Senior Director, Member Acquisition

Opportunity

Own the strategy and execution for Twin’s next-generation member acquisition experience.

Your mission is to build and scale a modern, AI-driven acquisition engine that consistently identifies the people who can benefit most from Twin and gets them to register and activate.

You will:

• Determine who the right members are, based on data and signal
• Design and run campaigns to discover the most effective ways to reach and convert them
• Materially move the needle on registration and CAC
• This is a hands-on, builder role. You’ll experiment aggressively, adopt the best emerging AI tools, and turn what works into repeatable, scalable systems across the business.

Responsibilities

Own member acquisition end-to-end: from identifying high-potential eligible populations to driving registration and early activation.

Build the member acquisition “machine”:

• Segmentation and targeting logic
• Channel and messaging strategy
• A living experiment backlog
• Measurement frameworks and weekly operating cadence

Stand up AI-driven growth workflows to scale:

• Personalization and targeting
• Creative generation and iteration
• Campaign orchestration and ops efficiency

Run bold experiments across the acquisition funnel, including:

• Partner / employer launch playbooks
• Member outreach (email, SMS, direct mail where applicable)
• Landing pages, referral loops, and conversion paths
• Signup flow optimization and friction removal through product changes

Instrument, analyze, and explain performance:

• Build and maintain dashboards
• Evaluate experiments with strong measurement hygiene
• Clearly call winners and losers and double down or kill fast
• Other duties as assigned

Qualifications

This role is for a PM-minded growth builder—someone who ships, measures, and iterates.