Director, Lifecycle Marketing

Job Description

Job Description

Our mission: e liminating every barrier to mental health.

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.

Please note that this is a hybrid role based in New York City, with an expectation to be in office 3 days a week. Our office is located at 60 Madison Avenue. 

What You'll Be Doing:

• 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.

What Success Looks Like in This Role:

• 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.

What We Expect From You:

• 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.  

Benefits provided by Spring Health:

Note : We have even more benefits than listed here and below, your recruiter will provide more in-depth information as you continue in the interview process. Benefits are subject to individual plan requirements and eligibility criteria.

• Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medical accounts HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs, depending on your plan type.
• Employer sponsored 401(k) match of up to 2% for retirement planning
• A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents.
• We offer competitive paid time off policies including vacation, sick leave and company holidays.
• At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents.
• Access to Noom , a weight management program—based in psychology, that's tailored to your unique needs and goals. 
• Access to fertility care support through Carrot , in addition to $4,000 reimbursement for related fertility expenses.
• Access to Wellhub , which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription
• Access to BrightHorizons , which provides sponsored child care, back-up care, and elder care
• Up to $1,000 Professional Development Reimbursement a year.
• $200 per year donation matching to support your favorite causes.

Not sure if you meet every requirement? Research shows that women and people from historically underrepresented communities often hesitate to apply for roles unless they meet every qualification compared to other similarly-qualified candidates. At Spring Health, we are committed to fostering a workplace where everyone feels valued, empowered, and supported to Thrive. If this role excites you, we encourage you to apply.

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Spring Health is proud to be an equal opportunity employer. We do not discriminate in hiring or any employment decision based on race, color, religion, national origin, age, sex, marital status, ancestry, disability, genetic information, veteran status, gender identity or expression, sexual orientation, pregnancy, or other applicable legally protected characteristic. We also consider qualified applicants regardless of criminal histories, consistent with applicable legal requirements. Spring Health is also committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans. If you have a disability or special need that requires accommodation, please let us know.