Senior Lifecycle Marketing Manager

Responsibilities

• Build and optimize lifecycle journeys: Help design and continuously improve member journeys across awareness, enrollment, activation, treatment, and ongoing engagement. Define audiences, triggers, messaging, channel strategy, and success metrics for each stage.
• Own multi-channel campaign execution: Build, launch, and optimize integrated campaigns across email, SMS, direct mail, landing pages, and employer-owned channels, including HR communications, benefits portals, open enrollment materials, and more.
• Translate strategy into compelling member communications: Develop campaign briefs, messaging frameworks, and creative direction that turn complex healthcare information into communications that are simple, relevant, empathetic, and action-oriented. Write and edit member-facing copy directly when needed.
• Lead lifecycle marketing for client launches: Partner with Client Success and Implementation to develop and execute member communication strategies for new client launches, including timelines, audience strategy, client-specific messaging, employer toolkits, approvals, deployment, and post-launch measurement.
• Own lifecycle marketing operations: Manage campaign builds, segmentation, personalization, journey orchestration, QA, deployment, and ongoing optimization within our lifecycle marketing platform. Build scalable processes, templates, documentation, and campaign calendars that enable the team to move quickly without sacrificing quality.
• Develop and optimize landing experiences: Lead the strategy, content, and optimization of member-facing landing pages, partnering with Design and Engineering where needed to improve conversion and create a seamless experience from communication to action.
• Build a culture of experimentation: Execute a testing roadmap across subject lines, messaging, creative, calls to action, timing, cadence, channel mix, personalization, and journey structure. Design thoughtful A/B and multivariate tests, analyze results, and translate findings into actionable recommendations.
• Measure what drives member action: Define and track KPIs across the member lifecycle, including enrollment, activation, engagement, conversion, and retention. Partner with data to build reporting that connects campaign and channel performance to member outcomes and helps us understand what is driving results across both digital and offline touchpoints.
• Continuously improve the member experience: Partner closely with Member Services, Clinical, and Client Success to understand member questions, barriers, and behaviors. Use those insights to improve messaging, journeys, and the overall experience across every member touchpoint.
• Ensure compliant, high-quality communications: Maintain rigorous standards for accuracy, QA, privacy, and consent. Ensure member communications align with HIPAA, TCPA, CAN-SPAM, and internal compliance requirements in partnership with Legal and Compliance.

Requirements

• 5–7+ years of experience in lifecycle marketing, CRM, retention, growth, member engagement, or a related discipline, with significant hands-on experience building and executing campaigns.
• Deep hands-on experience with a lifecycle marketing platform such as Braze, Iterable, Customer.io , or a similar platform, including journey orchestration, segmentation, personalization, testing, and campaign deployment.
• Experience building integrated lifecycle programs across email and SMS, with experience in direct mail, landing pages, or other channels strongly preferred.
• Strong lifecycle marketing instincts. You understand how to move members from awareness to action through thoughtful segmentation, messaging, timing, personalization, and channel strategy.
• Excellent writing and editing skills, with the ability to translate complex or sensitive topics into communications that are clear, approachable, credible, and easy to act on.
• Strong analytical skills and experience using campaign performance, behavioral data, and experimentation to identify opportunities and improve conversion.
• Experience designing and evaluating A/B and multivariate tests, with the ability to distinguish meaningful insights from noise and translate findings into future strategy.
• Excellent project management and organizational skills, with the ability to manage multiple campaigns, client launches, stakeholders, and deadlines simultaneously.
• Exceptional attention to detail and a strong commitment to quality, particularly when working with member-facing healthcare communications.
• Working knowledge of HIPAA, TCPA, CAN-SPAM, consent requirements, and other considerations related to healthcare and consumer communications.

Preferred

• Experience in healthcare, digital health, specialty pharmacy, benefits, or another B2B2C environment where end users are reached through employers, health plans, or other partners.
• Experience developing employer-facing communication toolkits, benefits communications, or open enrollment campaigns that drive employee awareness and engagement.
• Experience marketing healthcare services where members may be navigating complex