VP, Lifecycle Marketing

WeightWatchers is a global digital health company. 

We are the #1 doctor-recommended – and most clinically studied – behavioral weight health program in the world. For sixty years, WeightWatchers has helped millions build healthy habits and live happier, healthier lives.

As the science of weight health rapidly evolves, so does WeightWatchers. Today we are developing new clinical pathways for medication access, creating behavioral programs for chronic health conditions, integrating third-party services, and enhancing product personalization.

WeightWatchers has embraced technology, with our mobile app now the  primary tool for most members. While we continue to perfect our digital product, we are also designing new in-person experiences. With these diverse member touchpoints, our potential for impact has never been greater.

Who We Are 

At WeightWatchers, the Global Marketing team this team is composed of many different arms that work cross functionally to spread the word and promote our company as well as our services and offerings. From performance and brand to product, licensing and communications they all have a tangible impact on the business and our growth.

What you will do

The Vice President of Lifecycle Marketing is a critical leadership role responsible for designing and executing a world-class customer engagement strategy across the entire WeightWatchers member journey. This role will lead the development of high-impact, personalized experiences that increase customer acquisition, onboarding, engagement, retention and ultimately LTV/customer satisfaction. The ideal candidate combines deep expertise in CRM tools & technical process, personalization, data driven audience management, and behavioral segmentation with strong cross-functional leadership and analytical fluency.

This leader will oversee the full lifecycle marketing function, including onboarding, engagement, retention, winback and marketing operations. They will work closely with Product, Data Science, Engineering, Brand, and Clinical teams to ensure we deliver the right message to the right member at the right time — ultimately driving sustained growth and long-term member value.

Strategic Lifecycle Leadership:

• Define and execute a holistic lifecycle marketing strategy aligned to business goals and member needs.
• Own channel strategy and performance across email, push, SMS, in-app messaging, and personalized web content.
• Develop WW’s behavioral segmentation strategy and apply it across campaigns, product flows, and CRM programs.
• Build and develop lifecycle focused operating structure team and cross functional focus to exceed performance trends
• Champion a test-and-learn culture by driving experimentation and iteration across all lifecycle touchpoints.
• Serve as the strategic voice for lifecycle across key business initiatives including new service launches, GLP-1 clinical programs, and membership pricing structures.
• Develop integrated martech infrastructure across systems for reliable, consistent, accurate view of the customer and attributes to improve engagement in our service.

Member Journey Optimization:

• Map and optimize key lifecycle moments — from signup to onboarding, activation, habit formation, milestone achievements, renewal, and reactivation.
• Partner with Product and Engineering to implement in-product marketing and communication flows that reinforce behavioral change and drive stickiness.
• Identify friction points in the member journey and develop targeted interventions to improve retention and reduce churn.
• Develop gamification, reward systems and viral growth loops leveraging technical signals from consumer engagement to enrich product experience. 

Data-Driven Growth & Personalization:

• Collaborate with Analytics and Data Science to build lifecycle health dashboards, cohort tracking, and predictive churn models.
• Leverage real-time data signals and event-based triggers to personalize messaging and orchestrate omnichannel experiences.
• Develop member scoring models and LTV forecasts to inform targeting, offer strategy, and reactivation priorities.

Cross-Functional Collaboration:

• Partner with Brand, Creative, and Clinical teams to craft messaging that’s compelling, medically accurate, and aligned to WW’s mission.
• Work closely with Media and Paid Search to ensure seamless continuity from acquisition to onboarding and early engagement.
• Integrate CRM strategy into broader marketing and product roadmaps to unify customer experience.

Team Leadership & Operations:

• Build an