Lifecycle Marketing Lead

Summary

Join Spring Health as a Lifecycle Marketing Lead, D2C, and own the end-to-end journey for direct-to-consumer (D2C) members. You will design and execute multi-channel marketing strategies to drive engagement and improve mental health outcomes. This role requires strong analytical skills, experience with marketing automation platforms (Iterable preferred), and a passion for mental healthcare. You will collaborate with cross-functional teams, including Product, Data, Design, and Engineering. The position offers a competitive salary, stock options, and a comprehensive benefits package, including health, dental, vision, 401k matching, paid time off, parental leave, and professional development opportunities. Spring Health is committed to fostering a diverse and inclusive workplace.

Requirements

• 8–12+ years in lifecycle, CRM, or growth marketing, ideally in a D2C, healthtech, or mission-driven organization
• 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 chops; you’re comfortable digging into data and surfacing 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
• A genuine passion for mental health and a respect for the people behind the metrics

Responsibilities

• Own and Optimize the D2C Member Lifecycle
• Design, execute, and optimize multi-channel marketing strategies (email, SMS, push, in-app, direct mail) that move D2C members through the funnel—from sign-up and onboarding through to ongoing care and health outcomes
• Build personalized, automated lifecycle journeys that reduce drop-off, drive follow-up actions, and increase the rate and frequency of care engagement
• Identify friction points in the D2C journey and develop targeted messaging and programs to improve activation, retention, and re-engagement
• Partner with Product and Data teams to create timely, relevant interventions that influence behavior and health outcomes
• Own a test-and-learn roadmap focused on optimizing performance across lifecycle campaigns
• Run A/B and multivariate tests across creative, channel mix, timing, and segmentation strategies
• Analyze behavioral and usage data to build hypotheses and improve touchpoint relevance
• Stay up-to-date on D2C engagement strategies and bring innovative thinking to the table
• Act as the marketing lead for our D2C member experience, collaborating closely with D2C Product, Data, Design, Engineering, and Clinical teams
• Partner with Clinical Content and Creative to ensure all messaging is empathetic, accurate, and brand-aligned
• Work with Marketing Ops and Martech to scale infrastructure and maintain operational excellence
• Coordinate with other Lifecycle Marketing team members to ensure a holistic and consistent experience across audiences
• Define and own key D2C lifecycle metrics such as onboarding completion, appointment booking rates, care engagement, and member retention
• Partner with Analytics to track performance, uncover insights, and inform strategic decisions
• Establish repeatable processes and ensure rigorous QA for all lifecycle campaigns and automations

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 are also available, 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
• We offer 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