[Hiring] Head of Lifecycle Marketing @BetterHelp

Role Description

As the Head of Lifecycle Marketing at BetterHelp, you’ll join a diverse team of licensed clinicians, engineers, product pros, creatives, marketers, and business leaders who share a passion for expanding access to therapy. This leader will own the end-to-end lifecycle vision across all customer and provider touchpoints, driving engagement, retention, reactivation, and lifetime value across audiences.

• Define and own the company-wide lifecycle marketing vision across D2C members, therapists, and B2B clients.
• Develop differentiated yet cohesive lifecycle strategies tailored to each audience while aligning to overall company growth objectives.
• Oversee lifecycle programs supporting:
  • Member onboarding, engagement, retention, and reactivation
  • Therapist acquisition, activation, engagement, and retention
  • B2B client lead generation, onboarding, utilization, and renewal
• Translate business priorities and customer insights into scalable lifecycle programs that drive retention, expansion, utilization, and LTV across all segments.
• Serve as the executive subject matter expert on lifecycle strategy and customer journey orchestration.

Qualifications

• 12+ years of experience in CRM or lifecycle marketing, with 5+ years in senior leadership roles.
• Proven success in developing and scaling multi-channel lifecycle programs across email, SMS, push, and in-app messaging.
• Experience building and scaling high-performing lifecycle or CRM teams.
• Deep expertise in segmentation, personalization, and A/B testing, with a strong understanding of customer behavior and lifecycle KPIs (e.g., LTV, retention, churn).
• Demonstrated success driving retention, LTV, utilization, and expansion revenue at scale.
• Ability to operate at executive altitude while maintaining operational rigor.
• Hands-on experience with modern ESPs and engagement platforms (e.g., Iterable, Braze, Klaviyo, Salesforce Marketing Cloud).
• Strategic thinker with the ability to connect marketing initiatives to business outcomes.
• Strong analytical and technical skills, with experience partnering closely with data teams and using tools like SQL, Looker, Amplitude, or similar.
• Skilled at cross-functional collaboration with product, data science, engineering, analytics, and brand teams.
• Excellent communication and leadership skills; able to influence and inspire stakeholders at all levels.
• Experience in DTC, subscription-based, or high-growth consumer businesses preferred.

Requirements

• Own lifecycle-driven contribution to key business metrics, including LTV, retention, churn reduction, utilization, expansion revenue, and subscriber growth.
• Establish rigorous experimentation frameworks to measure incremental impact.
• Partner with Finance and Analytics to forecast, model, and report lifecycle impact on enterprise performance.
• Build scalable segmentation strategies informed by behavioral, predictive, and value-based modeling.
• Own the lifecycle marketing technology roadmap, including ESP (Iterable) and related engagement platforms.
• Drive innovation in automation, orchestration, AI-driven personalization, and cross-channel optimization.
• Ensure operational excellence, deliverability, compliance, and scalability across a growing business ecosystem.
• Act as a strategic partner to Product, Engineering, and Data to ensure lifecycle marketing is embedded with the product experience.
• Influence prioritization of marketing technology, experimentation capabilities, and data infrastructure.
• Collaborate with Brand to ensure all communications reinforce our brand voice, positioning, and promise.
• Partner with B2B leadership to support employer and partner engagement strategies.
• Partner with the provider network team to support provider goals.
• Partner with Data Science to evolve predictive models and ensure messaging is optimized for conversion across channels.
• Collaborate with Analytics to define KPIs, build robust segmentation strategies, and measure impact across LTV, retention, and growth.

Benefits

• Remote work with regular in-person bonding experiences sponsored by the company.
• Competitive compensation.
• Holistic perks program (including free therapy, employee wellness, and more).
• Excellent health, dental, and vision coverage.
• 401k benefits with employer matching contribution.
• The chance to build something that changes lives – and that people love.
• Any piece of hardware or software that will make you happy and productive.
• An awesome community of co-workers.