetic expertise into clear, supportive, and marketing-ready content.
• Cross-functional collaboration: Act as the commercial owner of the referral lifecycle. Work closely with partnerships, clinical, operations, and product teams, and brief and manage contractors where specialist support is required.
• External support: Confidently brief and manage external contractors when specialist support is required, without losing ownership of lifecycle performance or outcomes.

About you

• Strong experience in lifecycle or CRM-led marketing
• Proven ability to convert warm or referred leads into revenue
• Hands-on experience building flows in tools such as Klaviyo, HubSpot, or similar
• Experience in healthcare, IVF, genomics, or regulated industries is a plus but not required
• Familiarity with partnership-led or B2B2C business models
• Excellent lifecycle copywriting skills, particularly in sensitive or regulated contexts
• Commercial mindset and comfort owning revenue outcomes
• Startup-ready mindset — self-starter, flexible, and thrives in fast-paced, evolving environments.
• Ability to operate independently as a player–coach in a small team
• Strong on content and broad marketing literacy across paid, and search, with a clear understanding of how these support lifecycle and conversion rather than replace them.

Benefits

We offer a competitive compensation package, flexible work arrangements, a collaborative and inclusive work environment, and opportunities for career growth and development. Our benefits and perks include:

• ESOP – Employee Stock Ownership Plan so you can grow with the company
• Parental leave policy, including additional support and flexibility for anyone with children or expecting.
• The ability to work remotely and be flexible with hours.
• A yearly L&D budget to support your professional development and help you stay up-to-date with the latest trends and technologies in your field.
• A monthly wellness budget to encourage you to prioritise self-care and well-being, which we believe are key to maintaining a healthy work-life balance.
• Challenging, meaningful work that has a positive impact on the lives of our customers.
• Work at a company that is committed to doing well by doing good.

Hiring Process

Our hiring process includes:

• Phone interview
• Take home challenge
• Final round of interviews

The process begins with a phone interview to get to know the candidate and their skills better. After that, candidates will be given a take home challenge to complete. Finally, candidates who successfully complete the challenge will be invited to a final interview to discuss their experience and skills in more detail.