Summary of the Lifecycle Marketing Lead - Health Plans/Health Systems job at lyrahealth

Journey Design & Execution: Map out and launch comprehensive, multi-channel communication journeys (email, SMS, and in-app) that seamlessly guide members from their first login to active care utilization.

Onboarding & Retention Programs: Own the acquisition and onboarding experience, developing creative and programmatic strategies to successfully welcome new members and re-engage those who haven't entered care.

Cross-Functional Collaboration: Partner closely with Product and Operations to align member experience, the Manager of Marketing Operations to ensure technical implementation is flawless, and with the Marketing Strategy team to maintain brand voice alignment.

Campaign Optimization: Lead structured A/B testing frameworks to experiment with messaging hooks, content formats, and delivery timing to maximize member engagement and trust.

Audience Personalization: Use member insights and behavioral trends to create tailored messaging tracks, ensuring different member demographics receive care instructions that resonate with their unique needs.

Performance Reporting: Track and evaluate the overall health of member engagement channels, translating campaign metrics into strategic insights for marketing leadership.

4+ years of experience leading lifecycle marketing, customer retention, or brand engagement campaigns, with a strong emphasis on B2C or B2B2C user journeys.

Campaign Experience: Proven track record of managing multi-channel communication programs (email, push, or SMS) and collaborating with operations teams to deploy them.

Empathetic Storyteller: Superb communication skills, with a proven ability to address sensitive, high-stakes topics like healthcare and mental wellness with nuance and warmth.

Strategic Thinker: Strong understanding of consumer behavior, user psychology, and how to motivate audiences to take action through timely communication.

Project Management Expert: Highly organized with a history of cross-functionally coordinating complex marketing campaigns from concept through to launch.

Experience working in consumer-facing health, wellness, or mission-driven industries.

Experience running campaigns that require coordination across multiple distinct user personas or business verticals.

Familiarity with user testing, creative asset management, and working alongside design and content teams.

A deep passion for mental health advocacy and transforming the healthcare landscape.