Lifecycle Marketing Manager

Job Summary:  

We are looking for a strategic and data-driven Lifecycle Marketing Manager to own and optimize the full patient journey — from lead nurture and onboarding through engagement, cross-sell, and retention. In this role, you will develop and execute personalized, multi-channel campaigns across email and SMS using Iterable, while leading a rigorous experimentation roadmap to continuously improve performance. You will partner closely with Data & Analytics, Clinical, Product, and Operations teams to build scalable, HIPAA-compliant lifecycle programs that deliver measurable business impact.

Duties/Responsibilities: 

• Own and drive the full lifecycle marketing strategy across all stages (lead nurture, onboarding, activation, engagement, cross-sell, and retention) ensuring each stage of the patient journey is intentional, personalized, and measurable.
• Develop and execute lifecycle campaigns across email and SMS, leveraging Iterable to build and optimize automated journeys and always-on programs.
• Lead a rigorous experimentation roadmap, including A/B and multivariate testing of messaging, creative, cadence, segmentation, and value propositions, to drive continuous performance improvement.
• Define and own lifecycle KPIs, building reporting frameworks and sharing regular performance insights with marketing and cross-functional leadership.
• Partner with the Data and Analytics teams to develop audience segmentation strategies, leverage behavioral signals, and integrate AI-driven insights to enhance personalization at scale.
• Collaborate cross-functionally with Clinical, Product, Brand, and Operations teams to align lifecycle programs with broader business goals and patient experience standards.
• Direct creative strategy for lifecycle channels, including briefing, reviewing, and optimizing copy and design to ensure brand consistency and message effectiveness.
• Ensure all lifecycle marketing programs are developed and executed in compliance with HIPAA regulations and applicable federal and state laws, partnering with Legal and Compliance as needed.
• Build and maintain lifecycle process documentation, campaign playbooks, and training materials, publishing these on appropriate internal platforms.
• Evaluate and manage lifecycle marketing technology partnerships, making recommendations for optimization and scaling of the tech stack.
• Collaborate with clinical operations to ensure seamless communication and roll out of new policies to our clinical network, including welcome emails and training materials
• Leverage AI tools as a core part of daily work (drafting, research, iteration) to improve efficiency, quality, and decision-making

Required Skills:

• Strong strategic and analytical thinking, with the ability to translate complex data into clear hypotheses, actionable insights, and business recommendations.
• Deep expertise in lifecycle marketing strategy across the full funnel (nurture, onboarding, engagement, cross-sell, upsell, and retention).
• Hands-on, proficient experience with Iterable. This person will be expected to build, execute, and optimize campaigns in Iterable.
• Proven ability to design and manage experimentation roadmaps, including A/B testing, multivariate testing, and iterative optimization methodologies.
• Experience directing creative decisions for lifecycle channels, including copy strategy, creative briefing, and performance-based iteration.
• Strong cross-functional collaboration skills; ability to manage stakeholder expectations, influence without authority, and build alignment across diverse teams.
• Familiarity with reporting and analytics tools such as Looker, Tableau, Amplitude, or similar.
• Excellent written and verbal communication skills, including experience presenting strategy and results to senior leadership.
• Working knowledge of HIPAA regulations and their implications for patient marketing communications.
• Comfort using AI tools in day-to-day workflows, with a willingness to continuously rethink and improve how work gets done
• Curiosity and openness to experimenting with new tools and approaches; prior experience with AI tools is a plus

Education & Experience 

• 5+ years of direct-to-consumer lifecycle marketing experience, including hands-on ownership of email, SMS, push, and in-app channels. 
• Bachelor's degree, ideally in Marketing, Business, or a related field.
• Demonstrated track record of building and scaling lifecycle programs that drive measurable growth across acquisition, engagement, and retention metrics.
• Experience in a regulated industry, healthcare, behavioral health, or health-adjacent, strongly preferred.<