Manager, Lifecycle Marketing - Provider Network

BetterHelp is on a mission to remove the traditional barriers to therapy and 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 strategies that enhance the provider experience and align with BetterHelp’s mission.

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