Manager, Lifecycle Marketing - Provider Network

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 Manager, Lifecycle Marketing for the Provider Network 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 deeply 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.

We are seeking a highly motivated and results-driven lifecycle marketer to lead engagement and retention efforts for our provider network. You will play a critical role in shaping the end-to-end provider journey — from onboarding through activation, engagement, retention, and long-term advocacy.

You will develop and implement data-driven lifecycle marketing strategies that enhance the provider experience, increase engagement and satisfaction, reduce churn, and strengthen alignment with BetterHelp’s mission and values.

You will collaborate closely with Product, Provider Operations, Analytics, Clinical, and Brand teams to design personalized and scalable journeys across email, SMS, push notifications, in-app messaging, and other owned channels. The ideal candidate has deep CRM and lifecycle expertise, strong analytical skills, and experience optimizing multi-stage journeys in complex, two-sided or subscription-based marketplaces.

• Develop and execute lifecycle marketing programs that support provider acquisition, onboarding, activation, engagement, retention, and reactivation.
• Design segmented and personalized messaging strategies tailored to different provider cohorts (e.g., tenure, specialty, activity level, performance indicators).
• Partner with Product, Clinical, Provider Operations, and Brand teams to align lifecycle campaigns with product updates, policy changes, educational initiatives, and business priorities.
• Build automated workflows and behavioral triggers that guide providers through key lifecycle stages and encourage healthy platform engagement.
• Run A/B tests and multivariate experiments to optimize messaging, timing, channel mix, and engagement strategies.
• Analyze campaign performance and provider behavior data to identify friction points, churn signals, and engagement opportunities.
• Support the development and maintenance of a provider lifecycle roadmap that drives measurable improvements in retention, satisfaction, and long-term value.
• Collaborate with Analytics to develop dashboards and reporting that surface actionable insights related to provider activation, engagement, and churn.
• Ensure communications reflect BetterHelp’s mission, clinical integrity, and commitment to provider well-being.
• Stay current on lifecycle best practices, CRM tools, and marketplace engagement strategies to continuously improve the provider experience.

• You will NOT worry about "runway", "cash left", or "how much time we have until the next round". We have the startup DNA but we're fully backed and funded, all the way to success.
• You will NOT be confined to your "job". You will get involved in product, marketing, business strategy, and almost everything we do.
• You will NOT be bogged down by office politics, ego, or bad attitude. Only positive, pleasure-to-work-with people are allowed here!
• You will NOT get yourself burned out. We work hard but we believe in maintaining a sustainable work/life balance. Really.

Yes. We operate on PST and candidates in any time zone are welcome to apply. We ask employees to travel to our San Jose, CA office up to three times per year plus one company-wide offsite to collaborate in person and strengthen working relationships. Travel expenses are covered and reasonable accommodations are made for those under unique circumstances who cannot travel.

• 4–7 years of experience in CRM, lifecycle marketing, or related fields.
• Experience working in two-sided marketplaces, subscription businesses, or high-growth consumer or platform environments preferred.
• Strong understanding of customer/provider journey mapping, segmentation, and lifecycle optimization.
• Demonstrated experience driving engagement and retention strategies.
• Hands-on experience with modern ESPs and marketing automation platforms (e.g., Iterable, Salesforce Marketing Cloud, Braze, Klaviyo, etc.).
• Comfort working with behavioral and operational data to inform decision-making.
• Strong analytical mindset with experience interpreting dashboards and translating insights into execution.
• Experience running A/B tests and performance optimization across one or more channels (email, SMS, push, in-app).
• Strong cross-functional collaboration skills; experience partnering with Product, Operations, Analytics, and Brand teams.
• Familiarity with privacy regulations and communication compliance best practices (e.g., GDPR, CAN-SPAM, TCPA).
• Experience engaging professional audiences (e.g., clinicians, contractors, service providers) is a plus.