Lifecycle Marketing Lead, Payer

Spring Health•New York, NY

22h•Hybrid

About The Position

Spring Health is seeking a growth-minded Lifecycle Marketing Lead to own and optimize the end-to-end journey for members with payer coverage. This senior individual-contributor role focuses on engaging members from sign-up through activation, ongoing care, and sustained mental health improvement. The role develops and executes lifecycle marketing strategies to drive engagement, appointment bookings, and long-term health outcomes, partnering with Product, Customer Success, Data, Member Engagement, Clinical, Creative, Analytics, and Martech teams. The Lifecycle Marketing Lead designs personalized, automated, multi-channel journeys and owns a test-and-learn roadmap to improve member activation, retention, re-engagement, care engagement, and related outcomes. The role defines and tracks key payer-segment lifecycle metrics, analyzes behavioral and usage data, identifies friction points, and establishes repeatable processes and rigorous campaign quality assurance. The position reports to the Sr. Director of Member Growth. This is a full-time hybrid role requiring in-person work at the company’s New York City office 2–3 days per week. Occasional travel may be required for team or company events and meetings. The role is expected to integrate AI thoughtfully, with human oversight, and demonstrate measurable improvements in efficiency and quality.

Requirements

6–10+ years of experience in lifecycle, CRM, or growth marketing.
Proven experience building and scaling multi-channel, automated marketing journeys for a direct-to-consumer audience.
Deep familiarity with marketing automation platforms.
Strong analytical skills and ability to analyze data and surface actionable insights.
Solid understanding of behavioral and personalized marketing tactics.
Strong communication and collaboration skills, including cross-functional experience.
Creative and resourceful, with a strong bias for action and testing.
Passion for mental health and respect for the people behind the metrics.

Nice To Haves

Experience in a consumer health technology organization.
Experience with Iterable; strongly preferred.

Responsibilities

Design, execute, and optimize multi-channel marketing strategies across email, SMS, push, and in-app channels, guiding members from sign-up and onboarding through ongoing care and health outcomes.
Build personalized, automated lifecycle journeys that reduce drop-off, prompt follow-up actions, and increase the rate and frequency of care engagement.
Identify friction points in the member lifecycle and develop targeted messaging and programs to improve activation, retention, and re-engagement.
Partner with Product and Data teams to create timely, relevant interventions that influence behavior and health outcomes.
Own a test-and-learn roadmap for optimizing lifecycle campaign performance.
Run A/B and multivariate tests across creative, channel mix, timing, and segmentation strategies.
Analyze behavioral and usage data, develop hypotheses, and improve the relevance of member touchpoints.
Serve as the marketing lead for the Payer member experience, collaborating with Product, Data, Customer Success, and Clinical teams.
Partner with Clinical Content and Creative to ensure messaging is empathetic, accurate, and aligned with the brand.
Work with Martech to scale marketing infrastructure and maintain operational excellence.
Coordinate with other Lifecycle Marketing team members to provide a holistic, consistent experience across audiences.
Define and own key lifecycle metrics for the Payer segment, including onboarding completion, appointment booking rates, care engagement, and member retention.
Partner with Analytics to track performance, uncover insights, and inform strategic decisions.
Establish repeatable processes and ensure rigorous quality assurance for lifecycle campaigns and automations.
Integrate AI into role workflows with human oversight, identify appropriate AI-executed workflows, and measure improvements in efficiency and quality.

Benefits

Health, dental, and vision benefits starting on the first day.
One Medical accounts for employees and dependents.
HSA and FSA plans; Spring contributes up to $1,000 to HSAs depending on plan type.
Employer-sponsored 401(k) match of up to 2%.
Yearly allotment of no-cost visits to Spring Health therapists, coaches, and medication management providers for employees and dependents.
Paid time off policies including vacation, sick leave, and company holidays.
Parental leave after six months of tenure: 18 weeks for birthing parents and 16 weeks for non-birthing parents.
Access to Noom, a psychology-based weight management program.
Fertility care support through Carrot and up to $4,000 reimbursement for related fertility expenses.
Access to Wellhub for fitness, mindfulness, nutrition, and sleep services.
Access to BrightHorizons sponsored child care, back-up care, and elder care.
Up to $1,000 annual professional development reimbursement.
$200 per year donation matching.