Director Lifecycle Marketing

About the role

We are seeking a Lifecycle Marketing Director to define, own, and evolve our end-to-end patient and provider lifecycle strategy, spanning onboarding, activation, early care, retention, and reactivation. This is a senior leadership role at a critical inflection point in Talkiatry's growth, with real scope to build the lifecycle engine that will carry the company through its next phase.

Responsibilities

• Own the lifecycle vision and roadmap across the full patient journey, from Intake through Booking, Visit, Retention, and Reactivation, ensuring each stage is connected, instrumented, and optimized
• Define lifecycle KPIs including No show late cancel, visit completion, retention, and LTV, and align them explicitly to company goals and investor priorities
• Establish a structured experimentation framework that generates compounding learning and drives incremental lift across the lifecycle
• Balance short-term performance optimization with longer-term infrastructure investment, making explicit tradeoffs and communicating them clearly to leadership
• Define and maintain the governance model for lifecycle communications, including naming conventions, suppression logic, frequency controls, and documentation standards
• Experimentation, AI, and Growth
• Develop and prioritize a test roadmap grounded in behavioral insight, data analysis, and a clear theory of where the highest-leverage opportunities exist
• Partner with Analytics and Data Engineering to measure incremental impact, define success metrics, and hold experiments to a rigorous incrementality standard before scaling
• Actively drive the integration of AI and machine learning capabilities into the lifecycle stack, including send-time optimization, propensity modeling, predictive segmentation, and dynamic content, treating each as a hypothesis to validate rather than a capability to adopt uncritically
• Partner with Data Science and Engineering to bring machine learning signals, including no-show risk, churn risk, and engagement propensity, into lifecycle triggers and journeys in ways that are measurable, compliant, and incrementally proven
• Identify lifecycle gaps and friction points across the funnel and translate them into a prioritized roadmap with clear expected impact
• Scales high-performing experiments into durable, automated programs
• Cross-Functional Leadership
• Partner with Product and Engineering to define event coverage needs, data requirements, and lifecycle infrastructure priorities, ensuring the platform can support the strategy
• Align with Clinical Operations and PCC teams to ensure the lifecycle experience is consistent, coordinated, and appropriate for a healthcare context
• Collaborate with Marketing Technology and Systems teams to ensure scalable, compliant activation across all channels
• Represent lifecycle strategy and performance in executive reviews, translating complex data and program performance into clear, concise narratives that drive alignment and decisions
• Team Leadership and Operational Rigor
• Build, lead, and mentor a multidisciplinary lifecycle team spanning creative, analytical, and technical functions, with a focus on developing ownership and strategic capability at every level
• Establish documentation, governance, and operational frameworks that reduce dependency on tribal knowledge and make the team more scalable and resilient
• Create quarterly planning and resource allocation frameworks that connect team priorities directly to business outcomes
• Create a culture of experimentation, learning, and accountability where the team iterates quickly, measures honestly, and builds on what works

Qualifications

8 or more years of experience in lifecycle, growth, or CRM marketing, with a track record of driving measurable outcomes at scale in high-growth environments

Demonstrated experience leading and developing multidisciplinary teams, with the ability to coach both analytical and creative talent

Strong experimentation background with deep fluency in incrementality measurement, KPI modeling, and funnel diagnostics

A genuine point of view on how AI and machine learning can and should be applied in lifecycle marketing, paired with the analytical rigor to evaluate new capabilities critically, the judgment to sequence them correctly, and the credibility to bring skeptical stakeholders along

Navigating regulated environments, with HIPAA familiarity strongly preferred

Deep understanding of CRM platforms, marketing automation, and data-driven lifecycle strategy, including how data infrastructure and platform decisions enable or constrain marketing capability

Exceptional stakeholder management and executive communication skills, including the ability to distill complex programs into clear narratives that drive alignment and decisions at the leadership level

Analytical fluency and strong commercial judgment, with the ability to connect lifecycle performance directly to business and financial outcomes