Head of Lifecycle Marketing
BetterHelp is seeking a strategic and data-driven Head of Lifecycle Marketing to lead and scale lifecycle strategies across its multi-sided marketplace, serving direct-to-consumer members, therapists, and B2B clients. This role involves developing cohesive, data-driven lifecycle strategies that align product experience, brand messaging, and business outcomes across multiple lines of business. The Head of Lifecycle Marketing will collaborate closely with executive leadership, product, data science, engineering, brand, and B2B stakeholders to embed lifecycle marketing across the organization.
Key responsibilities include defining and owning the company-wide lifecycle marketing vision, developing differentiated yet cohesive lifecycle strategies tailored to each audience, and overseeing programs supporting member onboarding, engagement, retention, and reactivation. The role also involves driving innovation in automation, orchestration, AI-driven personalization, and cross-channel optimization, as well as ensuring operational excellence, deliverability, compliance, and scalability across a growing business ecosystem.
The ideal candidate will have over 12 years of experience in CRM or lifecycle marketing, with at least 5 years in senior leadership roles. Proven success in developing and scaling multi-channel lifecycle programs across email, SMS, push, and in-app messaging is essential. Deep expertise in segmentation, personalization, and A/B testing, along with a strong understanding of customer behavior and lifecycle KPIs such as lifetime value, retention, and churn, is required. Hands-on experience with modern engagement platforms like Iterable, Braze, Klaviyo, or Salesforce Marketing Cloud is also necessary.
The position offers a competitive base salary ranging from $220,000 to $270,000, along with a performance bonus and a comprehensive benefits package. Benefits include remote work with regular in-person bonding experiences sponsored by the company, a holistic perks program (including free therapy and employee wellness), excellent health, dental, and vision coverage, and 401(k) benefits with employer matching contributions.
BetterHelp fosters a culture of innovation, compassion, and a relentless drive to improve mental health outcomes. The company values transparency and is committed to providing high-quality care, as evidenced by their efforts to share platform quality and clinical outcomes. Employees are encouraged to carve their own paths, make immediate impacts, and be challenged every day, with a supportive community behind them.