Lifecycle Marketing Lead, Payer (Health Plan)

Enhanced Job Description 📌 Core Information - Job Title: Lifecycle Marketing Lead, Payer (Health Plan) - Company: Spring Health - Location: Remote - Job Type: Full-Time - Category: Healthcare, Marketing - Date Posted: April 7, 2025 - Experience Level: 10+ years - Remote Status: Remote OK 🚀 Job Overview Key aspects of this role include: - Owning and optimizing the lifecycle for payer members - Designing multi-channel marketing journeys to activate members and increase care utilization - Collaborating with cross-functional teams to ensure effective member engagement and improve health outcomes - Balancing clinical nuance, member empathy, and marketing effectiveness ASSUMPTION: This role requires a strategic and data-driven marketer with deep experience in healthcare or regulated industries, who thrives at the intersection of strategy, storytelling, and systems thinking. 📋 Key Responsibilities - Own and Optimize the Lifecycle for Payer Members: - Design and execute multi-channel marketing journeys (email, SMS, push, in-app, and direct mail) that activate payer members, reduce time-to-care, and increase care utilization. - Build onboarding, re-engagement, and long-term nurture programs tailored to the needs and behavior of health plan members. - Identify friction points or drop-offs unique to the payer member experience and develop targeted interventions. - Develop messaging and content that reflects the nuanced relationship between health plan, member, and provider. - Lead Experimentation and Iteration: - Own an ongoing test-and-learn roadmap across channels and member segments to optimize lifecycle touchpoints. - Leverage data and behavioral signals to deliver personalized and relevant messages at scale. - Collaborate with Product and Data to design testable hypotheses and attribute lifecycle improvements to health outcomes. - Bring a performance mindset while respecting clinical nuance and trust-building in the member experience. - Collaborate Cross-Functionally to Drive Outcomes: - Act as the lifecycle marketing lead in cross-functional initiatives that support payer member experience, collaborating with Product, Engineering, Data Science, Clinical, and Payer Success teams. - Partner with Clinical Content and Creative to ensure all messaging supports both performance and member empathy. - Work with Marketing Ops and Martech to build scalable, automated workflows with proper tracking and QA. - Align closely with Payer Success and Payer Strategy teams to understand customer-specific nuances and contract-level priorities. - Drive Measurement and Insight Sharing: - Define and track KPIs across the full funnel—from activation rate, time to first appointment, rebooking rate, care utilization, etc. - Translate performance data into actionable insights and narrative reporting for internal stakeholders. - Establish high QA standards and repeatable processes to ensure campaign excellence and compliance. ASSUMPTION: Success in this role requires a strong understanding of healthcare marketing, data analysis, and cross-functional collaboration. The ideal candidate will be comfortable working with clinical nuance and balancing multiple stakeholder needs. 🎯 Required Qualifications - Education: Bachelor's degree in Marketing, Business, or a related field. MBA preferred but not required. - Experience: 8-12+ years in lifecycle or CRM marketing, ideally in healthtech, health insurance, or other regulated industries. - Required Skills: - Proven experience designing full-funnel lifecycle journeys in a complex stakeholder environment. - Strong technical and strategic proficiency in marketing automation platforms (Iterable strongly preferred). - Deep channel knowledge across email, SMS, push, and in-app messaging. - Exceptional cross-functional collaboration skills, especially with Product, Engineering, Payer Success, and Data / BI teams. - Strong analytical mindset—you love digging into data, interpreting signals, and optimizing performance. - Thoughtful communicator who balances clinical nuance, member empathy, and marketing effectiveness. - Preferred Skills: - Experience with healthcare or regulated industries. - Familiarity with clinical content and messaging. - Knowledge of payer-specific marketing strategies. ASSUMPTION: Given the unique nature of this role, candidates with a strong background in healthcare marketing or regulated industries will have a significant advantage. 💰 Compensation & Benefits - Salary Range: The target base salary range for this position is $147,140 - $183,930, and is part of a competitive total rewards package including stock options and benefits. Individual pay may vary from the target range and is determined by a number of factors including experience, location, internal pay equity, and other relevant business considerations. We review all employee pay and compensation programs annually using Radford Global Compensation Database at minimum to ensure competitive and fair pay. - Benefits: - Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medical accounts, HSA, and FSA plans with Spring contributing up to $1K for HSAs, depending on your plan type. - Employer sponsored 401(k) match of up to 2% for retirement planning. - A 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. - At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents. - Access to Noom, a weight management program—based in psychology, that’s 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 a year. - $200 per year donation matching to support your favorite causes. ASSUMPTION: Spring Health offers a comprehensive benefits package to support the well-being and growth of its employees. The company is committed to providing fair and competitive compensation and benefits. 📌 Applicant Insights 🔍 Company Context - Industry: Mental Health Care - Company Size: 1,001-5,000 employees - Founded: 2016 - Company Description: Spring Health helps employers modernize their behavioral health benefits with the most effective, comprehensive solution for employee mental wellbeing. Our offering functions as a single front door to any type of care - from digital exercises, to EAP services, to coaching, therapy, or medication. We use a proprietary assessment and machine-learning technology to understand all of the conditions a person may be experiencing, and use those results to match them to a care plan personalized to their needs. Each member has access to a Care Navigator to help guide them through their options, assist in booking appointments with therapists, and connect them to domain experts across work-life, legal, or financial services. - 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: ASSUMPTION: Spring Health is a leading provider of mental health services, committed to improving the wellbeing of employees and their families. The company's innovative, personalized approach to care, paired with a seamless, high-touch member experience, makes it the most holistic, effective behavioral health benefit for modern, people-first employers. 📊 Role Analysis - Career Level: Senior Individual Contributor - Reporting Structure: This role reports directly to the Head of Payer Marketing. - Work Arrangement: Remote OK, with a flexible work schedule. - Growth Opportunities: As Spring Health continues to grow, there will be opportunities for the Lifecycle Marketing Lead to take on additional responsibilities and potentially manage a team in the future. ASSUMPTION: This role offers a unique opportunity to make a significant impact on the member experience and improve health outcomes for a large and growing population. The ideal candidate will be comfortable working in a dynamic, fast-paced environment and driving results through strategic, data-driven marketing. 🌍 Location & Work Environment - Office Type: Remote - Office Location(s): N/A (Remote position) - Geographic Context: As a remote position, this role can be performed from anywhere with a stable internet connection. - Work Schedule: Flexible, with core hours between 9:00 AM - 5:00 PM ET. ASSUMPTION: The remote nature of this role allows for a high degree of flexibility and work-life balance. However, the ideal candidate will be comfortable working independently and managing their time effectively. 💼 Interview & Application Insights - Typical Process: - Phone or video screen with the Recruiting Team (30 minutes) - Phone or video interview with the Hiring Manager (45-60 minutes) - Take-home assignment or case study (2-3 hours) - Final interview with the Head of Payer Marketing and other stakeholders (60-90 minutes) - Key Assessment Areas: - Strategic thinking and problem-solving skills - Data analysis and interpretation - Marketing automation platform proficiency - Cross-functional collaboration and communication - Clinical nuance and member empathy - Application Tips: - Tailor your resume and cover letter to highlight your relevant experience and skills for this role. - Showcase your understanding of healthcare marketing, data analysis, and cross-functional collaboration in your application materials. - Prepare for behavioral interview questions that focus on your problem-solving skills, strategic thinking, and ability to work effectively in a complex stakeholder environment. ASSUMPTION: The interview process for this role is designed to assess the candidate's strategic thinking, data analysis skills, and ability to work effectively in a complex stakeholder environment. Candidates who can demonstrate a strong understanding of healthcare marketing and a proven track record of driving results through data-driven marketing strategies will be most successful. 🛠️ Tools & Technologies - Marketing automation platforms (Iterable strongly preferred) - Email marketing tools (e.g., Mailchimp, SendGrid) - SMS marketing tools (e.g., Twilio, Plivo) - Push notification and in-app messaging platforms (e.g., Braze, Urban Airship) - Data analysis and visualization tools (e.g., Google Analytics, Tableau, Looker) - Project management tools (e.g., Asana, Trello, Jira) - Collaboration tools (e.g., Slack, Microsoft Teams, Google Workspace) ASSUMPTION: The ideal candidate will have experience working with a variety of marketing automation, data analysis, and collaboration tools. Familiarity with Iterable and other marketing automation platforms is strongly preferred. 👔 Cultural Fit Considerations - Company Values: Be seen. Be you. Be well. At Spring Health™, we support teams and families with personalized mental health care. Our values guide our work and help us create a positive, inclusive, and supportive work environment. - Work Style: Spring Health fosters a dynamic, fast-paced, and collaborative work environment. The ideal candidate will be comfortable working in a team-oriented, agile setting and driving results through strategic, data-driven marketing. - Self-Assessment Questions: - How do you balance clinical nuance, member empathy, and marketing effectiveness in your communication strategies? - How do you approach working with cross-functional teams to drive outcomes and improve health outcomes? - How do you prioritize and manage your time effectively in a remote work environment? ASSUMPTION: Candidates who can demonstrate a strong alignment with Spring Health's values and work style, as well as a deep understanding of healthcare marketing and clinical nuance, will be most successful in this role. ⚠️ Potential Challenges - Working with sensitive member data and ensuring compliance with healthcare regulations. - Balancing the needs and priorities of multiple stakeholders, including health plans, members, and providers. - Managing the unique challenges and complexities of the payer member experience. - Keeping up with the latest trends and best practices in healthcare marketing and data analysis. ASSUMPTION: The ideal candidate will have experience working with sensitive data, navigating complex stakeholder environments, and staying up-to-date with industry trends and best practices. 📈 Similar Roles Comparison - How this role differs from related positions: - This role focuses specifically on the payer member experience, requiring a deep understanding of health plan dynamics and contract-level priorities. - Unlike other marketing roles, this position requires a strong balance of clinical nuance, member empathy, and marketing effectiveness. - Industry-specific context: - The mental health industry is evolving rapidly, with new technologies and treatment options emerging constantly. The ideal candidate will be comfortable working in a dynamic, fast-paced environment and staying up-to-date with industry trends. - Career path comparison: - This role offers a unique opportunity to make a significant impact on the member experience and improve health outcomes for a large and growing population. With experience and success, the Lifecycle Marketing Lead may have the opportunity to take on additional responsibilities and potentially manage a team in the future. ASSUMPTION: Candidates with a strong background in healthcare marketing or regulated industries, as well as a deep understanding of the unique challenges and complexities of the payer member experience, will be most successful in this role. 📝 Sample Projects - Developing and executing a targeted onboarding campaign for new payer members, focusing on time-to-care and activation rates. - Designing a re-engagement strategy for inactive payer members, leveraging data and behavioral signals to deliver personalized and relevant messages. - Collaborating with Clinical Content and Creative teams to develop messaging that reflects the nuanced relationship between health plan, member, and provider, while supporting both performance and member empathy. ASSUMPTION: The ideal candidate will have experience working on similar projects and driving results through strategic, data-driven marketing strategies. ❓ Key Questions to Ask During Interview - How does Spring Health approach working with health plans to ensure effective member engagement and improve health outcomes? - What are the unique challenges and complexities of the payer member experience, and how does this role address them? - How does Spring Health balance clinical nuance, member empathy, and marketing effectiveness in its communication strategies? - What opportunities are there for growth and professional development in this role? - How does Spring Health support its employees' well-being and work-life balance, particularly in a remote work environment? ASSUMPTION: The ideal candidate will be curious and proactive, asking thoughtful questions that demonstrate their understanding of the role and their commitment to driving results. 📌 Next Steps for Applicants - To apply for this position: - Submit your application through this link: [Application URL] - Tailor your resume and cover letter to highlight your relevant experience and skills for this role. - Prepare for behavioral interview questions that focus on your problem-solving skills, strategic thinking, and ability to work effectively in a complex stakeholder environment. - Complete any take-home assignments or case studies as instructed. - Follow up with the Recruiting Team after your final interview to express your interest in the role and ask any remaining questions. ⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.