Director of Member Growth, Activation

Lantern•Chicago, NY

6d•Hybrid

About The Position

Lantern is on a mission to transform how people access specialty care — connecting members to top-performing surgeons, oncologists, and infusion therapy providers when they need it most. As Director of Member Growth and Activation, you will own the strategies and programs that drive member awareness, engagement, and utilization across Lantern's growing book of business. This is a high-impact, cross-functional role at the intersection of member experience, data-driven marketing, and health benefits — one that directly shapes the number of lives Lantern touches. In this role, you will partner closely with Client Success, Creative, Product, Analytics, and Member Care teams to design and execute activation campaigns that move members from benefit awareness to active engagement. You will be responsible for identifying growth opportunities across Lantern's employer and health plan client base, building scalable playbooks for new client launches, and continuously optimizing the member growth channels and tactics to increase awareness of and engagement with Lantern's surgery, cancer, and infusion care solutions. This is an opportunity to make a measurable difference in the health outcomes and financial well-being of millions of Americans.

Requirements

8+ years of experience in growth marketing, performance marketing, lifecycle marketing or a related growth/marketing function
3+ years in a leadership or director-level role with responsibility for strategy, team management, and measurable business outcomes
Demonstrated track record of building and scaling member or consumer engagement programs - healthcare, benefits, or related industry experience is helpful, but not required
Strong analytical skills with the ability to translate data into actionable strategies
Experience with CRM platforms, marketing automation tools, and BI tools
Proven ability to collaborate across functions — including client-facing teams, marketing, product, and analytics stakeholders
Experience owning and driving performance marketing across multiple channels — including email, SMS, paid digital, direct mail, and in-app communications — with a strong understanding of channel mix optimization and audience targeting
Demonstrated experience managing marketing budgets and optimizing against member acquisition and activation metrics, including cost per acquisition (CAC), conversion rates, incrementality measurement, and return on program investment
Exceptional written and verbal communication skills, including experience developing member-facing content and presenting to executive and client audiences

Nice To Haves

Be intellectually curious: Experience with consumer behavior frameworks and applying them to customer adoption and awareness challenges
Have a bias toward testing, measurement, and incrementality – you want to test everything and constantly work to find a better way to reach customers
Be comfortable operating in a fast-paced, high-growth environment with evolving priorities and a bias toward action
Possess strong instincts for member empathy — an ability to translate complex clinical and benefits information into clear, accessible, motivating messaging
Data fluency: ability to build and interpret dashboards, run cohort analyses, and develop performance benchmarks without heavy reliance on a data team
Experience with multi-stakeholder ecosystems and an understanding of how member to drive clear marketing strategy and alignment across the organization
A collaborative, low-ego leadership style with a passion for Lantern's mission to make excellent specialty care accessible to every member

Responsibilities

Own and drive member activation and engagement metrics across Lantern's full client portfolio, including surgery, oncology, and infusion therapy lines of business
Develop and execute multi-channel member engagement strategies (email, SMS, direct mail, employer communications, digital) to increase awareness and member response rates
Build and manage scalable onboarding and launch playbooks for new employer and health plan clients, ensuring fast time-to-activation for newly eligible members
Partner with Client Success & internal Marketing teams to identify opportunities within existing accounts to improve member engagement and deepen program penetration
Use data and analytics to segment member populations, identify high-opportunity cohorts, and personalize activation outreach for maximum impact
Collaborate with the Marketing team to develop compelling member-facing content and campaigns that clearly communicate the value of Lantern's benefits
Lead A/B testing and experimentation programs to continuously improve engagement rates, conversion, and member satisfaction
Establish and track KPIs for member growth and activation, delivering regular reporting and insights to senior leadership and key stakeholders
Manage a growing budget across channels to ensure strong CAC management and ensuring strong incrementality and ROI
Identify, test, and scale new channels and tactics to drive member adoption of their Lantern benefits