Lead Lifecycle Marketing Manager, Growth

We're hiring a Lead Lifecycle Marketing Manager, Growth to own lifecycle marketing for our Growth pod — the team responsible for driving conversion and activation of prospective members. You'll own the messaging strategy and execution across the full prospect journey: Lead → Plan Subscription, Plan Subscription → Booking Confirmation, and Booking Confirmation → Activation. This is a strategist-and-builder role. You'll set the lifecycle strategy for the funnel, but you'll also build it — hands-on, in our marketing automation platform, using workflow logic, audience segmentation, and hand-coded email development. You're expected to use AI tools to do this faster and better, not slower and more manually — from AI-assisted email coding to using AI to speed up analysis, QA, and the day-to-day mechanics of running a lifecycle program. Personalized, behavior-based journeys are our strongest lever for improving conversion today, and you'll be the person who designs, builds, ships, and iterates on them. You'll report to Mark Hayes, SVP of Product, and partner closely with our Principal PM of Growth, Sr. Director of Performance Marketing, Sr. Director of Data Analytics, and a Growth Analyst. You'll also be a peer to our Lead Lifecycle Marketing Manager focused on post-activation member engagement and retention — the two of you will share craft, tooling, and best practices across the pre- and post-activation lifecycle. What you’ll be doing as Lead Lifecycle Marketing Manager, Growth: Own lifecycle strategy and execution across the acquisition funnel. Design, build, and optimize behavior-based journeys across Lead → Plan Subscription, Plan Subscription → Booking Confirmation, and Booking Confirmation → Activation. Attack the highest-friction moments in the funnel. Focus near-term investment on lower-intent audiences, scheduling drop-off, cancellations, and no-shows — the moments where personalization has the most leverage today. Build, not just brief — with AI as your force multiplier. Translate strategy into production-ready campaigns yourself: workflow configuration, audience segmentation, targeting logic, and hand-coded HTML/CSS email development, without reliance on drag-and-drop builders. Use AI to run a leaner, faster lifecycle program. Look for opportunities to apply AI across the day-to-day of the role — campaign QA, segment definitions, briefs, reporting, analysis — so more of your time goes to strategy and higher-leverage work. Expand personalization into new drop-off points. Extend behavior-based journeys into additional intake and post-purchase drop-off points, and refresh legacy nurture content for further optimization. Optimize the path to activation. Refresh pre-appointment reminder messaging and build out recovery journeys for members who stall between booking and attending their first appointment. Partner with Product on the funnel end-to-end. Work side-by-side with the Principal PM, Growth to design and test the messaging touchpoints (email, SMS) that move prospects through the on-site funnel. Build and enhance the measurement layer for lifecycle performance. Partner with Analytics to stand up an LTV-attribution framework for lifecycle — key information that informs additional lifecycle investments. Look ahead to the next wave of personalization. Explore customizing journeys by payer and source channel, improving our lead program, and refreshing core lifecycle creative. Develop the KPIs that tell us if it's working. Define and track the metrics that gauge lifecycle's impact on conversion and activation; use data to prioritize your own roadmap. Requirements : 5+ years of experience owning B2C lifecycle marketing programs, ideally with direct ownership of an acquisition or activation funnel (not just post-purchase retention). Hands-on proficiency in enterprise marketing automation platforms (e.g., , Braze, Iterable), including building and managing complex lifecycle workflows, audience segmentation, targeting logic, and dynamic HTML/CSS email development without reliance on drag-and-drop builders. Comfort operating as both strategist and builder — you can set the strategy and then personally build the campaign that executes it. Fluency with AI tools as part of how you work — you use them to write and debug email code faster, and to speed up the day-to-day mechanics of lifecycle marketing (analysis, QA, documentation). This is in addition to, not instead of, hands-on HTML/CSS competence — you can read, debug, and hand-modify email code yourself without relying on AI to do it for you. Strong quantitative and analytical skills; a track record of using data and hypothesis testing to prioritize and optimize lifecycle programs, not just to report on them. Demonstrated ability to partner with Product and Analytics as a peer — co-designing funnel and messaging strategy together, not executing a brief handed to you. A track record of driving measurable improvement in conversion, activation, or engagement metrics, and of explaining the "why" behind the result. Comfort with ambiguity and autonomy — you'll be the dedicated lifecycle owner for this funnel and will need to define your own roadmap. Experience partnering with creative/design and analytics teams to ship campaigns end-to-end. Experience working with health tech or other regulated industries a plus. BA/BS degree or equivalent knowledge or experience. Nice to Have : Experience building or contributing to an LTV or multi-touch attribution framework. Experience personalizing journeys by acquisition channel, payer, or other structured audience dimensions. Prior experience re-engaging dormant or lapsed leads at scale. Experience building AI-assisted workflows or tooling to increase personal or team output (e.g., prompt-driven QA checklists, AI-assisted campaign documentation, custom scripts or agents for repetitive lifecycle tasks). Benefits: A competitive salary Stock options so you have equity Fully paid for comprehensive health care (medical, dental, vision) Pet Insurance Life Insurance & Short / Long Term Disability 401k Plan Unlimited PTO and sick leave Parental Leave Work remotely and whatever schedule works best for you Additional memberships and perks Work Environment & Culture At Brightside Health, you’ll join a fully remote, mission-driven team that values flexibility and impact. You’ll collaborate with professionals across engineering, product, and clinical teams, all dedicated to transforming mental healthcare. Our culture fosters continuous learning, empathy, and cross-functional collaboration. We celebrate diversity and are committed to equal employment opportunities based on merit, competence, and performance. Research shows that underrepresented groups often apply only if they meet 100% of the listed criteria—we encourage women, people of color, and LGBTQ+ job seekers to apply even if they don’t check every box. Compensation & Hiring Commitment Final offers are determined by multiple factors, including location, experience, and expertise. If you have questions about compensation bands, please ask your recruiter. At Brightside, we recognize that building life-changing technology for mental health is both a responsibility and a privilege. We set high standards while ensuring every team member is valued, trusted, and empowered in an environment driven by inclusion and impact. Brightside Health delivers life-changing virtual mental healthcare to everyone who needs it. We are powered by proprietary AI, purpose-built technology, a world-class clinician network, and a care model that rivals the best of in-person treatment. With precision psychiatry and leading-edge therapeutic techniques, we’re able to improve outcomes for those with mild-to-severe clinical depression, anxiety, and other mood disorders. Our innovative approach has earned recognition from leading publications such as Healthline, Fortune, and Forbes, naming us ' Most Comprehensive ,' and ' Best Online Therapy for Anxiety and Depression . ' We take an action-oriented, purposeful approach with everything we do and seek out team members who value collaboration and thoughtful prioritization. As a result, our organization is looking for the brightest and most innovative talent in the industry. We can promise you that, as a member of the Brightside team, you’ll have the opportunity to collaborate alongside smart and driven people while growing your professional skills.