Director, Lifecycle Marketing

PatientNow

52d

About The Position

The Director, Lifecycle Marketing will build PatientNow’s next-generation customer growth engine. You’ll design and lead programs that drive adoption, usage, retention, and expansion across our suite of products — helping practices get more value and stay with us longer. You’ll partner closely with Product Marketing and Payments teams on launches, ensuring customers adopt and engage with every innovation we release. You’ll also work alongside Sales, Customer Success, and CVR to connect the dots across the customer journey, using marketing to amplify satisfaction, loyalty, and revenue. A key part of your charter will be building and scaling our Customer Advocacy Program — partnering with Customer Success to identify and spotlight our happiest customers through testimonials, video stories, and case studies. You’ll champion an outcomes-based approach, coordinating across Sales, Onboarding, CS, and Marketing to track customer KPIs, demonstrate measurable value, and transform success data into powerful proof points for our campaigns and content. You won’t be expected to operate in a vacuum; this is a collaborative, cross-functional role supported by operations, designers, and campaign specialists. We’re looking for a strategic operator who thrives in complex environments, combining the skills of a project manager, marketer, and relationship builder. You’ll organize priorities, rally stakeholders, and deliver programs that improve both the customer experience and bottom-line growth. This is an individual contributor role reporting directly to the VP of Growth Marketing, with future opportunity to build and lead a small team as the function scales.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or a related field.
7+ years of experience in SaaS lifecycle, retention, or customer marketing, ideally in a mid-market or growth-stage environment.
Demonstrated success leading cross-functional lifecycle or customer marketing initiatives that improved churn, NRR, and upsell MRR.
Proven ability to collaborate with Product, Product Marketing, Sales, and Customer Success teams to achieve business goals.
Strong program management and communication skills — able to align stakeholders, manage timelines, and report progress clearly.
Familiarity with marketing automation and CRM platforms (Salesforce, Pardot, HubSpot) with support from technical teams.
Data-driven mindset with the ability to interpret engagement, usage, and retention trends to guide strategy.

Nice To Haves

Experience in the medical aesthetics, wellness, or healthcare SaaS industry preferred.

Responsibilities

Develop and execute the overall lifecycle marketing strategy to improve adoption, retention, and expansion across PatientNow’s product portfolio.
Partner with Product Marketing to plan and support new product launches, ensuring effective customer communication, adoption, and usage.
Collaborate with Customer Success, Sales, Payments, and CVR teams to align marketing initiatives with retention, satisfaction, and expansion goals.
Build and scale the Customer Advocacy Program, partnering with CS to identify top advocates, capture success stories, and produce testimonials, videos, and case studies.
Lead an outcomes-based marketing approach by coordinating with Sales, Onboarding, CS, and Marketing to track customer results, prove value, and communicate measurable impact externally.
Translate business objectives into clear lifecycle programs with defined KPIs, milestones, and reporting.
Champion a data-driven approach to engagement, continuously refining programs based on performance and customer feedback.
Act as the project quarterback for lifecycle marketing initiatives, coordinating with internal and external partners to ensure timely and effective execution.
Oversee development and optimization of onboarding, re-engagement, upsell, and renewal campaigns.
Drive cross-functional workflows that enhance the customer experience without creating friction for internal teams.
Maintain visibility into all active lifecycle programs and priorities, ensuring alignment with company objectives and quarterly growth targets.
Define and track key lifecycle metrics such as churn rate, NRR, upsell MRR, and Payments adoption.
Partner with Customer Success to analyze cohort and usage data to identify risks, opportunities, and success stories.
Regularly report results and insights to leadership, translating data into strategic recommendations and action plans.
Proactively identify new initiatives or optimizations to improve lifecycle performance and ROI.
Serve as the central liaison between Marketing, Product, Sales, and Customer Success for lifecycle initiatives.
Develop materials and dashboards that showcase customer outcomes and value realization for internal and external audiences.
Communicate program updates, results, and customer stories to leadership and cross-functional partners.
Contribute to PatientNow’s brand by turning customer results into advocacy and proof of impact across campaigns and channels.