Director, Lifecycle Marketing

Spring Health is a global mental health company on a mission to eliminate every barrier to mental health. We're building a world where getting support is simple, personal, and built around the person, so care can continue through every job, move, health plan, and life stage.

Our AI-native platform helps us deliver personalized support across self-guided tools, coaching, therapy, medication management, and specialty care. With outcomes independently validated by JAMA Network Open and the Validation Institute, Spring Health reaches more than 170 million people worldwide through leading employers, health plans, and partners.

As an AI-native company, we believe technology should expand the reach, quality, and humanity of care. Every Spring Health team member is expected to use AI tools thoughtfully, apply human judgment to AI outputs, and keep building AI fluency in ways that support their role and our mission.

The Director of Member Growth, Lifecycle Marketing is a critical leadership role that will drive how we acquire, engage, and retain members through strategic, data-driven lifecycle marketing initiatives. This role will lead and scale our lifecycle marketing team, build best-in-class automated journeys, and develop multi-channel engagement strategies that improve funnel conversion rates and drive revenue.

This leader must have a growth marketing mindset, be highly data-driven, and have deep expertise in A/B testing, campaign optimization, and marketing automation (ideally Iterable). They will also be responsible for establishing and maintaining rigorous QA processes to ensure flawless execution.

• →Lead and Scale a High-Performing Team: Manage and mentor a team of lifecycle marketers, ensuring alignment with business objectives and marketing priorities.
• →Own and Optimize Lifecycle Marketing Strategy: Design, execute, and refine strategies to acquire, activate, retain, and re-engage members across email, SMS, push notifications, in-app messaging, and direct mail.
• →Partner with Product: 
• →Enhance Funnel Performance: Develop lifecycle marketing programs that increase conversion rates at each stage of the member journey, from enrollment, to activation, to engagement and retention. 
• →Leverage Data & Experimentation: Utilize A/B and multivariate testing, segmentation strategies, and behavioral insights to drive personalized, high-performing campaigns.
• →Scale Automation & Personalization: Build and optimize automated journeys using Iterable, ensuring the right message reaches the right person at the right time.
• →Refine and Implement QA Processes: Establish and oversee QA protocols to ensure marketing campaigns and automations are deployed accurately and efficiently.
• →Cross-Functional Collaboration: Partner with Product, Eng, Data/BI, and CS teams to align lifecycle marketing efforts with product experience, customer (partner) requirements, and business objectives.
• →Martech subject matter expertise: Ability to dive deep with prod, eng, and data teams on our data architecture, infrastructure, and integrations between platforms to ensure seamless scalability and accurate reporting.
• →Measure and Report Impact: Establish clear KPIs, dashboards, and reporting frameworks to track campaign performance, experimentation roadmap, and overall impact of lifecycle marketing touchpoints and journeys on member funnel conversion rates and revenue.

• Increased Funnel Conversion: Member engagement, onboarding, and activation rates are measurably improved through optimized lifecycle campaigns.
• Scalable & Automated Processes: A highly efficient, scalable lifecycle marketing system is in place, leveraging automation and dynamic personalization.
• High-Impact Testing & Optimization: Data-driven testing strategies are running constantly, with results driving measurable lift in member acquisition, engagement, and retention.
• Improved Reporting and Visibility: You’ve helped us improve our reporting and visibility across the wider org in terms of lifecycle marketing impact and strategy.
• Rigorous QA & Process Excellence: The team has a world-class QA framework that prevents errors and ensures campaigns execute flawlessly.
• Strong Cross-Functional Partnerships: The team is fully aligned with Prod/Eng, Data/BI, and other cross-functional stakeholders to enhance personalization and member experience across marketing and product touchpoints and journeys.
• Proven Business Impact: Lifecycle marketing initiatives are delivering clear ROI, contributing directly to member enrollment, appointments booked, and ultimately achieving aggressive revenue goals.

• 10+ years of experience in lifecycle marketing / growth marketing, preferably in healthtech, B2B2C, and/or D2C.
• Deep expertise in marketing automation platforms, ideally Iterable
• Channel expertise across email, SMS, push, in-app messaging, and direct mail. 
• Highly analytical and data-driven, with experience running and interpreting A/B tests to optimize performance.
• Strong process and QA management skills, ensuring flawless execution of marketing campaigns and automation.
• A results-driven, growth marketing mindset, with a focus on continuous optimization and improvement.
• Excellent cross-functional collaboration skills, with the ability to partner with Product, Data/BI, CS, and other cross-functional stakeholders to align lifecycle marketing strategies with member needs.
• Experience leading and growing a team, fostering a high-performance, innovative, and experimentation minded culture.
• Passion for mental health and healthcare innovation, with a desire to make a meaningful impact on the well-being of millions of lives.

The target base salary range for this position is $176,500 - $223,000, and is part of a competitive total rewards package including equity and benefits. Individual pay may vary from the target range and is determined by a number of factors including experience, location, internal pay equity, and other relevant business considerations. We review all employee pay and compensation programs annually using Radford Global Compensation Database at minimum to ensure competitive and fair pay.