Director Lifecycle Marketing

Talkiatry•New York, NY

About The Position

We are seeking a Lifecycle Marketing Director to define, own, and evolve our end-to-end patient and provider lifecycle strategy, spanning onboarding, activation, early care, retention, and reactivation. This is a senior leadership role at a critical inflection point in Talkiatry's growth, with real scope to build the lifecycle engine that will carry the company through its next phase. You will set the vision and drive measurable impact across the lifecycle by improving activation rates, accelerating early care progression, strengthening retention, and increasing long-term patient value. You will establish a structured experimentation roadmap, build scalable lifecycle capabilities, and orchestrate cohesive end-to-end experiences across segments, channels, and cross-functional teams. You will also shape how Talkiatry applies AI and machine learning to lifecycle marketing, not as a future aspiration but as a near-term capability, from predictive engagement and propensity modeling to intelligent automation and real-time decisioning. This means building the data and infrastructure foundation that makes those capabilities possible, and leading a team that tests, validates, and scales them responsibly. You will partner closely with Marketing, Product, Engineering, Data, and Operations to ensure lifecycle strategy is tightly aligned with business priorities, regulatory requirements, and a consistent, high-quality experience for both patients and providers. About Talkiatry: Talkiatry transforms psychiatry with accessible, human, and responsible care. We’re a national mental health practice co-founded by a patient and a triple-board-certified psychiatrist to solve the problems both groups face in accessing and providing the highest quality treatment. 60% of adults in the U.S. with a diagnosable mental illness go untreated every year because care is inaccessible, while 45% of clinicians are out of network with insurers because reimbursement rates are low, and paperwork is unduly burdensome. With innovative technology and a human-centered philosophy, we provide patients with the care they need—and allow psychiatrists to focus on why they got into medicine.

Requirements

8 or more years of experience in lifecycle, growth, or CRM marketing, with a track record of driving measurable outcomes at scale in high-growth environments
Demonstrated experience leading and developing multidisciplinary teams, with the ability to coach both analytical and creative talent
Strong experimentation background with deep fluency in incrementality measurement, KPI modeling, and funnel diagnostics
A genuine point of view on how AI and machine learning can and should be applied in lifecycle marketing, paired with the analytical rigor to evaluate new capabilities critically, the judgment to sequence them correctly, and the credibility to bring skeptical stakeholders along
Comfort navigating regulated environments, with HIPAA familiarity strongly preferred
Deep understanding of CRM platforms, marketing automation, and data-driven lifecycle strategy, including how data infrastructure and platform decisions enable or constrain marketing capability
Exceptional stakeholder management and executive communication skills, including the ability to distill complex programs into clear narratives that drive alignment and decisions at the leadership level
Analytical fluency and strong commercial judgment, with the ability to connect lifecycle performance directly to business and financial outcomes

Responsibilities

Own the lifecycle vision and roadmap across the full patient journey, from Intake through Booking, Visit, Retention, and Reactivation, ensuring each stage is connected, instrumented, and optimized
Define lifecycle KPIs including No show late cancel, visit completion, retention, and LTV, and align them explicitly to company goals and investor priorities
Establish a structured experimentation framework that generates compounding learning and drives incremental lift across the lifecycle
Balance short-term performance optimization with longer-term infrastructure investment, making explicit tradeoffs and communicating them clearly to leadership
Define and maintain the governance model for lifecycle communications, including naming conventions, suppression logic, frequency controls, and documentation standards
Develop and prioritize a test roadmap grounded in behavioral insight, data analysis, and a clear theory of where the highest-leverage opportunities exist
Partner with Analytics and Data Engineering to measure incremental impact, define success metrics, and hold experiments to a rigorous incrementality standard before scaling
Actively drive the integration of AI and machine learning capabilities into the lifecycle stack, including send-time optimization, propensity modeling, predictive segmentation, and dynamic content, treating each as a hypothesis to validate rather than a capability to adopt uncritically
Partner with Data Science and Engineering to bring machine learning signals, including no-show risk, churn risk, and engagement propensity, into lifecycle triggers and journeys in ways that are measurable, compliant, and incrementally proven
Identify lifecycle gaps and friction points across the funnel and translate them into a prioritized roadmap with clear expected impact
Scale high-performing experiments into durable, automated programs
Partner with Product and Engineering to define event coverage needs, data requirements, and lifecycle infrastructure priorities, ensuring the platform can support the strategy
Align with Clinical Operations and PCC teams to ensure the lifecycle experience is consistent, coordinated, and appropriate for a healthcare context
Collaborate with Marketing Technology and Systems teams to ensure scalable, compliant activation across all channels
Represent lifecycle strategy and performance in executive reviews, translating complex data and program performance into clear, concise narratives that drive alignment and decisions
Build, lead, and mentor a multidisciplinary lifecycle team spanning creative, analytical, and technical functions, with a focus on developing ownership and strategic capability at every level
Establish documentation, governance, and operational frameworks that reduce dependency on tribal knowledge and make the team more scalable and resilient
Develop quarterly planning and resource allocation frameworks that connect team priorities directly to business outcomes
Create a culture of experimentation, learning, and accountability where the team iterates quickly, measures honestly, and builds on what works