Director of Lifecycle Marketing

Metro Vein Centers

About The Position

Metro Vein Centers is a rapidly growing healthcare practice specializing in state-of-the-art vein treatments. Our board-certified physicians and expert staff are on a mission to improve people’s quality of life by relieving the painful, yet highly treatable symptoms of vein disease—such as varicose veins and heavy, aching legs. With over 70 clinics across 8 states, and still growing, we’re building the future of vein care—delivering compassionate, results-driven care in a modern, patient-first environment. We proudly maintain a Net Promoter Score (NPS) of 93, the highest patient satisfaction in the industry. Role Overview The Director of Lifecycle Marketing owns the patient lifecycle end-to-end — from first inquiry through booking, attendance, treatment completion, and reactivation. Unlike traditional retention-focused roles, this position is about preventing dropoff and accelerating the path to treatment in a high-consideration healthcare journey. As a strategic partner to Revenue Cycle Management (RCM), Patient Intake (Sales), Tech and Data, and Operations, you'll own HubSpot as the connective tissue across these functions, define the lifecycle KPI framework, establish the testing and measurement methodology, and own governance for all patient and marketing communications. You'll manage and develop our Lifecycle Marketing Manager, setting the strategic vision while staying close enough to the work to QA campaigns, troubleshoot workflows, and pressure-test the data.

Requirements

6–8 years of lifecycle marketing experience managing complex lifecycle journeys
Healthcare industry experience ideal; multi-location consumer healthcare, dental, or specialty care strongly preferred
Proven track record of partnering with RCM, intake/sales, and operations functions
Strong command of lifecycle metrics and frameworks, particularly booking, attendance, completion, and reactivation
Proven experience building structured testing and experimentation frameworks (A/B and incremental holdout) to measure causal lift
Technical fluency across email and SMS infrastructure, authentication (SPF, DKIM, DMARC, BIMI), deliverability and inbox placement, 10DLC registration, carrier filtering, and IP/domain reputation management
Demonstrated fluency in CRM tools; HubSpot experience a plus
Highly analytical; fluent in Excel/Google Sheets and/or BI tools (Looker, Tableau, etc.)
Working knowledge of HIPAA and healthcare marketing compliance
Proven track record of leveraging HIPAA-compliant AI as a force multiplier, predictive scoring, personalization, content generation/optimization, and agentic QA/ops automation
Hands-on enough to QA workflows, troubleshoot data issues, and pressure-test campaign logic
Familiarity with emerging messaging channels (RCS Business Messaging, branded sender verification) and a point of view on where to invest as the channel matures
Excellent communication skills; able to influence senior cross-functional leaders
Comfortable operating in a fast-paced, growth-oriented environment with high performance expectations

Responsibilities

Own the patient lifecycle end-to-end, with strategic accountability across booking, attendance, treatment completion, and reactivation
Identify dropoff points across digital and offline touchpoints (email, SMS, front desk, in-clinic, direct mail) and prioritize the highest-leverage interventions at each stage
Translate operational realities (no-show patterns, intake bottlenecks, insurance authorization timing, post-treatment follow-up gaps) into communications strategies that drive measurable outcomes
Champion AI across the lifecycle function, e.g. predictive modeling (no-show, conversion, reactivation), personalization, content generation, and agentic automation for QA, deliverability monitoring, and anomaly detection
Partner with Ops on NPS and reputation-focused automations (review requests, survey triggers, detractor routing)
Partner with Tech and Data on instrumentation, integrations, data hygiene, and measurement infrastructure
Manage and develop the Lifecycle Marketing Manager
Own patient lifecycle communications and behavior within HubSpot, partnering closely with tech and data on architecture, data hygiene, integrations, and governance
Define the roadmap for automation, segmentation, and personalization across email, SMS, and other lifecycle channels
Partner with Tech and Data on integrations between HubSpot and adjacent systems (Luma, EMR, RCM platforms, intake tools)
Define and own the lifecycle KPI framework, with particular focus on consult attendance, treatment completion, and patient reactivation
Establish the testing framework for the function, including A/B and incremental holdout testing to measure causal lift in addition to topline metrics
Design, instrument, and analyze experiments that distinguish lifecycle-driven impact from baseline behavior
Build dashboards and reporting cadences that provide a shared view of lifecycle performance and incrementality
Own governance for all patient and marketing communication—channel strategy, contact frequency, message hierarchy, suppression rules, and brand voice
Own sender infrastructure and consent architecture across email and SMS, including domain authentication, list hygiene, preference centers, and TCPA-compliant opt-in/opt-out flows
Establish the operating model for how lifecycle, brand, intake, and ops teams coordinate on patient-facing messaging
Ensure all communications meet HIPAA, TCPA, CAN-SPAM, and state-level healthcare marketing requirements; partner with Legal/Compliance on consent management, data handling, and audit readiness
Stay current on healthcare marketing regulations and platform policy changes (Apple MPP, Google deliverability shifts, SMS carrier rules, etc.)