Director, Lifecycle Marketing

Who are we and why should you join us?

BetterHelp is on a mission to remove the traditional barriers to therapy and make mental health care more accessible to everyone. Founded in 2013, we are now the world’s largest online therapy service – providing affordable and convenient therapy across the globe. Our network of over 30,000 licensed therapists has helped millions of people take ownership of their mental health and change their lives forever. And we’re not stopping there – as the unmet need for mental health services continues to grow, BetterHelp is committed to being part of the solution.

As the Director of Lifecycle Marketing at BetterHelp, you’ll join a diverse team of licensed clinicians, engineers, product pros, creatives, marketers, and business leaders who share a passion for expanding access to therapy. And as a mental health company, we take employee mental health just as seriously as we do our mission. We seriously invest in our team’s well-being and professional development, because we know that business and individual growth go hand-in-hand. 

At BetterHelp, you’ll carve your own path, make an immediate impact, and be challenged every day – with a supportive community behind you the whole way. 

What are we looking for?

We are seeking a strategic, data-driven Director of Lifecycle Marketing to lead the development, execution, and continuous optimization of our end-to-end customer journey. You will own messaging across email, SMS, push, and in-app channels, with a focus on driving retention, reactivation, and customer lifetime value—while also deepening engagement and brand affinity.

In this highly cross-functional role, you’ll collaborate closely with Product, Data Science, Analytics, Engineering, and Brand to deliver personalized, scalable programs that align with business goals. You’ll be responsible for defining key member segments, success metrics, and lifecycle touchpoints across the funnel—from onboarding through advocacy.

By leveraging data and experimentation, you will create and refine automated journeys that enhance the customer experience and deliver measurable growth in key business KPIs. This is a high-impact leadership role for a lifecycle expert who thrives at the intersection of marketing, technology, and data.

What will you do?

• Lifecycle Strategy & Personalization
  • Define and execute a best-in-class, data-driven lifecycle marketing strategy rooted in customer behavior and predictive modeling.
  • Translate customer insights into personalized, automated journeys that drive engagement, retention, and reactivation.
  • Partner with Data Science to evolve predictive models and ensure messaging is optimized for conversion across channels.
  • Collaborate with Analytics to define KPIs, build robust segmentation strategies, and measure impact across LTV, retention, and new subscriber growth.
• Technology & Infrastructure
  
  • Lead the ESP (Iterable) infrastructure roadmap and ensure operational excellence in campaign execution.
  • Drive innovation in automation, segmentation, and orchestration to enable rapid experimentation and continuous optimization.
• Customer Journey Ownership
  
  • Own and evolve the full-funnel, multi-channel lifecycle strategy—spanning onboarding, engagement, retention, reactivation, and advocacy.
  • Ensure programs measurably improve key business metrics, including conversion rates, engagement, and customer LTV.
• Experimentation & Performance Optimization
  
  • Establish a rigorous A/B testing framework in partnership with Data Science to drive continuous learning and performance improvements.
  • Develop and execute experiments that isolate incremental impact and refine lifecycle messaging strategies.
• Cross-Functional Leadership
  
  • Act as a strategic partner to Product, Engineering, and Data Science to ensure lifecycle marketing is embedded within the product experience.
  • Influence roadmap prioritization and advocate for marketing tech investments that unlock scale and impact.
  • Collaborate with Brand to ensure all communications reinforce our brand voice, positioning, and customer promise.
• Team Leadership & Development
  
  • Build, mentor, and inspire a high-performing team of lifecycle marketers and CRM specialists.
  • Foster a culture of experimentation, innovation, and data-driven decision-making.
  • Stay ahead of privacy regulations, deliverability best practices, and evolving marketing trends to keep the team at the forefront of the industry.

What wil