Responsibilities

• Define and own the company-wide lifecycle marketing vision across D2C members, therapists, and B2B clients.
• Develop differentiated yet cohesive lifecycle strategies tailored to each audience while aligning to overall company growth objectives.
• Oversee lifecycle programs supporting:
• Member onboarding, engagement, retention, and reactivation
• Therapist acquisition, activation, engagement, and retention
• B2B client lead generation, onboarding, utilization and renewal
• Translate business priorities and customer insights into scalable lifecycle programs that drive retention, expansion, utilization, and LTV across all segments.
• Serve as the executive subject matter expert on lifecycle strategy and customer journey orchestration.
• Own lifecycle-driven contribution to key business metrics, including LTV, retention, churn reduction, utilization, expansion revenue, and subscriber growth.
• Establish rigorous experimentation frameworks to measure incremental impact.

Requirements

• 12+ years of experience in CRM or lifecycle marketing, with 5+ years in senior leadership roles
• Proven success in developing and scaling multi-channel lifecycle programs across email, SMS, push, and in-app messaging
• Experience building and scaling high-performing lifecycle or CRM teams
• Deep expertise in segmentation, personalization, and A/B testing, with a strong understanding of customer behavior and lifecycle KPIs (e.g., LTV, retention, churn)
• Demonstrated success driving retention, LTV, utilization, and expansion revenue at scale
• Ability to operate at executive altitude while maintaining operational rigor
• Hands-on experience with modern ESPs and engagement platforms (e.g., Iterable, Braze, Klaviyo, Salesforce Marketing Cloud)
• Strategic thinker with the ability to connect marketing initiatives to business outcomes
• Strong analytical and technical skills, with experience partnering closely with data teams and using tools like SQL, Looker, Amplitude, or similar
• Skilled at cross-functional collaboration with product, data science, engineering, analytics, and brand teams

Benefits

• Remote work with regular in-person bonding experiences sponsored by the company
• Competitive compensation
• Holistic perks program (including free therapy, employee wellness, and more)
• Excellent health, dental, and vision coverage
• 401k benefits with employer matching contribution
• The chance to build something that changes lives – and that people love
• Any piece of hardware or software that will make you happy and productive
• An awesome community of co-workers