Head of Lifecycle Marketing
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Job Description
Head of Lifecycle Marketing at BetterHelp leading multi-channel lifecycle strategies and driving engagement. Overseeing lifecycle vision across D2C members, therapists, and B2B clients.
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.
- Partner with Finance and Analytics to forecast, model, and report lifecycle impact on enterprise performance.
- Build scalable segmentation strategies informed by behavioral, predictive, and value-based modeling.
- Own the lifecycle marketing technology roadmap, including ESP (Iterable) and related engagement platforms.
- Drive innovation in automation, orchestration, AI-driven personalization, and cross-channel optimization.
- Ensure operational excellence, deliverability, compliance, and scalability across a growing business ecosystem.
- Act as a strategic partner to Product, Engineering, and Data to ensure lifecycle marketing is embedded with the product experience.
- Influence prioritization of marketing technology, experimentation capabilities, and data infrastructure.
- Collaborate with Brand to ensure all communications reinforce our brand voice, positioning, and promise.
- Partner with B2B leadership to support employer and partner engagement strategies.
- Partner with the provider network team to support provider goals.
- 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 growth.
- Build and lead a high-performing, lifecycle organization.
- Evolve team structure to support multi-audience complexity and business growth.
- Foster a culture of accountability, experimentation, operational rigor, and continuous learning.
- Ensure compliance with privacy regulations (GDPR, CAN-SPAM, TCPA) across all audiences.
- Maintain best-in-class deliverability standards and platform governance.
- Stay ahead of industry innovation across CRM, engagement platforms, and AI-enabled lifecycle marketing.
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
- Excellent communication and leadership skills; able to influence and inspire stakeholders at all levels
- Experience in DTC, subscription-based, or high-growth consumer businesses preferred
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
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