Senior Manager, Lifecycle Marketing - BetterHelp Business

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 in 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 Senior Manager, Lifecycle Marketing – BetterHelp for Business (BHB) 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 who can own and evolve the end-to-end engagement strategy for employer-sponsored and EAP-covered populations. You will play a critical role in shaping the end-to-end customer journey — from awareness, through onboarding, activation, engagement and retention.

The ideal candidate understands the nuances of marketing mental health benefits to broad employee lists — where awareness, relevance, trust building, and timing are critical. You have experience leading full-funnel lifecycle strategy — from list intake and audience segmentation through activation, first session conversion, ongoing engagement, and retention — while partnering closely with B2B stakeholders. The ideal candidate has deep CRM and lifecycle expertise, strong analytical skills, and experience developing personalized and scalable journeys across email, SMS, push notifications, in-app messaging, and other owned channels. 

• Own the lifecycle marketing strategy for employer and EAP partnerships, driving utilization, activation, engagement, and retention across covered populations.
• Develop scalable frameworks for onboarding new employer groups and launching lifecycle journeys aligned with contractual and benefit structures.

• Design segmentation strategies for employer-provided employee lists, accounting for engagement likelihood, demographics, tenure, and eligibility structure.
• Develop thoughtful awareness and activation campaigns that introduce the benefit, build trust, reduce stigma, and clearly communicate value.
• Optimize messaging cadence and channel mix (email, SMS where applicable, in-product touchpoints, employer toolkits) to drive engagement without oversaturation.
• Partner with Account Management to support custom campaigns for key clients.
• Build automated nurture journeys that guide interested employees from awareness to account creation, therapist match, and first session completion.
• Use behavioral triggers to personalize communication based on browsing behavior, sign-up progress, and early engagement signals.
• Ensure messaging reinforces trust, confidentiality, and clinical integrity.

• Define KPIs across the full funnel: list engagement rate, account creation rate, first session conversion, activation time, session frequency, and retention.
• Lead experimentation strategy (A/B and multivariate testing) across messaging, timing, channel, and content.
• Partner with Analytics to build dashboards and attribution models that connect lifecycle initiatives to utilization and revenue outcomes.
• Present performance insights and strategic recommendations to senior leadership and cross-functional stakeholders.

• Collaborate with Sales and Account Management to align lifecycle strategies with employer needs and renewal goals.
• Partner with Legal and Compliance to ensure communications meet privacy regulations (HIPAA considerations, GDPR, CAN-SPAM, TCPA where applicable).
• Work closely with Brand and Clinical teams to ensure messaging is empathetic, stigma-reducing, and aligned with mental health best practices.

• 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.

• 7+ years of experience in lifecycle marketing, CRM, growth, or engagement marketing, with at least 2–3 years in a strategic or leadership capacity.
• Experience in B2B2C models, ideally in healthcare, benefits, EAP, or subscription-based services.
• Proven experience building and optimizing full-funnel lifecycle programs from awareness through retention.
• Strong expertise in segmentation, journey orchestration, and marketing automation platforms (e.g., Iterable, Salesforce Marketing Cloud, Braze, etc.).
• Deep analytical mindset; comfortable working with performance data and defining experimentation roadmaps.
• Strong cross-functional leadership skills; experience partnering with Sales, Account Management, Product, Analytics, Legal, and Brand.
• Strong understanding of privacy, compliance, and responsible marketing practices in regulated industries.
• Experience managing employer-provided or partner-provided audience lists and building engagement strategies around them is a plus.