Lifecycle Marketing Lead, D2C

📌 Core Information

🔹 Job Title: Lifecycle Marketing Lead, D2C

🔹 Company: Spring Health

🔹 Location: Remote

🔹 Job Type: Full-time

🔹 Category: Healthtech, Marketing

🔹 Date Posted: April 7, 2025

🔹 Experience Level: 8-12+ years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Owning and optimizing the end-to-end journey for direct-to-consumer (D2C) members
• Developing and executing lifecycle marketing strategies to drive engagement and health outcomes
• Collaborating cross-functionally with D2C Product, Engineering, Data, Design, and Clinical teams
• Driving measurement, insights, and optimization to improve member experience and health outcomes

ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and a deep understanding of D2C marketing and lifecycle management.

📋 Key Responsibilities

✅ Own and optimize the D2C member lifecycle, from sign-up and onboarding through to ongoing care and health outcomes

✅ Design, execute, and optimize multi-channel marketing strategies (email, SMS, push, in-app, direct mail) to move D2C members through the funnel

✅ Build personalized, automated lifecycle journeys to reduce drop-off, drive follow-up actions, and increase care engagement

✅ Identify friction points in the D2C journey and develop targeted messaging and programs to improve activation, retention, and re-engagement

✅ Lead experimentation and continuous improvement through A/B and multivariate tests across creative, channel mix, timing, and segmentation strategies

✅ Collaborate cross-functionally to ensure a holistic and consistent member experience across audiences

✅ Drive measurement, insights, and optimization by defining and owning key D2C lifecycle metrics and partnering with Analytics to track performance and inform strategic decisions

ASSUMPTION: This role requires strong project management skills, attention to detail, and the ability to work effectively in a cross-functional team environment.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 8-12+ years in lifecycle, CRM, or growth marketing, ideally in a D2C, healthtech, or mission-driven organization

Required Skills:

• Proven experience building and scaling multi-channel, automated marketing journeys for a D2C audience
• Deep familiarity with marketing automation platforms—Iterable strongly preferred
• Strong analytical skills and comfort digging into data to surface actionable insights
• Solid understanding of behavioral and personalized marketing tactics
• Strong communication and collaboration skills, with experience working cross-functionally
• Creative and resourceful, with a strong bias for action and testing
• Genuine passion for mental health and respect for the people behind the metrics

Preferred Skills:

• Experience with Spring Health or similar mental health platforms
• Familiarity with the mental health industry and trends
• Proficiency in SQL or other data analysis tools

ASSUMPTION: Candidates with experience in the mental health industry or relevant marketing automation tools may have an advantage in this role.

💰 Compensation & Benefits

Salary Range: $147,140 - $183,930 per year

Benefits:

• Health, Dental, Vision benefits starting on the first day
• Employer-sponsored 401(k) match of up to 2% for retirement planning
• Yearly allotment of no-cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents
• Competitive paid time off policies, including vacation, sick leave, and company holidays
• Parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents at 6 months of tenure
• Access to Noom, a weight management program tailored to your unique needs and goals
• Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses
• Access to Wellhub, which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription
• Access to BrightHorizons, which provides sponsored child care, back-up care, and elder care
• Up to $1,000 professional development reimbursement per year
• $200 per year donation matching to support your favorite causes

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range provided is based on the Radford Global Compensation Database and may vary based on individual pay equity and other relevant business considerations.

📌 Applicant Insights

🔍 Company Context

Industry: Mental Health Care

Company Size: 1,001-5,000 employees

Founded: 2016

Company Description:

• Spring Health is a leading provider of mental health benefits for employers, offering a comprehensive solution for employee mental wellbeing
• The company uses a proprietary assessment and machine-learning technology to match members to personalized care plans, including digital exercises, coaching, therapy, or medication
• Spring Health is committed to providing a seamless, high-touch member experience and has been recognized for its innovative approach to care

Company Specialties:

• Healthcare
• Artificial Intelligence
• Mental Illness
• Treatment Selection
• Benefits
• Mental Health
• Therapy
• Psychology
• Psychiatry
• Telemedicine
• Health and Wellness
• Wellbeing
• Wellness
• EAP
• and Employee Benefits

Company Website: Spring Health

ASSUMPTION: Spring Health's focus on personalized care and innovative technology sets it apart in the mental health industry.

📊 Role Analysis

Career Level: Senior Individual Contributor

Reporting Structure: Reports directly to the Director of Lifecycle Marketing

Work Arrangement: Remote OK, with flexibility for in-person collaboration as needed

Growth Opportunities:

• Potential to expand the role's scope as the D2C member base grows
• Opportunities to collaborate with and learn from cross-functional teams
• Possibility to transition into a management role as the team grows

ASSUMPTION: This role offers significant growth potential as Spring Health continues to expand its D2C offerings.

🌍 Location & Work Environment

Office Type: Remote-first with physical offices in New York City, NY

Office Location(s): New York City, NY 10001, US

Geographic Context:

• Spring Health's headquarters is located in New York City, NY, with a significant presence in the surrounding metropolitan area
• The company has a remote-first culture, allowing employees to work from anywhere with an internet connection
• Spring Health's client base spans the United States, with a focus on employer-provided mental health benefits

Work Schedule: Full-time (40 hours per week), with flexibility for a hybrid or part-time arrangement as needed

ASSUMPTION: The remote nature of this role allows for greater flexibility in work-life balance and the ability to work from anywhere in the United States.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with a member of the Talent Acquisition team
• Behavioral and skills assessments
• Interview with the hiring manager and/or team members
• Final interview with the Director of Lifecycle Marketing
• Background check and offer extension

Key Assessment Areas:

• Problem-solving skills and analytical thinking
• Marketing strategy and campaign development
• Familiarity with marketing automation platforms
• Cross-functional collaboration and communication skills
• Cultural fit and alignment with Spring Health's mission and values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Be prepared to discuss your approach to lifecycle marketing and share examples of successful campaigns you've led
• Demonstrate your understanding of the mental health industry and Spring Health's unique value proposition
• Showcase your ability to work effectively in a remote, cross-functional team environment

ATS Keywords: Lifecycle Marketing, D2C, CRM, Growth Marketing, Marketing Automation, Data Analysis, Behavioral Marketing, Collaboration, Creative Thinking, Testing Mindset

ASSUMPTION: The interview process for this role may vary based on the specific needs of the hiring team and the candidate pool.

🛠️ Tools & Technologies

• Iterable (strongly preferred)
• Marketing automation platforms (e.g., HubSpot, Marketo, Pardot)
• Data analysis tools (e.g., SQL, Google Analytics, Mixpanel)
• Project management tools (e.g., Asana, Trello, Jira)
• Collaboration tools (e.g., Slack, Microsoft Teams, Google Workspace)

ASSUMPTION: The specific tools and technologies used in this role may evolve as Spring Health's marketing technology stack grows and changes.

👔 Cultural Fit Considerations

Company Values:

• Be seen. Be you. Be well.
• Put people first.
• Act with integrity.
• Embrace change.
• Deliver excellence.

Work Style:

• Spring Health values a remote-first, flexible work environment
• The company prioritizes results and impact over hours worked
• Collaboration and open communication are essential for success in this role
• Spring Health fosters a culture of continuous learning and growth

Self-Assessment Questions:

• How do you align with Spring Health's core values, particularly "Be seen. Be you. Be well."?
• How do you approach working remotely, and how do you ensure effective collaboration with a distributed team?
• Can you provide an example of a time when you drove measurable improvements in engagement or health outcomes through a lifecycle marketing campaign?

ASSUMPTION: Candidates who demonstrate a strong cultural fit with Spring Health's values and work style will be most successful in this role.

⚠️ Potential Challenges

• Managing a high volume of campaigns and automations across multiple channels
• Balancing the need for personalization with the scale required for a D2C audience
• Ensuring consistent messaging and branding across all touchpoints in the member journey
• Keeping up-to-date with industry trends and best practices in lifecycle marketing and marketing automation
• Navigating a fast-paced, hypergrowth environment with evolving priorities and priorities

ASSUMPTION: The challenges associated with this role may require strong project management skills, adaptability, and the ability to thrive in a dynamic, fast-paced environment.

📈 Similar Roles Comparison

• This role is similar to a Senior Lifecycle Marketing Manager or Director of Lifecycle Marketing in a D2C or healthtech company
• Unlike other roles, this position focuses specifically on the D2C member journey and requires a deep understanding of D2C marketing strategies
• Career paths for this role may include transitioning into a management or leadership position as the team grows or expanding the role's scope as the D2C member base expands

ASSUMPTION: This role offers unique opportunities for growth and impact within the D2C marketing space.

📝 Sample Projects

• Developing and executing a multi-channel onboarding campaign to improve activation rates for new D2C members
• Creating personalized, automated journeys to drive follow-up actions and increase care engagement for existing D2C members
• Identifying and addressing friction points in the D2C journey to improve retention and re-engagement rates

ASSUMPTION: The specific projects and campaigns in this role may vary based on the evolving needs of the D2C member base and the priorities of the Lifecycle Marketing team.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics of the Lifecycle Marketing team?
• How does the Lifecycle Marketing team collaborate with other cross-functional teams, such as Product, Engineering, and Clinical?
• What are the most significant challenges facing the D2C member base, and how does this role address those challenges?
• How does Spring Health measure and track the success of its lifecycle marketing campaigns and automations?
• What opportunities are there for growth and development within this role and the Lifecycle Marketing team?

ASSUMPTION: Asking thoughtful, informed questions during the interview process demonstrates your interest in the role and your understanding of the company's mission 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 relevant experience and skills for this role
• Prepare for behavioral and skills assessments, focusing on your problem-solving skills, marketing strategy, and familiarity with marketing automation platforms
• Research Spring Health's mission, values, and unique approach to mental health care
• Follow up with the hiring team one week after submitting your application, if you haven't heard back

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.