Director of Lifecycle Marketing

About the role

The is responsible for owning the patient journey from the very first inquiry through booking, attendance, treatment completion, and reactivation. This role focuses on preventing dropoff and speeding up the path to treatment within a high-consideration healthcare setting. You will act as a strategic partner to Revenue Cycle Management, Patient Intake, Tech and Data, and Operations teams. A core part of the position involves owning HubSpot as the central system that connects these functions and defining the lifecycle KPI framework. You will also establish the testing and measurement methodology and own governance for all patient and marketing communications. In addition, you will manage and develop the Lifecycle Marketing Manager while staying close enough to QA campaigns, troubleshoot workflows, and pressure-test the data.

Key facts

What you'll do

Own the patient lifecycle end-to-end, with strategic accountability across booking, attendance, treatment completion, and reactivation.

Identify dropoff points across digital and offline touchpoints including email, SMS, front desk, in-clinic, and direct mail, and prioritize the highest-leverage interventions at each stage.

Translate operational realities such as no-show patterns, intake bottlenecks, insurance authorization timing, and post-treatment follow-up gaps into communications strategies that drive measurable outcomes.

Champion AI across the lifecycle function, for example predictive modeling for no-show, conversion, and reactivation, personalization, content generation, and agentic automation for QA, deliverability monitoring, and anomaly detection.

Partner with Operations on Net Promoter Score and reputation-focused automations including review requests, survey triggers, and detractor routing.

Partner with Tech and Data on instrumentation, integrations, data hygiene, and measurement infrastructure.

Manage and develop the Lifecycle Marketing Manager while setting the strategic vision and staying close enough to pressure-test the work.

Define the roadmap for automation, segmentation, and personalization across email, SMS, and other lifecycle channels within HubSpot.

Establish the testing framework for the function, including A/B and incremental holdout testing to measure causal lift in addition to topline metrics.

Design, instrument, and analyze experiments that distinguish lifecycle-driven impact from baseline behavior.

Build dashboards and reporting cadences that provide a shared view of lifecycle performance and incrementality.

Own governance for all patient and marketing communication including channel strategy, contact frequency, message hierarchy, suppression rules, and brand voice.

Own sender infrastructure and consent architecture across email and SMS, including domain authentication, list hygiene, preference centers, and TCPA-compliant opt-in/opt-out flows.

Establish the operating model for how lifecycle, brand, intake, and operations teams collaborate on workflows, SLAs, and data sharing.

Define the content architecture for lifecycle journeys, ensuring scalability, compliance, and alignment with clinical and brand standards.

Run lifecycle performance reviews with operations and revenue teams to surface insights, prioritize fixes, and track the impact of changes.

Contribute to hiring and tooling decisions that strengthen the lifecycle function and support sustainable growth.

Requirements

Candidates must have a strong background in lifecycle marketing within a regulated industry such as healthcare or financial services.

You must bring experience owning a CRM and marketing automation platform, ideally HubSpot, and demonstrate a track record of managing complex lifecycle journeys.

A history of defining KPIs, building dashboards, and running experiments to prove incremental business impact is essential for this role.

You should have experience partnering with data and analytics teams to ensure instrumentation, data quality, and reliable measurement.

Strong understanding of compliance and consent in email and SMS marketing, including TCPA and HIPAA considerations, is required.

Experience with AI applications in marketing, such as predictive modeling, personalization, and agentic automation, is expected.

You must have managed a team of marketers or growth professionals and be comfortable making data-driven decisions in a fast-paced environment.

A proven ability to collaborate with cross-functional stakeholders including Revenue Cycle Management, Sales, Operations, and Technology is necessary.

Nice to have

Preferred experience in high-consideration healthcare services, especially within vein care, aesthetics, or urgent care settings.

Background in implementing patient intake, revenue cycle, or EMR/EHR integrations.

Familiarity with telehealth or hybrid care delivery models.

Experience with reputation management systems, review generation, and detractor recovery workflows.

Knowledge of medical billing, insurance authorization workflows, and patient financial experience challenges.

Practical notes

This role is US Remote.

Review and selection process details are available upon request.