Senior Manager of Lifecycle Marketing

📌 Core Information

🔹 Job Title: Senior Manager of Lifecycle Marketing

🔹 Company: Visana Health

🔹 Location: United States (Remote)

🔹 Job Type: Full-Time

🔹 Category: Healthcare, Marketing

🔹 Date Posted: May 21, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Developing and executing multi-channel lifecycle marketing strategies to acquire, engage, and retain patients
• Building and optimizing automated lifecycle journeys using marketing automation tools
• Running rigorous experimentation and A/B testing to continuously improve campaign performance
• Collaborating cross-functionally with Marketing, Product, Data, and Clinical teams to deliver high-impact campaigns
• Analyzing data and user behavior to inform lifecycle strategies and enhance member experience

ASSUMPTION: This role requires a balance of strategic thinking and hands-on execution, with a strong focus on data-driven decision making and continuous optimization.

📋 Key Responsibilities

✅ Own and optimize lifecycle marketing strategies to acquire, activate, engage, retain, and re-engage patients across channels including website, email, SMS, and other emerging channels

✅ Develop and execute multi-channel nurture and re-engagement campaigns, delivering personalized experiences that drive conversion and long-term engagement

✅ Design and refine user journey maps, identifying key touchpoints and personalization opportunities to enhance engagement and increase LTV

✅ Build and optimize automated lifecycle journeys using Active Campaign and Intercom, ensuring timely, relevant communications at scale

✅ Lead A/B and multivariate testing strategies to continuously optimize campaign performance across messaging, creative, segmentation, and channel mix

✅ Assess and enhance marketing technology stack and email marketing/data tools to drive operational efficiency, improve data flows, and support automation, advanced segmentation, and personalization

✅ Collaborate with Marketing, Product, Engineering, and Data teams to ensure seamless integrations between platforms, accurate data insights and reporting, and scalable infrastructure

✅ Leverage behavioral data, analytics, and user research to develop actionable insights and inform lifecycle strategies

✅ Partner with the Data/BI team to define KPIs, build dashboards, and report on campaign performance, member conversion rates, engagement, retention, and overall ROI

✅ Identify and implement website CRO strategies and A/B tests on landing pages via tools like VWO

✅ Implement rigorous QA processes to ensure flawless execution of campaigns and personalization efforts

✅ Continuously improve lifecycle marketing operations through automation, process optimization, and documentation of best practices

✅ Partner with Product, Clinical, Customer Success, and Brand teams to ensure lifecycle marketing strategies align with the overall patient experience and business goals

✅ Contribute to broader awareness, acquisition, engagement, and retention-focused initiatives

ASSUMPTION: This role requires a strong understanding of the healthcare industry and the ability to work effectively with clinical, operations, data, design, product, and engineering teams.

🎯 Required Qualifications

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

Experience: 8-10+ years of experience in lifecycle marketing, CRM, or growth marketing

Required Skills:

• Deep expertise in email marketing automation platforms and customer messaging and support tools
• Strong writing skills and an eye for design to deliver compelling, on-brand member communications
• Strong data analysis skills, with proficiency in A/B testing, experimentation, user journey mapping, and campaign optimization
• Experience in website conversion rate optimization (CRO) through landing page testing and digital experimentation
• Familiarity with data analytics tools such as Mixpanel
• Experience in the healthcare, virtual care, or telehealth space with an understanding of how to work cross-functionally with clinical, operations, data, design, product, and engineering teams
• A balance of strategic thinking and hands-on execution, with a results-driven, growth marketing mindset
• Passion for improving healthcare accessibility and member outcomes through data-driven marketing

Preferred Skills:

• Experience with Active Campaign and Intercom
• Knowledge of SQL or other data querying languages
• Familiarity with marketing automation tools such as HubSpot or Marketo

ASSUMPTION: Candidates with experience in the healthcare industry and a strong background in lifecycle marketing are preferred for this role.

💰 Compensation & Benefits

Salary Range: $140,000 - $165,000 per year (Based on industry standards for a Senior Manager role in the healthcare industry with 8-10+ years of experience)

Benefits:

• Medical Insurance
• Dental Insurance
• Vision Insurance
• HSAs
• FSAs
• 401(k)

Working Hours: Full-time, with flexible hours and a remote-friendly work environment

ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Visana Health operates in the healthcare industry, specifically focusing on virtual women's health clinics. The company provides longitudinal medical care and integrated whole-person support for every phase of a woman's life.

Company Size: Visana Health is a small to mid-sized company with 11-50 employees, providing a collaborative and agile work environment.

Founded: Visana Health was founded in 2019 and is headquartered in Minneapolis, MN.

Company Description:

• Visana Health is the world's most comprehensive virtual women's health clinic, providing medical care and integrated whole-person support for every phase of a woman's life.
• The company focuses on providing longitudinal, value-based care from menstruation to menopause, including preventive care, urgent care, and complex gynecology care.
• Visana Health aims to improve patient outcomes and experience while reducing costs by building a best-in-class care model that dramatically improves patient outcomes and experience.

Company Specialties:

• Virtual women's health clinics
• Longitudinal medical care
• Integrated whole-person support
• Preventive care, urgent care, and complex gynecology care

Company Website: www.visanahealth.com

ASSUMPTION: Visana Health is a rapidly growing company in the healthcare industry, focused on improving women's health outcomes through innovative virtual care solutions.

📊 Role Analysis

Career Level: Senior Manager

Reporting Structure: This role reports directly to the Chief Marketing Officer (CMO) and may have team members reporting to them, depending on the organization's structure.

Work Arrangement: This role is remote-friendly, with flexible hours and the ability to work from anywhere in the United States.

Growth Opportunities:

• As a senior manager, there are opportunities to grow into a director or vice president role within the marketing department.
• Visana Health is a rapidly growing company, providing opportunities for career advancement as the company expands.
• This role offers the chance to work cross-functionally with various teams, gaining exposure to different aspects of the business and potential growth paths.

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a substantial impact on the company's marketing efforts and contribute to its overall success.

🌍 Location & Work Environment

Office Type: Remote-friendly, with no physical office location required

Office Location(s): United States (Remote)

Geographic Context:

• The United States has a diverse range of healthcare systems and regulations, which may impact the role's responsibilities and priorities.
• Working remotely allows for flexibility in work hours and the ability to balance personal and professional responsibilities.
• The remote work environment fosters a collaborative and inclusive team culture, with regular virtual team meetings and check-ins.

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

ASSUMPTION: The remote-friendly work environment at Visana Health provides candidates with the flexibility to balance their personal and professional lives while working with a collaborative and inclusive team.

💼 Interview & Application Insights

Typical Process:

• Phone or video screening to assess cultural fit and basic qualifications
• Behavioral and situational interviews to evaluate problem-solving skills, strategic thinking, and communication abilities
• Final interview with the hiring manager or a panel of stakeholders to discuss the role's fit and next steps

Key Assessment Areas:

• Data-driven decision-making and analytical skills
• Strategic thinking and planning abilities
• Communication and collaboration skills
• Cultural fit and alignment with Visana Health's mission and values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Include specific examples of your experience with lifecycle marketing, A/B testing, and data analysis
• Demonstrate your passion for improving healthcare accessibility and member outcomes through data-driven marketing

ATS Keywords: Lifecycle Marketing, CRM, Growth Marketing, Email Marketing, Data Analysis, A/B Testing, User Journey Mapping, Campaign Optimization, Website CRO, Digital Experimentation, Marketing Automation, Healthcare, Virtual Care, Telehealth

ASSUMPTION: The interview process at Visana Health is designed to assess candidates' technical skills, cultural fit, and strategic thinking abilities, with a focus on finding the best fit for the role and the company's mission.

🛠️ Tools & Technologies

• Active Campaign
• Intercom
• Mixpanel
• VWO
• HubSpot or Marketo (preferred)
• SQL or other data querying languages (preferred)

ASSUMPTION: The tools and technologies listed are the primary platforms used by Visana Health for lifecycle marketing, data analysis, and website CRO. Candidates with experience in these tools are preferred but not required.

👔 Cultural Fit Considerations

Company Values:

• Patient-centered care
• Innovation and continuous improvement
• Collaboration and teamwork
• Data-driven decision making
• Empathy and inclusivity

Work Style:

• Remote-friendly and flexible work environment
• Collaborative and inclusive team culture
• Focus on results and outcomes, rather than hours worked
• Strong emphasis on data-driven decision making and continuous optimization

Self-Assessment Questions:

• Do you have a proven track record of driving measurable growth through lifecycle marketing strategies?
• Are you comfortable working remotely and collaborating with a distributed team?
• Do you thrive in a data-driven environment and enjoy analyzing data to inform strategic decisions?
• Are you passionate about improving healthcare accessibility and member outcomes through innovative marketing solutions?

ASSUMPTION: Visana Health values candidates who are passionate about its mission, comfortable working in a remote-friendly environment, and skilled in data-driven decision making and continuous optimization.

⚠️ Potential Challenges

• The role requires a strong understanding of the healthcare industry and the ability to work effectively with clinical, operations, data, design, product, and engineering teams
• Working remotely may present challenges in building and maintaining relationships with team members and stakeholders
• Managing multiple marketing channels and campaigns may require strong organizational skills and attention to detail
• The role may involve working with sensitive patient information, requiring strict adherence to HIPAA guidelines and security protocols

ASSUMPTION: The potential challenges listed are common to roles in the healthcare industry, working remotely, and managing multiple marketing channels. Candidates should be prepared to address these challenges and demonstrate their ability to succeed in this role.

📈 Similar Roles Comparison

• This role is similar to a Senior Marketing Manager or Growth Marketing Manager position in the healthcare industry, with a focus on lifecycle marketing and data-driven decision making
• Compared to other lifecycle marketing roles, this position offers a unique opportunity to work in the rapidly growing virtual women's health clinic space, with a focus on improving patient outcomes and experience
• Career paths for this role may include advancement to director or vice president of marketing, or transitioning to a chief marketing officer (CMO) role within the healthcare industry

ASSUMPTION: This role offers a unique opportunity to work in the virtual women's health clinic space, with a focus on improving patient outcomes and experience through data-driven marketing strategies.

📝 Sample Projects

• Developing and executing a multi-channel nurture campaign to convert leads into first-time patients, resulting in a 20% increase in conversion rates
• Optimizing automated lifecycle journeys using Active Campaign and Intercom, leading to a 15% increase in patient engagement and retention
• Implementing A/B testing strategies on landing pages and emails, driving a 15% increase in click-through rates and a 10% increase in conversion rates

ASSUMPTION: The sample projects listed demonstrate the types of initiatives a Senior Manager of Lifecycle Marketing at Visana Health might undertake to drive measurable growth and improve patient outcomes.

❓ Key Questions to Ask During Interview

• Can you describe the company's approach to patient privacy and data security, specifically related to HIPAA compliance?
• How does the marketing team collaborate with clinical, operations, data, design, product, and engineering teams to ensure lifecycle marketing strategies align with the overall patient experience and business goals?
• What are the key priorities for this role in the first 90 days, and how will my success be measured?
• How does Visana Health support the professional development and growth of its employees, particularly in marketing roles?
• What are the biggest challenges facing the marketing team in the next 12-24 months, and how can this role help address them?

ASSUMPTION: The key questions listed are designed to help candidates better understand the role's responsibilities, the company's culture, and the opportunities for professional growth and impact.

📌 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, with a focus on lifecycle marketing, data analysis, and A/B testing
• Prepare examples of your experience with website CRO, landing page optimization, and digital experimentation
• Follow up with the hiring manager or a member of the recruitment team one week after submitting your application to inquire about the status of your application

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