Marketing Manager, Lifecycle

About The CompanyBetterHelp is a pioneering leader in the mental health care industry, committed to removing traditional barriers to therapy and making mental health services more accessible worldwide. Established in 2013, BetterHelp has grown to become the world's largest online therapy platform, offering affordable and convenient mental health support to millions across the globe. Our extensive network of over 30,000 licensed therapists enables us to deliver personalized care tailored to individual needs, empowering users to take control of their mental well-being and transform their lives. As the demand for mental health services continues to rise, BetterHelp remains dedicated to expanding access and innovating solutions to meet this critical need.About The RoleWe are seeking a highly motivated and results-oriented Manager of Lifecycle Marketing for our Provider Network. In this role, you will be instrumental in shaping the end-to-end provider journey—from onboarding and activation through ongoing engagement, retention, and advocacy. You will develop and execute data-driven lifecycle marketing strategies designed to enhance the provider experience, increase satisfaction, and reduce churn. Collaborating closely with cross-functional teams including Product, Provider Operations, Analytics, Clinical, and Brand, you will craft personalized and scalable communication journeys across multiple channels such as email, SMS, push notifications, and in-app messaging. Your expertise in CRM and lifecycle marketing will be vital in optimizing provider engagement, ensuring alignment with BetterHelp’s mission, and contributing to the overall growth and success of our provider network.Qualifications4–7 years of experience in CRM, lifecycle marketing, or related fieldsExperience working in two-sided marketplaces, subscription-based businesses, or high-growth consumer/platform environments (preferred)Strong understanding of customer/provider journey mapping, segmentation, and lifecycle optimizationProven track record of driving engagement and retention strategiesHands-on experience with modern ESPs and marketing automation platforms such as Iterable, Salesforce Marketing Cloud, Braze, or KlaviyoComfort working with behavioral and operational data to inform decision-makingStrong analytical skills with the ability to interpret dashboards and translate insights into actionExperience running A/B tests and optimizing multi-channel campaigns (email, SMS, push, in-app)Excellent cross-functional collaboration skills, with experience partnering with Product, Operations, Analytics, and Brand teamsKnowledge of privacy regulations and communication compliance standards (e.g., GDPR, CAN-SPAM, TCPA)Engagement with professional audiences such as clinicians or service providers is a plusResponsibilitiesDevelop and implement lifecycle marketing programs supporting provider acquisition, onboarding, activation, engagement, retention, and reactivationDesign segmented and personalized messaging strategies tailored to various provider cohorts based on tenure, specialty, activity level, and performance metricsPartner with Product, Clinical, Provider Operations, and Brand teams to align campaigns with product updates, policy changes, educational initiatives, and business prioritiesBuild automated workflows and behavioral triggers to guide providers through key lifecycle stages and promote platform engagementConduct A/B testing and multivariate experiments to optimize messaging, timing, channel mix, and overall engagement strategiesAnalyze campaign performance and provider behavior data to identify friction points, signals of churn, and opportunities for growthSupport the development and maintenance of a comprehensive provider lifecycle roadmap aimed at improving retention, satisfaction, and long-term valueCollaborate with Analytics to create dashboards and reports that surface actionable insights related to provider activation, engagement, and churnEnsure all communications reflect BetterHelp’s mission, uphold clinical integrity, and prioritize provider well-beingStay informed on the latest lifecycle marketing best practices, CRM tools, and engagement strategies to continuously enhance the provider experienceBenefitsCompetitive salary range of $120,000 - $160,000, commensurate with experiencePerformance-based bonus opportunitiesHolistic perks program including free therapy sessions, employee wellness initiatives, and moreComprehensive health, dental, and vision insurance coverage401(k) plan with employer matching contributionsRemote work flexibility with occasional in-person team bonding and collaboration trips to San Jose, CA, covered by the companyAccess to the latest hardware and software tools to support productivity and comfortOpportunity to work in a mission-driven organization that is changing lives and making a meaningful impactSupportive community of professionals dedicated to growth and innovationEqual OpportunityAt BetterHelp, we are committed to fostering an inclusive and diverse work environment. We are proud to be an Equal Opportunity Employer and do not discriminate against any applicant or employee based on age, race, ethnicity, religion, sex, gender identity, sexual orientation, medical condition, marital status, parental status, disability, veteran status, or any other characteristic protected by law. We believe that diversity drives innovation and excellence, and we welcome candidates from all backgrounds to join our team.