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About the Role

Spring Health is seeking a growth-minded Lifecycle Marketing Lead to own and optimize the end-to-end journey for members with payer coverage. This role focuses on engaging members from sign-up through activation, ongoing care, and sustained mental health improvement, driving engagement and appointment bookings to improve long-term health outcomes.

Responsibilities

Design, execute, and optimize multi-channel marketing strategies (email, SMS, push, in-app) to move members through the funnel.
Build personalized, automated lifecycle journeys to reduce drop-off, drive follow-up actions, and increase 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 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 for a holistic and consistent experience.
Define and own key lifecycle metrics for the Payer segment.
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.
Prioritize AI integration into the role, driving measurable efficiency and quality improvements.
Identify workflows that should be AI-executed with human oversight.

Requirements

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 skills; 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.

Skills

Lifecycle marketing
CRM
Growth marketing
D2C growth and retention
Testing mindset
AI tools
Email marketing
SMS marketing
Push notifications
In-app messaging
Marketing automation platforms
Iterable
Data analysis
Behavioral marketing
Personalized marketing
Communication
Collaboration
Creative thinking
Problem-solving

Location

Work Type

Full-time
Hybrid

Experience Level

Senior

Benefits

Health, Dental, Vision benefits start on your first day
Access to One Medical accounts
HSA and FSA plans available, with Spring contributing up to $1K for HSAs
Employer sponsored 401(k) match of up to 2%
Yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents
Competitive paid time off policies including vacation, sick leave and company holidays
Parental leave (18 weeks for birthing parents, 16 weeks for non-birthing parents) at 6 months tenure
Access to Noom, a weight management program
Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses
Access to Wellhub for fitness, mindfulness, nutrition, and sleep
Access to BrightHorizons for sponsored child care, back-up care, and elder care
Up to $1,000 Professional Development Reimbursement a year
$200 per year donation matching

About the Company

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.
Our AI-native platform helps us deliver personalized support across self-guided tools, coaching, therapy, medication management, and specialty care.
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.

Equal Opportunity

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.