Director Lifecycle Marketing

Responsibilities

Lifecycle Strategy and Ownership

• Own the lifecycle vision and roadmap across the full patient journey, from Intake through Booking, Visit, Retention, and Reactivation
• Define lifecycle KPIs including No show late cancel, visit completion, retention, and LTV
• Establish a structured experimentation framework
• Balance short-term performance optimization with longer-term infrastructure investment
• Define and maintain the governance model for lifecycle communications

Experimentation, AI, and Growth

• Develop and prioritize a test roadmap grounded in behavioral insight and data analysis
• Partner with Analytics and Data Engineering to measure incremental impact
• Drive the integration of AI and machine learning capabilities including send-time optimization, propensity modeling, predictive segmentation, and dynamic content
• Partner with Data Science and Engineering to bring machine learning signals into lifecycle triggers
• Identify lifecycle gaps and translate them into a prioritized roadmap
• Scale high-performing experiments into automated programs

Cross-Functional Leadership

• Partner with Product and Engineering to define event coverage needs and lifecycle infrastructure priorities
• Align with Clinical Operations and PCC teams to ensure consistent lifecycle experience
• Collaborate with Marketing Technology and Systems teams for scalable activation
• Represent lifecycle strategy and performance in executive reviews

Team Leadership and Operational Rigor

• Build, lead, and mentor a multidisciplinary lifecycle team
• Establish documentation, governance, and operational frameworks
• Develop quarterly planning and resource allocation frameworks
• Create a culture of experimentation, learning, and accountability

Requirements

• 8+ years of experience in lifecycle, growth, or CRM marketing with track record of driving measurable outcomes at scale
• Experience leading and developing multidisciplinary teams
• Strong experimentation background with fluency in incrementality measurement, KPI modeling, and funnel diagnostics
• Point of view on AI/ML in lifecycle marketing with analytical rigor
• Comfort navigating regulated environments (HIPAA familiarity preferred)
• Deep understanding of CRM platforms, marketing automation, and data-driven lifecycle strategy
• Exceptional stakeholder management and executive communication skills
• Analytical fluency and strong commercial judgment