Manager, Lifecycle Marketing - Provider Network

BetterHelp is on a mission to make mental health care more accessible to everyone. As the Manager of Lifecycle Marketing for the Provider Network, you will lead engagement and retention efforts, developing data-driven strategies to enhance provider experiences and satisfaction.

Responsibilities:

• Develop and execute lifecycle marketing programs that support provider acquisition, onboarding, activation, engagement, retention, and reactivation
• Design segmented and personalized messaging strategies tailored to different provider cohorts (e.g., tenure, specialty, activity level, performance indicators)
• Partner with Product, Clinical, Provider Operations, and Brand teams to align lifecycle campaigns with product updates, policy changes, educational initiatives, and business priorities
• Build automated workflows and behavioral triggers that guide providers through key lifecycle stages and encourage healthy platform engagement
• Run A/B tests and multivariate experiments to optimize messaging, timing, channel mix, and engagement strategies
• Analyze campaign performance and provider behavior data to identify friction points, churn signals, and engagement opportunities
• Support the development and maintenance of a provider lifecycle roadmap that drives measurable improvements in retention, satisfaction, and long-term value
• Collaborate with Analytics to develop dashboards and reporting that surface actionable insights related to provider activation, engagement, and churn
• Ensure communications reflect BetterHelp’s mission, clinical integrity, and commitment to provider well-being
• Stay current on lifecycle best practices, CRM tools, and marketplace engagement strategies to continuously improve the provider experience

Requirements:

• 4–7 years of experience in CRM, lifecycle marketing, or related fields
• Strong understanding of customer/provider journey mapping, segmentation, and lifecycle optimization
• Demonstrated experience driving engagement and retention strategies
• Hands-on experience with modern ESPs and marketing automation platforms (e.g., Iterable, Salesforce Marketing Cloud, Braze, Klaviyo, etc.)
• Comfort working with behavioral and operational data to inform decision-making
• Strong analytical mindset with experience interpreting dashboards and translating insights into execution
• Experience running A/B tests and performance optimization across one or more channels (email, SMS, push, in-app)
• Strong cross-functional collaboration skills; experience partnering with Product, Operations, Analytics, and Brand teams
• Familiarity with privacy regulations and communication compliance best practices (e.g., GDPR, CAN-SPAM, TCPA)
• Experience working in two-sided marketplaces, subscription businesses, or high-growth consumer or platform environments preferred
• Experience engaging professional audiences (e.g., clinicians, contractors, service providers) is a plus