Director Lifecycle Marketing
Leads end-to-end patient and provider lifecycle marketing strategy, driving activation, retention, and LTV through experimentation, AI/ML integration, and cross-functional leadership. Requires 8+ years in growth/CRM marketing, team leadership, and regulated environments.
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
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