Head of Lifecycle Marketing

BetterHelp

3d•$220,000 - $270,000•Remote

About The Position

BetterHelp is on a mission to remove the traditional barriers to therapy and make mental health care more accessible to everyone. Founded in 2013, we are now the world’s largest online therapy service – providing affordable and convenient therapy across the globe. Our network of over 30,000 licensed therapists has helped millions of people take ownership of their mental health and change their lives forever. And we’re not stopping there – as the unmet need for mental health services continues to grow, BetterHelp is committed to being part of the solution. As the Head of Lifecycle Marketing at BetterHelp, you’ll join a diverse team of licensed clinicians, engineers, product pros, creatives, marketers, and business leaders who share a passion for expanding access to therapy. And as a mental health company, we take employee mental health just as seriously as we do our mission. We seriously invest in our team’s well-being and professional development, because we know that business and individual growth go hand-in-hand. At BetterHelp, you’ll carve your own path, make an immediate impact, and be challenged every day – with a supportive community behind you the whole way. We are seeking a strategic, data-driven Head of Lifecycle Marketing to lead and scale lifecycle strategy across our multi-sided marketplace - serving D2C members, our therapist network, and our B2B business. This leader will own the end-to-end lifecycle vision across all customer and provider touchpoints, driving engagement, retention, reactivation, and lifetime value across audiences. As the head of LCM, you will architect cohesive, data-driven lifecycle strategies that align product experience, brand, messaging, and business outcomes across multiple lines of business. You will partner closely with Executive Leadership, Product, Data Science, Analytics, Engineering, Brand, and B2B stakeholders to ensure lifecycle marketing is embedded across the organization. This role requires a leader who can operate at both strategic and operational altitudes - setting long-term vision while ensuring world-class execution. By leveraging data and experimentation, you will create and refine automated journeys that enhance the customer experience and deliver measurable growth in key business KPIs. This is a high-impact leadership role for a lifecycle expert who thrives at the intersection of marketing, technology, and data.

Requirements

12+ years of experience in CRM or lifecycle marketing, with 5+ years in senior leadership roles
Proven success in developing and scaling multi-channel lifecycle programs across email, SMS, push, and in-app messaging
Experience building and scaling high-performing lifecycle or CRM teams
Deep expertise in segmentation, personalization, and A/B testing, with a strong understanding of customer behavior and lifecycle KPIs (e.g., LTV, retention, churn)
Demonstrated success driving retention, LTV, utilization, and expansion revenue at scale
Ability to operate at executive altitude while maintaining operational rigor
Hands-on experience with modern ESPs and engagement platforms (e.g., Iterable, Braze, Klaviyo, Salesforce Marketing Cloud)
Strategic thinker with the ability to connect marketing initiatives to business outcomes
Strong analytical and technical skills, with experience partnering closely with data teams and using tools like SQL, Looker, Amplitude, or similar
Skilled at cross-functional collaboration with product, data science, engineering, analytics, and brand teams
Excellent communication and leadership skills; able to influence and inspire stakeholders at all levels

Nice To Haves

Experience in DTC, subscription-based, or high-growth consumer businesses preferred

Responsibilities

Lifecycle Vision & Strategy
Define and own the company-wide lifecycle marketing vision across D2C members, therapists, and B2B clients.
Develop differentiated yet cohesive lifecycle strategies tailored to each audience while aligning to overall company growth objectives.
Oversee lifecycle programs supporting:
Member onboarding, engagement, retention, and reactivation
Therapist acquisition, activation, engagement, and retention
B2B client lead generation, onboarding, utilization and renewal
Translate business priorities and customer insights into scalable lifecycle programs that drive retention, expansion, utilization, and LTV across all segments.
Serve as the executive subject matter expert on lifecycle strategy and customer journey orchestration.
Growth & Performance Accountability
Own lifecycle-driven contribution to key business metrics, including LTV, retention, churn reduction, utilization, expansion revenue, and subscriber growth.
Establish rigorous experimentation frameworks to measure incremental impact.
Partner with Finance and Analytics to forecast, model, and report lifecycle impact on enterprise performance.
Build scalable segmentation strategies informed by behavioral, predictive, and value-based modeling.
Technology & Infrastructure Leadership
Own the lifecycle marketing technology roadmap, including ESP (Iterable) and related engagement platforms.
Drive innovation in automation, orchestration, AI-driven personalization, and cross-channel optimization.
Ensure operational excellence, deliverability, compliance, and scalability across a growing business ecosystem.
Cross-Functional Leadership
Act as a strategic partner to Product, Engineering, and Data to ensure lifecycle marketing is embedded with the product experience
Influence prioritization of marketing technology, experimentation capabilities, and data infrastructure.
Collaborate with Brand to ensure all communications reinforce our brand voice, positioning, and promise.
Partner with B2B leadership to support employer and partner engagement strategies.
Partner with the provider network team to support provider goals
Partner with Data Science to evolve predictive models and ensure messaging is optimized for conversion across channels.
Collaborate with Analytics to define KPIs, build robust segmentation strategies, and measure impact across LTV, retention, and growth.
Organizational Leadership & Team Development
Build and lead a high-performing, lifecycle organization.
Evolve team structure to support multi-audience complexity and business growth.
Foster a culture of accountability, experimentation, operational rigor, and continuous learning.
Governance, Compliance & Best Practices
Ensure compliance with privacy regulations (GDPR, CAN-SPAM, TCPA) across all audiences.
Maintain best-in-class deliverability standards and platform governance.
Stay ahead of industry innovation across CRM, engagement platforms, and AI-enabled lifecycle marketing.