Responsibilities

• Own end-to-end execution of lifecycle programs (acquisition nurture, onboarding, conversion, retention, winback, and cross-sell) across email, SMS, push, and in-app channels
• Translate GM-set business strategies into indication-specific lifecycle roadmaps, journeys, and cross-sell motions for weight management, men's health, and women's health
• Build, prioritize, and continuously optimize a portfolio of automated journeys and campaigns tied to the revenue and retention targets each GM defines
• Deliver the data and insights that drive strategy effectiveness: performance reporting, cohort and LTV analysis, and clear recommendations that help GMs refine what lifecycle should achieve next
• Lead the marketing technology roadmap: segmentation, data infrastructure, deliverability, and platform architecture, in partnership with your MarTech Manager and CRM Engineer
• Establish rigorous experimentation across messaging, cadence, offers, and channels; report results and drive decisions with lifetime value and retention data
• Ensure all patient communications meet healthcare compliance, privacy (HIPAA/TCPA/CAN-SPAM), and consent requirements
• Develop, and retain a high-performing lifecycle team; define processes that scale with the business

Requirements

• 8+ years in CRM/lifecycle marketing with 3+ years leading teams, ideally in DTC subscription, telehealth, or consumer health
• Proven ownership of revenue and retention outcomes from lifecycle channels at meaningful scale (millions of contacts)
• Deep hands-on expertise with modern ESP/CDP stacks (e.g., Braze, Iterable, Klaviyo, Segment) and SMS platforms
• Strong analytical skills, including cohort analysis, LTV modeling, incrementality testing, and channel attribution
• Experience navigating regulated communications (HIPAA, TCPA, CAN-SPAM) and deliverability at scale
• A builder's mindset: you've stood up programs, teams, and infrastructure, not just optimized existing ones
• Comfort operating in a matrixed model where business owners set the strategy and you own execution; you collaborate well and use data to influence direction

Preferred

• Experience with subscription healthcare, pharmacy, or insurance-covered patient journeys
• Familiarity with AI-driven personalization and content generation for lifecycle
• SQL proficiency or experience partnering closely with data engineering