Director of Lifecycle Marketing

Key Responsibilities

• Patient Lifecycle Ownership & Strategic Partner
• 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 (email, SMS, front desk, in-clinic, direct mail) and prioritize the highest-leverage interventions at each stage
• Translate operational realities (no-show patterns, intake bottlenecks, insurance authorization timing, post-treatment follow-up gaps) into communications strategies that drive measurable outcomes
• Champion AI across the lifecycle function, e.g. predictive modeling (no-show, conversion, reactivation), personalization, content generation, and agentic automation for QA, deliverability monitoring, and anomaly detection
• Partner with Ops on NPS and reputation-focused automations (review requests, survey triggers, detractor routing)
• Partner with Tech and Data on instrumentation, integrations, data hygiene, and measurement infrastructure
• Manage and develop the Lifecycle Marketing Manager

CRM & Marketing Automation

• Own patient lifecycle communications and behavior within HubSpot, partnering closely with tech and data on architecture, data hygiene, integrations, and governance
• Define the roadmap for automation, segmentation, and personalization across email, SMS, and other lifecycle channels
• Partner with Tech and Data on integrations between HubSpot and adjacent systems (Luma, EMR, RCM platforms, intake tools)

KPIs, Testing & Incremental Lift

• Define and own the lifecycle KPI framework, with particular focus on consult attendance, treatment completion, and patient reactivation
• 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

Governance, Communications & Compliance

• Own governance for all patient and marketing communication—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 ops teams coordinate on patient-facing messaging
• Ensure all communications meet HIPAA, TCPA, CAN-SPAM, and state-level healthcare marketing requirements; partner with Legal/Compliance on consent management, data handling, and audit readiness
• Stay current on healthcare marketing regulations and platform policy changes (Apple MPP, Google deliverability shifts, SMS carrier rules, etc.)