Director of Lifecycle Marketing (Patient)
About The Position
Headway’s patient lifecycle function is a blank canvas. You will be the first dedicated lifecycle leader on the patient side: owning strategy, platform, programs, and team from day one. You will build the owned-channel relationship with every Headway patient from first contact through long-term care, using email, SMS, push, and in-app messaging to help people access and sustain mental health care. This is a player-coach role. You will build and run campaigns yourself while hiring and developing a small team. You will work directly with Engineering to instrument events and ship notification infrastructure, and with Data Science to bring model-driven personalization to lifecycle at scale.
Requirements
- You have 5+ years in lifecycle/CRM marketing with hands-on experience in Iterable and/or Braze. You have personally built triggered journeys, not just approved them.
- You are fluent in Knock or eager to go deep on it: you understand the distinction between a CRM and a notification layer.
- You design A/B tests with pre-registered hypotheses and holdout groups. You can explain statistical significance to a non-technical stakeholder.
- You have shipped lifecycle programs in partnership with Engineering: you know what a webhook is, you can review a data schema, and you do not wait for tickets to be completed before thinking about logic.
- You are actively using AI tools in your work today: for content, segmentation, or workflow automation. You have a concrete answer to “what have you built with AI in the last 90 days?”
- You have worked in consumer health, consumer subscription, or a context where the user’s emotional journey matters. You understand what it means to send a message to someone managing their mental health.
- You are comfortable with HIPAA compliance considerations in marketing communications — or eager to get up to speed quickly.
Responsibilities
- Own the end-to-end patient lifecycle: from welcome and onboarding activation through appointment booking, session retention, and re-engagement.
- Select, implement, and operate our lifecycle stack: Iterable (email/SMS) and Knock (in-app/push) in a HIPAA-compliant architecture built on Freshpaint.
- Design and run a rigorous A/B testing program with incremental holdout measurement — not just click optimization.
- Partner directly with Engineering and Data to instrument events, build trigger logic, and deploy ML-informed segmentation and personalization.
- Build AI-assisted workflows for content generation, segmentation, and optimization. You use these tools yourself, today.
- Hire and develop a lifecycle team of 2–3 specialists in H2 2026.
Benefits
- Equity compensation
- Medical, Dental, and Vision coverage
- HSA / FSA
- 401K
- Work-from-Home Stipend
- Therapy Reimbursement
- 16-week parental leave for eligible employees
- Carrot Fertility annual reimbursement and membership
- 13 paid holidays each year as well as a Holiday Break during the week between December 25th and December 31st
- Flexible PTO
- Employee Assistance Program (EAP)
- Training and professional development
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
