Lifecycle Marketing Lead, Payer

Spring Health; New York (NY); Hybrid; USD 170,000 - 230,000; Full time

Benefits offered by this job

Health, Dental, Vision benefits

401(k) match

Mental health network visits

Paid time off

Parental leave

Wellbeing programs

Fertility care support

Tuition / professional development

Donation matching

Job summary

Spring Health is seeking a growth-minded Lifecycle Marketing Lead to own the end-to-end member journey for payer-supported care. This senior role blends strategy, automation, and data to boost activation, engagement, and health outcomes. You’ll partner with Product, Data, and Clinical teams in a hybrid NYC office, with 2–3 days on-site weekly.

We value 6–10+ years in lifecycle/CRM or growth marketing, a strong testing mindset, and hands-on experience with multi-channel journeys and Iterable.

Qualifications

• 6–10+ years in lifecycle, CRM, or growth marketing, ideally in a consumer healthtech organization.
• Proven experience building and scaling multi-channel, automated marketing journeys for a D2C audience.
• Deep familiarity with marketing automation platforms—Iterable strongly preferred.
• Strong analytical chops; you’re comfortable digging into data and surfacing actionable insights.

Responsibilities

• Design, execute, and optimize multi-channel marketing strategies (email, SMS, push, in-app) across the funnel—from sign-up to ongoing care.
• Build personalized, automated lifecycle journeys that reduce drop-off and increase care engagement.
• Identify friction points in the member lifecycle and develop targeted messaging to improve activation and retention.
• Partner with Product and Data teams to create timely interventions that influence behavior and health outcomes.
• Own a test-and-learn roadmap focused on optimizing performance across lifecycle campaigns.
• Run A/B and multivariate tests across creative, channel mix, timing, and segmentation strategies.
• Analyze behavioral data to build hypotheses and improve touchpoint relevance.
• Stay up-to-date on engagement strategies and bring innovative thinking to the table.
• Act as marketing lead for payer member experience, collaborating with Product, Data, Customer Success, and Clinical teams.
• Partner with Clinical Content and Creative to ensure empathetic, accurate, and brand-aligned messaging.
• Work with Martech to scale infrastructure and maintain operational excellence.
• Coordinate with lifecycle marketing team members to ensure a holistic experience across audiences.
• Define and own key lifecycle metrics for the payer segment and partner with Analytics to track performance.

Skills

Lifecycle marketing

CRM

Growth marketing

Iterable

Analytics

A/B testing

Tools

Iterable

Job description

Our mission: eliminating every barrier to mental health.

Spring Health is a global mental health company on a mission to eliminate every barrier to mental health. We're building a world where getting support is simple, personal, and built around the person, so care can continue through every job, move, health plan, and life stage. Our AI-native platform helps us deliver personalized support across self-guided tools, coaching, therapy, medication management, and specialty care. With outcomes independently validated by JAMA Network Open and the Validation Institute, Spring Health reaches more than 170 million people worldwide through leading employers, health plans, and partners. As an AI-native company, we believe technology should expand the reach, quality, and humanity of care. Every Spring Health team member is expected to use AI tools thoughtfully, apply human judgment to AI outputs, and keep building AI fluency in ways that support their role and our mission.

Spring Health is looking for a growth-minded Lifecycle Marketing Lead to own and optimize the end-to-end journey for our Spring members with payer coverage. This is a key individual contributor role focused on engaging members from the moment they sign up—through activation, ongoing care, and sustained mental health improvement.

You will develop and execute lifecycle marketing strategies that drive engagement, appointment bookings, and ultimately long-term health outcomes. Reporting to the Sr. Director of Member Growth, you’ll partner cross-functionally with Product, Customer Success, Data, and Member Engagement teams to build high-impact, scalable programs that deepen member engagement and deliver measurable value. This role is ideal for a senior lifecycle marketer with deep experience in D2C growth and retention, a strong testing mindset, and a passion for improving lives through mental healthcare. This is a full time hybrid role on our team with an in-office requirement of 2-3 days per week required working in-person in our NYC office. Occasional travel may be required for team or company events/meetings.

What you’ll do:

• Design, execute, and optimize multi-channel marketing strategies (email, SMS, push, in-app) that move members through the funnel—from sign-up and onboarding through to ongoing care and health outcomes.

• Build personalized, automated lifecycle journeys that reduce drop-off, drive follow-up actions, and increase the rate and frequency of care engagement.

• Identify friction points in the member lifecycle journey and develop targeted messaging and programs to improve activation, retention, and re-engagement.

• Partner with Product and Data teams to create timely, relevant interventions that influence behavior and health outcomes.

• Own a test-and-learn roadmap focused on optimizing performance across lifecycle campaigns.

• Run A/B and multivariate tests across creative, channel mix, timing, and segmentation strategies.

• Analyze behavioral and usage data to build hypotheses and improve touchpoint relevance.

• Stay up-to-date on engagement strategies and bring innovative thinking to the table.

• Act as the marketing lead for our Payer member experience, collaborating closely with Product, Data, Customer Success, and Clinical teams.

• Partner with Clinical Content and Creative to ensure all messaging is empathetic, accurate, and brand-aligned.

• Work with Martech to scale infrastructure and maintain operational excellence.

• Coordinate with other Lifecycle Marketing team members to ensure a holistic and consistent experience across audiences.

• Define and own key lifecycle metrics for the Payer segment such as onboarding completion, appointment booking rates, care engagement, and member retention.

• Partner with Analytics to track performance, uncover insights, and inform strategic decisions.

• Establish repeatable processes and ensure rigorous QA for all lifecycle campaigns and automations.

What success looks like in this role:

• Higher onboarding completion, appointment bookings, and follow-through with care.

• Lifecycle efforts that directly support and correlate with improved mental health outcomes.

• Ongoing testing and iteration leading to measurable lifts across key engagement metrics.

• You’re seen as a strategic, data-driven partner across Product, Customer Success, and Marketing teams.

• Campaigns and journeys are timely, personalized, QA’ed, and aligned with brand and legal standards.

How you’ll use AI in this role:

• Prioritize AI integration into your role — not generic AI usage, but how AI changes the way your job operates, including both the execution and the thinking work.

• Drive measurable efficiency and quality improvements; tracks impact and can point to specific, quantifiable gains.

• Distinguish between AI adoption metrics and AI value creation metrics — you can hold yourself accountable to producing better work, not just using AI more.

• identify workflows that should be AI-executed with human oversight, and build toward that

What you’ll bring:

• 6–10+ years in lifecycle, CRM, or growth marketing, ideally in a consumer healthtech organization.

• Proven experience building and scaling multi-channel, automated marketing journeys for a D2C audience.

• Deep familiarity with marketing automation platforms—Iterable strongly preferred.

• Strong analytical chops; you’re comfortable digging into data and surfacing actionable insights.

• Solid understanding of behavioral and personalized marketing tactics.

• Strong communication and collaboration skills, with experience working cross-functionally.

• Creative and resourceful, with a strong bias for action and testing.

• A genuine passion for mental health and a respect for the people behind the metrics.

• Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medical accounts HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs, depending on your plan type.

• Employer sponsored 401(k) match of up to 2% for retirement planning

• A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents.

• We offer competitive paid time off policies including vacation, sick leave and company holidays.

• At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents.

• Access to Noom, a weight management program—based in psychology, that’s tailored to your unique needs and goals.

• Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses.

• Access to Wellhub, which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription

• Access to BrightHorizons, which provides sponsored child care, back-up care, and elder care

• Up to $1,000 Professional Development Reimbursement a year.

• $200 per year donation matching to support your favorite causes.

Not sure if you meet every requirement? Research shows that women and people from historically underrepresented communities often hesitate to apply for roles unless they meet every qualification compared to other similarly-qualified candidates. At Spring Health, we are committed to fostering a workplace where everyone feels valued, empowered, and supported to Thrive.

Our privacy policy: https://springhealth.com/privacy-policy/

Spring Health is proud to be an equal opportunity employer. We do not discriminate in hiring or any employment decision based on race, color, religion, national origin, age, sex, marital status, ancestry, disability, genetic information, veteran status, gender identity or expression, sexual orientation, pregnancy, or other applicable legally protected characteristic. We also consider qualified applicants regardless of criminal histories, consistent with applicable legal requirements. Spring Health is also committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans. If you have a disability or special need that requires accommodation, please let us know.