Life Cycle Marketing Manager

Behavioral Innovations•Plano, TX

10d

About The Position

Behavioral Innovations is hiring a hands-on Life Cycle Marketing Manager to own the Salesforce Marketing Cloud platform and the lifecycle programs built on it. The role covers lifecycle strategy, audience segmentation, automated email and SMS journeys, direct mail where appropriate, experimentation, analytics, content creation, and campaign execution. The manager builds journeys and campaigns in accordance with brand standards and the creative and content strategy established by the Director, Brand & Communications. The role develops lifecycle plans around the rhythms of ABA care, such as school-year starts, seasonal schedule changes, discharge and transition periods, and new center openings, while aligning activity with same-store growth goals and center capacity. It also manages Marketing Cloud configuration, integrations, permissions, quality assurance, deployment, deliverability, and list health; coordinates direct-mail production and vendors; defines measurement plans and KPIs; and works with Compliance, IT, and Analytics on data governance and consent requirements. The position requires at least five years of relevant marketing experience, hands-on administration of an enterprise marketing automation platform, strong writing and analytical skills, and experience designing and evaluating testing programs. A bachelor’s degree in marketing, business, analytics, or a related field is required. The work is in a high-growth, fast-paced organization and includes administrative computer work, communication, data interpretation, and occasional physical activity and lifting.

Requirements

At least 5 years of experience in lifecycle, CRM, marketing automation, or direct-response marketing; healthcare, behavioral health, or multi-location consumer-services experience is ideal.
Hands-on experience administering an enterprise marketing automation platform and building automated journeys end to end; Salesforce Marketing Cloud is strongly preferred, including Journey Builder, Email Studio, Mobile Studio, Automation Studio, SQL, and data extensions.
Strong marketing writing, editing, and proofreading skills, with the ability to create clear, empathetic messaging that addresses business goals and family needs.
Proven experience designing and running A/B, multivariate, and holdout testing programs and using results to make decisions.
Strong understanding of segmentation, personalization, attribution, and campaign analysis, along with strong SQL and data skills.
Working knowledge of HIPAA, TCPA, CAN-SPAM, and privacy-safe tracking in healthcare.
Strong project management and communication skills, with the ability to manage multiple markets, campaigns, and stakeholders independently.
Bachelor’s degree in marketing, business, analytics, or a related field.
Ability to collect and interpret data, evaluate information, reason, define problems, establish facts, draw conclusions, and make judgments and decisions.
Ability to receive detailed information and communicate and exchange information orally and in writing.
Ability to see near and far distances and distinguish colors.
Ability to occasionally stand, walk, stoop, kneel, crouch, crawl, and reach; regularly sit and talk; and frequently perform fine motor tasks.
Ability to occasionally lift or move up to 50 pounds; the physical-demands table also lists lifting up to 25 pounds.

Nice To Haves

Experience in healthcare, behavioral health, or multi-location consumer services.
Salesforce Marketing Cloud experience, including Journey Builder, Email Studio, Mobile Studio, Automation Studio, SQL, and data extensions.
Experience managing direct mail and print vendors, mailing lists, and production schedules.

Responsibilities

Build annual, quarterly, and monthly lifecycle plans aligned with ABA care schedules, growth goals, and center capacity.
Design, build, test, and maintain automated journeys for inquiry follow-up, waitlist engagement, intake completion, onboarding, missed-appointment recovery, caregiver education, reactivation, and referral-partner communications.
Build audience segments using factors such as inquiry source, location, funnel stage, waitlist status, payer, age band, and engagement history, collaborating with Intake, Analytics, and Operations.
Own the experimentation roadmap; audit existing journeys and campaigns; run A/B, multivariate, and holdout tests; document decisions and share resulting playbooks.
Write and edit customer-facing email and SMS content, including subject lines, copy, and calls to action; prepare creative briefs and direct designers and agencies within established brand standards.
Own Marketing Cloud configuration, data extensions, permissions, integrations, quality assurance, scheduling, deployment, sender reputation, and list health.
Manage direct-mail campaigns from audience selection and creative through vendor coordination, suppression, deduplication, address quality, timelines, budget, and reporting; coordinate with the Marketing Coordinator.
Define measurement plans and KPIs for lifecycle marketing strategy.
Work with Compliance, IT, and Analytics to ensure lifecycle programs are configured appropriately and manage email and SMS consent and opt-outs in accordance with TCPA and CAN-SPAM.
Restructure and relaunch lifecycle marketing for lead, active-family, inactive-family, and referral audiences.
Develop marketing automation sequences and journeys using Salesforce Marketing Cloud or another customer engagement platform.
Consolidate technical ownership and analytics of lifecycle marketing within the Marketing team.
Create an ongoing process for testing, measurement, and optimization.
Manage multiple markets, campaigns, and stakeholders independently.
Perform duties that may include sitting, standing, walking, operating a computer and office equipment, repetitive hand and wrist motions, and occasional lifting or movement of objects.