Director of Lifecycle Marketing

This is a fully remote position, open to applicants in United States.

📋 Description

• Take full ownership of the patient lifecycle from start to finish, with strategic responsibility across booking, attendance, treatment completion, and reactivation.

• Detect drop-off points throughout both digital and offline interactions (email, SMS, front desk, in-clinic, direct mail) and prioritize the most impactful interventions at each stage.

• Convert operational challenges (no-show trends, intake delays, insurance authorization timing, post-treatment follow-up gaps) into communication strategies that yield measurable results.

• Advocate for AI integration within the lifecycle function, including predictive modeling (no-show, conversion, reactivation), personalized approaches, content generation, and automated quality assurance, deliverability monitoring, and anomaly detection.

• Collaborate with Operations on automations focused on NPS and reputation (review requests, survey triggers, detractor routing).

• Work alongside Tech and Data on instrumentation, integrations, data cleanliness, and measurement infrastructure.

• Supervise and develop the Lifecycle Marketing Manager.

• Manage patient lifecycle communications and behaviors within HubSpot, closely collaborating with tech and data on architecture, data hygiene, integrations, and governance.

• Outline the roadmap for automation, segmentation, and personalization across email, SMS, and other lifecycle communication channels.

• Collaborate with Tech and Data on integrations between HubSpot and other related systems (Luma, EMR, RCM platforms, intake tools).

• Define and oversee the lifecycle KPI framework, emphasizing consult attendance, treatment completion, and patient reactivation.

• Create a testing framework for the function, including A/B and incremental holdout testing to assess causal lift alongside top-line metrics.

• Design, implement, and analyze experiments that differentiate lifecycle-driven impact from baseline behavior.

• Build dashboards and reporting schedules that offer a unified view of lifecycle performance and incrementality.

• Govern all patient and marketing communication—channel strategy, contact frequency, message hierarchy, suppression rules, and brand voice.

• Manage sender infrastructure and consent architecture across email and SMS, ensuring domain authentication, list hygiene, preference centers, and TCPA-compliant opt-in/opt-out processes.

• Establish the operational model for collaboration among lifecycle, brand, intake, and operations teams regarding patient-facing messaging.

• Ensure all communications comply with HIPAA, TCPA, CAN-SPAM, and state-level healthcare marketing regulations; collaborate with Legal/Compliance on consent management, data handling, and audit preparedness.

• Stay informed on healthcare marketing regulations and platform policy updates (Apple MPP, Google deliverability changes, SMS carrier rules, etc.)

⛳️ Requirements

• 6–8 years of experience in lifecycle marketing managing intricate lifecycle journeys.

• Ideal candidates will have experience in the healthcare sector; preference for multi-location consumer healthcare, dental, or specialty care.

• Proven success in collaborating with RCM, intake/sales, and operations teams.

• Strong understanding of lifecycle metrics and frameworks, especially booking, attendance, completion, and reactivation.

• Demonstrated experience in establishing structured testing and experimentation frameworks (A/B and incremental holdout) to evaluate causal lift.

• Technical proficiency in email and SMS infrastructure, authentication (SPF, DKIM, DMARC, BIMI), deliverability and inbox placement, 10DLC registration, carrier filtering, and IP/domain reputation management.

• Proficient in CRM tools; experience with HubSpot is a plus.

• Highly analytical; skilled in Excel/Google Sheets and/or BI tools (Looker, Tableau, etc.).

• Familiarity with HIPAA and healthcare marketing compliance.

• Proven ability to leverage HIPAA-compliant AI as a force multiplier in predictive scoring, personalization, content generation/optimization, and automated QA/operations.

• Sufficiently hands-on to QA workflows, resolve data issues, and rigorously test campaign logic.

• Familiarity with emerging messaging channels (RCS Business Messaging, branded sender verification) and insights on strategic investments as the channel evolves.

• Exceptional communication skills; capable of influencing senior cross-functional leaders.

• Comfortable working in a dynamic, growth-driven environment with high performance expectations.

🏝️ Benefits

• Health insurance

• Professional development

• Paid time off