Lifecycle Marketing Lead, Retention

📌 Core Information

🔹 Job Title: Lifecycle Marketing Lead, Retention

🔹 Company: Spring Health

🔹 Location: Remote

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: April 7, 2025

🔹 Experience Level: 8-12+ years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Designing, executing, and optimizing multi-channel engagement strategies to improve appointment bookings and care utilization.
• Collaborating with cross-functional teams to enhance the member experience and drive retention.
• Leveraging behavioral and predictive signals to deliver highly relevant, personalized touchpoints at scale.
• Building and managing a robust experimentation roadmap to continuously improve performance.
• Acting as the marketing lead within the Retention Pod, collaborating tightly with Product, Engineering, Data, and Design.

ASSUMPTION: This role requires a senior lifecycle growth marketer with strong retention chops and experience working closely with product and engineering teams.

📋 Key Responsibilities

✅ Own and optimize retention-focused lifecycle programs by designing, executing, and optimizing multi-channel engagement strategies to improve appointment bookings, follow-up rates, and ongoing care utilization.

✅ Lead end-to-end campaign strategy, messaging, targeting, and journey building for Spring members—from first appointment through long-term retention.

✅ Identify opportunities in the member experience where marketing can reduce drop-off, increase re-engagement, and accelerate time-to-care.

✅ Translate behavioral insights into personalized, automated experiences that drive measurable lift in member activity and health outcomes.

✅ Lead experimentation and optimization by building and managing a robust experimentation roadmap to continuously improve performance through A/B testing, segmentation, and creative iteration.

✅ Collaborate with Product and Data teams to design testable hypotheses that align marketing efforts with product enhancements and behavioral nudges.

✅ Partner with Clinical Content and Creative to craft messaging that supports both performance and empathy in the member experience.

✅ Help evolve our lifecycle marketing infrastructure and workflows in collaboration with Marketing Ops and Martech.

✅ Work with other lifecycle marketers to ensure a cohesive and robust member marketing lifecycle journey, from beginning to end.

✅ Define and track key retention and engagement KPIs such as appointment booking rate, time to first appointment, rebooking rate, and drop-off reduction.

✅ Collaborate with BI and Analytics to surface insights, report performance, and guide strategic pivots.

✅ Uphold high QA standards, establish scalable processes, and ensure flawless execution of all campaigns and automations.

ASSUMPTION: This role requires a strong collaborator and communicator who thrives in cross-functional environments and has excellent analytical and reporting skills.

🎯 Required Qualifications

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

Experience: 8-12+ years in lifecycle or growth marketing, ideally in healthtech, B2C/D2C, or mission-driven organizations.

Required Skills:

• Deep expertise in marketing automation platforms (Iterable strongly preferred), including journey building, segmentation, and campaign execution.
• Strong channel knowledge across email, SMS, push, and in-app messaging.
• Experience driving engagement through behavioral and personalized marketing strategies.
• Excellent analytical and reporting skills; ability to translate data into meaningful insights and strategic action.
• Strong collaborator and communicator who thrives in cross-functional environments.
• Creative, resourceful, and process-oriented with a bias toward testing and action.
• Passion for mental health and a deep respect for the human beings behind the metrics.

Preferred Skills:

• Experience working with clinical content and creative teams.
• Familiarity with healthcare industry regulations and best practices.

ASSUMPTION: Candidates should have a strong understanding of the healthcare industry and be comfortable working with sensitive member data.

💰 Compensation & Benefits

Salary Range: $147,140 - $183,930 per year, part of a competitive total rewards package including stock options and benefits.

Benefits:

• Health, Dental, Vision benefits starting on the first day, with Spring contributing up to $1K for HSAs, depending on 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, 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, 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.

Working Hours: Full-time, with flexibility for remote work.

ASSUMPTION: The salary range provided is based on the Radford Global Compensation Database and is subject to individual plan requirements and eligibility criteria.

📌 Applicant Insights

🔍 Company Context

Industry: Mental Health Care

Company Size: 1,001-5,000 employees

Founded: 2016, in New York City, NY

Company Description:

• Spring Health is transforming mental healthcare through innovative solutions that remove barriers, meet the needs of diverse populations, and deliver measurable impact for our customers.
• The company partners with payers, providers, and employers to improve mental health outcomes at scale.
• Spring Health is committed to eliminating every barrier to mental health and provides a clinically validated technology that empowers it to deliver the right care at the right time, tailored to each individual’s needs.
• The company has raised capital from prominent investors and has a current valuation of $3.3 billion.

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 is a mission-driven company focused on improving mental health outcomes and reducing barriers to care.

📊 Role Analysis

Career Level: Senior

Reporting Structure: Reporting to the Director of Lifecycle Marketing

Work Arrangement: Remote OK, with flexibility for hybrid or on-site work

Growth Opportunities:

• Potential to lead a team and mentor junior marketers as the role and team grow.
• Opportunities to collaborate with cross-functional teams and influence product development.
• Career progression into a director or management role within the marketing organization.

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a meaningful impact on the company's mission and bottom line.

🌍 Location & Work Environment

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

Office Location(s): New York City, NY

Geographic Context:

• New York City is a major hub for the mental health industry, with numerous providers and resources available.
• The city offers a diverse range of cultural and recreational opportunities, as well as a vibrant tech and startup scene.
• Remote work offers flexibility and the opportunity to work from anywhere with a stable internet connection.

Work Schedule: Full-time, with flexible hours and the ability to work asynchronously with team members in different time zones.

ASSUMPTION: The remote work arrangement offers candidates the opportunity to work from anywhere, with the potential for occasional travel to the company's headquarters or other offices.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with the hiring manager or a member of the HR team.
• Technical assessment or case study to evaluate marketing skills and strategic thinking.
• On-site or video interview with the Director of Lifecycle Marketing and other key stakeholders.
• Final round with the Chief Marketing Officer or another senior leader.

Key Assessment Areas:

• Strategic thinking and ability to develop and execute retention-focused lifecycle programs.
• Expertise in marketing automation platforms and channel knowledge across email, SMS, push, and in-app messaging.
• Strong analytical and reporting skills, with the ability to translate data into meaningful insights and strategic action.
• Excellent communication and collaboration skills, with the ability to work effectively with cross-functional teams.
• Passion for mental health and a deep respect for the human beings behind the metrics.

Application Tips:

• Highlight your experience with marketing automation platforms and channel-specific expertise in your resume and cover letter.
• Demonstrate your understanding of the mental health industry and Spring Health's mission in your application materials.
• Prepare for behavioral interview questions that focus on your experience with retention strategies, data-driven decision making, and cross-functional collaboration.
• Be ready to discuss your approach to A/B testing, segmentation, and personalization in marketing campaigns.

ATS Keywords: Lifecycle Marketing, Retention Strategies, Marketing Automation, Email Marketing, SMS Marketing, Push Notifications, In-App Messaging, Campaign Execution, Data Analysis, Collaboration, Behavioral Marketing, Personalization, A/B Testing, Cross-Functional Teams, Mental Health, Healthcare Industry

ASSUMPTION: Tailoring your application to these specific keywords will increase your visibility in Spring Health's Applicant Tracking System and improve your chances of being selected for an interview.

🛠️ Tools & Technologies

• Iterable (preferred) or other marketing automation platforms
• Email marketing tools (e.g., Mailchimp, SendGrid)
• SMS marketing platforms (e.g., Twilio, Plivo)
• Push notification platforms (e.g., Urban Airship, VWO Engage)
• In-app messaging platforms (e.g., Intercom, Appcues)
• Data analysis and visualization tools (e.g., Google Analytics, Tableau)
• Project management and collaboration tools (e.g., Asana, Trello, JIRA)

ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role, as they are used to design, execute, and optimize marketing campaigns and automations.

👔 Cultural Fit Considerations

Company Values:

• Be seen. Be you. Be well.
• We support teams and families with personalized mental health care.
• Our offering functions as a single front door to any type of care.
• We use a proprietary assessment and machine-learning technology to understand all of the conditions a person may be experiencing.
• We are committed to eliminating every barrier to mental health.

Work Style:

• Collaborative and cross-functional, with a strong emphasis on data-driven decision making.
• Fast-paced and innovative, with a focus on continuous improvement and optimization.
• Mission-driven, with a deep commitment to improving mental health outcomes for diverse populations.
• Remote-friendly, with a focus on asynchronous communication and work-life balance.

Self-Assessment Questions:

• How do you align with Spring Health's company values, particularly the emphasis on personalization and accessibility in mental health care?
• How do you approach cross-functional collaboration and data-driven decision making in a remote work environment?
• How do you balance innovation and optimization with a strong focus on member experience and empathy?

ASSUMPTION: Candidates who align with Spring Health's company values and work style are more likely to succeed in this role and make a positive impact on the company's mission and culture.

⚠️ Potential Challenges

• Working with sensitive member data and ensuring compliance with healthcare industry regulations.
• Balancing the need for personalization and automation in marketing campaigns to maintain a high level of member engagement and satisfaction.
• Managing a high volume of campaigns and automations while maintaining a strong focus on quality and performance.
• Collaborating effectively with cross-functional teams in a remote work environment, with potential challenges in communication and time zone differences.

ASSUMPTION: These challenges require a proactive, solutions-oriented approach and a strong commitment to continuous learning and improvement.

📈 Similar Roles Comparison

• Compared to other lifecycle marketing roles, this position places a stronger emphasis on retention strategies and behavioral marketing.
• Unlike many marketing roles, this position requires a deep understanding of the healthcare industry and a passion for improving mental health outcomes.
• Career progression in this role may lead to management or director-level positions within the marketing organization, with the potential to influence product development and company strategy.

ASSUMPTION: Candidates should consider their long-term career goals and the potential for growth and impact in this specific role compared to similar positions in the industry.

📝 Sample Projects

• Developing and executing a multi-channel engagement campaign to improve appointment bookings and follow-up rates for new members.
• Optimizing the member onboarding journey to reduce drop-off and accelerate time-to-care through personalized, automated experiences.
• Collaborating with product and design teams to enhance the member experience and drive retention through in-app messaging and notifications.

ASSUMPTION: These sample projects demonstrate the range of responsibilities and opportunities for impact in this role, from strategic planning and execution to cross-functional collaboration and optimization.

❓ Key Questions to Ask During Interview

• How does Spring Health approach member segmentation and personalization in marketing campaigns, and how can I contribute to this strategy?
• Can you describe the team structure and dynamics within the Retention Pod, and how does this role fit into the broader marketing organization?
• How does Spring Health measure and report on key retention and engagement KPIs, and how can I contribute to improving performance in these areas?
• What are the biggest challenges facing the member experience and retention efforts at Spring Health, and how can I help address these issues?
• How does Spring Health support the professional development and growth of its marketing team members, and what opportunities exist for career progression in this role?

ASSUMPTION: Asking these questions demonstrates your interest in the role and your commitment to understanding the company's priorities and culture.

📌 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 with marketing automation platforms, channel-specific expertise, and a passion for mental health.
• Prepare for behavioral interview questions that focus on your experience with retention strategies, data-driven decision making, and cross-functional collaboration.
• Be ready to discuss your approach to A/B testing, segmentation, and personalization in marketing campaigns.
• Follow up with the hiring manager or HR team one week after submitting your application to confirm receipt and inquire about next steps.

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