Lifecycle Marketing Generalist (Patient Experience)

Headway; United States; Hybrid; USD 120,000 - 180,000; Full time

Job summary

Headway is seeking a lifecycle marketer to own the owned-channel relationship with patients from first contact through long-term care, using email, SMS, push, and in-app messaging to support access to mental health care.

You will design and run campaigns, collaborate with Product and Data to optimize journeys, and work with Engineering to instrument events and with Data Science to bring predictive signals to lifecycle personalization.

Qualifications

• 6+ years building lifecycle programs hands-on.
• Experience designing and analyzing A/B tests in lifecycle.
• Active practitioner with AI tools in current work.
• Fluency with Iterable or Braze or comparable consumer lifecycle tools.

Responsibilities

• Own design and execution of lifecycle campaigns across email, SMS, push, and in-app.
• Collaborate with Product and Data to optimize the patient journey.
• Instrument events with Engineering and work with Data Science on personalization.
• Run triggered lifecycle journeys from activation to retention.
• Lead segmentation end-to-end and QA campaign logic without data tickets.
• Design and run A/B and multivariate tests to measure incrementality.
• Build and maintain an experimentation roadmap prioritizing impact.

Skills

Lifecycle marketing

Email marketing

SMS marketing

Push notifications

In-app messaging

A/B testing

Multivariate testing

Data collaboration

Tools

Iterable

Braze

Job description

• Headway’s patient lifecycle function is a blank canvas. You will build the owned-channel relationship with every Headway patient from first contact through long-term care, using email, SMS, push, and in-app messaging to help people access and sustain mental health care
• You will build and run campaigns yourself, working cross-functionally with Product and Data to design and optimize the full patient journey
• You will work directly with Engineering to instrument events and ship notification infrastructure, and with Data Science to bring model-driven personalization to lifecycle at
• Design and build triggered lifecycle journeys across email, SMS, push, and in-app — from welcome and activation through re-engagement and long-term retention
• Own segmentation end-to-end: pull audiences, validate event data, and QA campaign logic without a data ticket for every audience build
• Design and run A/B and multivariate tests; measure incrementality through holdouts and downstream conversion, not opens and clicks
• Build from a queue of campaign ideas and backlog
• Partner with Product to align lifecycle programs to product milestones and patient-facing features
• Work with Engineering to instrument behavioral events and build the notification infrastructure that powers lifecycle
• Collaborate with Data Science to bring predictive signals — churn propensity, appointment readiness — into campaign triggers and personalization logic
• Build and maintain an experimentation roadmap prioritized by expected impact on patient activation and retention

Consumer health, wellness, subscription, or financial services background — you understand users where trust is fragile and the product is deeply personalHave personally designed, run, and analyzed A/B tests in lifecycle. You can explain what a holdout group is and why it matters6+ years building lifecycle programs hands-on — email, SMS, and at least one of push or in-appActive practitioner with AI tools — you use them in your work today, not just in conversationDeep platform fluency in Iterable, Braze, or a comparable consumer lifecycle toolComfortable in ambiguity: no playbook. You see that as the opportunityComfortable with data: you can pull a segment, validate event data, and QA a campaign flow without filing a data ticket