📌 Core Information
🔹 Job Title: Director, Lifecycle Marketing
🔹 Company: BetterHelp
🔹 Location: United States (Remote)
🔹 Job Type: Full-Time
🔹 Category: Mental Health Care
🔹 Date Posted: 2025-07-29
🔹 Experience Level: 10+ years
🔹 Remote Status: Remote OK (3 office visits/year)
🚀 Job Overview
Key aspects of this role include:
- Developing and executing end-to-end customer lifecycle strategies
- Driving retention, reactivation, and customer lifetime value through personalized messaging
- Collaborating cross-functionally with Product, Data Science, Engineering, and Brand teams
- Building and mentoring a high-performing lifecycle marketing team
ASSUMPTION: This role requires a strategic, data-driven mindset with a strong focus on customer engagement and retention. Success will depend on the ability to collaborate effectively with various teams and make data-driven decisions.
📋 Key Responsibilities
✅ Lead the development, execution, and continuous optimization of end-to-end customer lifecycle strategies across multiple channels
✅ Drive retention, reactivation, and customer lifetime value through personalized, automated messaging
✅ Collaborate with cross-functional teams to deliver personalized, scalable programs that align with business goals
✅ Define key member segments, success metrics, and lifecycle touchpoints across the funnel
✅ Establish a rigorous A/B testing framework to drive continuous learning and performance improvements
✅ Build, mentor, and inspire a high-performing team of lifecycle marketers and CRM specialists
ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong leadership, communication, and analytical skills.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 10+ years of experience in CRM or lifecycle marketing, with 3+ years in a leadership role managing high-performing teams
Required Skills:
- Proven success in developing and scaling multi-channel lifecycle programs
- Deep expertise in segmentation, personalization, and A/B testing
- Strong analytical and technical skills, with experience using tools like SQL, Looker, Amplitude, or similar
- Excellent communication and leadership skills
- Familiarity with privacy regulations and deliverability best practices
Preferred Skills:
- Experience in DTC, subscription-based, or high-growth consumer businesses
- Ability to work in the US and travel to San Jose, California offices up to three times per year and to an additional company offsite
ASSUMPTION: Candidates should have a strong background in lifecycle marketing and proven experience driving customer engagement and retention.
💰 Compensation & Benefits
Salary Range: $180,000 - $210,000 USD per year
Benefits:
- Remote work with regular in-person bonding experiences sponsored by the company
- Holistic perks program (including free therapy, employee wellness, and more)
- Excellent health, dental, and vision coverage
- 401k benefits with employer matching contribution
- Performance bonus
Working Hours: Full-time (40 hours/week)
ASSUMPTION: The salary range is competitive and in line with industry standards for a leadership role in lifecycle marketing. Benefits are comprehensive and include perks focused on employee well-being and professional development.
📌 Applicant Insights
🔍 Company Context
Industry: BetterHelp is a leading online therapy service, operating in the mental health care industry. The company focuses on removing traditional barriers to therapy and making mental health care more accessible.
Company Size: BetterHelp is a mid-sized company with 201-500 employees, providing ample opportunities for growth and collaboration.
Founded: BetterHelp was founded in 2013 and has since grown to become the world’s largest online therapy service, facilitating millions of video sessions, voice calls, chats, and messages between therapists and members every month.
Company Description:
- BetterHelp is on a mission to remove traditional barriers to therapy and make mental health care more accessible to everyone.
- The company offers a network of over 30,000 licensed, accredited, and board-certified therapists who have helped more than 4,000,000 people face life’s challenges and improve their mental health.
- BetterHelp is committed to being part of the solution as the unmet need for mental health services continues to grow.
Company Specialties:
- Internet
- Professional Counseling
- and Therapy
Company Website: https://www.betterhelp.com/
ASSUMPTION: BetterHelp is a well-established company in the mental health care industry, with a strong focus on accessibility and customer care.
📊 Role Analysis
Career Level: This role is a senior leadership position, requiring a strategic mindset and proven experience in lifecycle marketing.
Reporting Structure: The Director of Lifecycle Marketing will report directly to the Chief Marketing Officer and oversee a team of lifecycle marketers and CRM specialists.
Work Arrangement: This role is remote-friendly, with a requirement to travel to the San Jose, California office up to three times per year and to an additional company offsite.
Growth Opportunities:
- As a leadership role, this position offers opportunities to mentor and develop team members, as well as to grow personally and professionally within the company.
- The company is committed to employee well-being and professional development, providing regular training and growth opportunities.
- BetterHelp is a growing company, offering potential career advancement as the company expands.
ASSUMPTION: This role provides ample opportunities for growth and development, both personally and professionally, within a supportive and collaborative work environment.
🌍 Location & Work Environment
Office Type: BetterHelp operates on a remote-first basis, with employees working from various locations across the United States.
Office Location(s): BetterHelp has an office in San Jose, California, where employees are required to travel up to three times per year for in-person collaboration and team-building.
Geographic Context:
- BetterHelp is headquartered in Mountain View, California, with a significant presence in the San Jose area.
- The company operates on Pacific Standard Time (PST), and candidates in any time zone are welcome to apply.
- BetterHelp is an equal opportunity employer and welcomes applicants from diverse backgrounds.
Work Schedule: BetterHelp operates on a flexible work schedule, with core hours between 9:00 AM and 5:00 PM PST. Employees are expected to be available during these core hours and to maintain a consistent work schedule.
ASSUMPTION: BetterHelp offers a flexible, remote-friendly work environment with a strong focus on work-life balance and employee well-being.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call with the HR team to discuss the role and qualifications
- In-depth interview with the hiring manager and team members to assess cultural fit and skills
- Final interview with the Chief Marketing Officer to discuss career growth and expectations
Key Assessment Areas:
- Strategic thinking and data-driven decision-making
- Cross-functional collaboration and leadership skills
- Expertise in lifecycle marketing and customer engagement
- Alignment with BetterHelp's mission and values
Application Tips:
- Tailor your resume and cover letter to highlight your experience in lifecycle marketing and customer engagement.
- Be prepared to discuss your approach to data-driven decision-making and A/B testing.
- Demonstrate your ability to lead and mentor a team of lifecycle marketers and CRM specialists.
ATS Keywords: Lifecycle Marketing, Customer Engagement, Data-Driven Strategy, Cross-Functional Collaboration, A/B Testing, Customer Retention, Customer Lifetime Value, Email Marketing, SMS Marketing, Push Notifications, In-App Messaging
ASSUMPTION: BetterHelp's interview process is designed to assess candidates' strategic thinking, leadership skills, and cultural fit within the company's mission and values.
🛠️ Tools & Technologies
- Iterable (ESP)
- SQL, Looker, Amplitude (data analysis tools)
- Modern engagement platforms (e.g., Braze, Klaviyo, Salesforce Marketing Cloud)
ASSUMPTION: BetterHelp uses industry-standard tools and technologies for lifecycle marketing, data analysis, and customer engagement.
👔 Cultural Fit Considerations
Company Values:
- Accessibility: BetterHelp is committed to making mental health care accessible to everyone.
- Empathy: The company prioritizes understanding and supporting the needs of its customers and employees.
- Continuous Learning: BetterHelp encourages employees to grow and develop both personally and professionally.
Work Style:
- Remote-Friendly: BetterHelp offers a flexible, remote-friendly work environment with regular in-person collaboration.
- Data-Driven: The company makes decisions based on data and continuous learning.
- Collaborative: BetterHelp encourages cross-functional collaboration and teamwork.
Self-Assessment Questions:
- Do you share BetterHelp's commitment to accessibility and making mental health care more accessible to everyone?
- Are you comfortable working remotely and collaborating with team members across different time zones?
- Do you thrive in a data-driven, collaborative work environment?
ASSUMPTION: BetterHelp values employees who align with the company's mission and values, and who thrive in a data-driven, collaborative work environment.
⚠️ Potential Challenges
- Managing a remote team and ensuring consistent communication and collaboration
- Balancing the need for personalization and automation in customer engagement
- Keeping up with evolving privacy regulations and deliverability best practices
- Maintaining a strong work-life balance while working remotely
ASSUMPTION: These challenges can be mitigated with strong leadership, effective communication, and a commitment to work-life balance.
📈 Similar Roles Comparison
- Compared to other lifecycle marketing roles, this position offers a unique opportunity to work in the mental health care industry and drive accessibility and engagement.
- BetterHelp's focus on accessibility and customer care sets it apart from other companies in the industry.
- This role offers potential career advancement as the company continues to grow and expand its services.
ASSUMPTION: This role offers a unique opportunity to work in the mental health care industry and drive accessibility and engagement, with potential for career advancement as the company grows.
📝 Sample Projects
- Developing and executing a multi-channel customer onboarding campaign to improve engagement and retention
- Optimizing customer retention strategies through A/B testing and data analysis
- Collaborating with the product team to integrate lifecycle marketing into the customer experience
ASSUMPTION: These sample projects illustrate the strategic, data-driven approach required for success in this role.
❓ Key Questions to Ask During Interview
- How does BetterHelp measure the success of its lifecycle marketing strategies?
- What are the key priorities for this role in the first 90 days?
- How does BetterHelp support the professional development and growth of its employees?
- What are the biggest challenges facing the lifecycle marketing team, and how can this role help address them?
- How does BetterHelp foster a positive, collaborative work environment, particularly in a remote setting?
ASSUMPTION: These questions can help applicants better understand the role, the team, and the company's priorities and values.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your experience in lifecycle marketing and customer engagement
- Prepare for interview questions related to data-driven decision-making, A/B testing, and cross-functional collaboration
- Follow up with the BetterHelp HR team within one week of submitting your application to confirm receipt and next steps
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
