Lifecycle Marketing Lead, Retention

Spring Health is transforming mental healthcare through innovative solutions that remove barriers, meet the needs of diverse populations, and deliver measurable impact for our customers. We partner with payers, providers, and employers to improve mental health outcomes at scale.

Spring Health is looking for a growth minded Lifecycle Marketing Lead, Retention to drive meaningful improvements across our member journey—specifically focused on increasing care utilization, improving appointment bookings, and maximizing member outcomes. Reporting to the Director of Lifecycle Marketing, this is a key individual contributor role that will lead retention strategies through high-impact lifecycle marketing programs and deeply collaborative cross-functional work.

This role is ideal for a senior lifecycle growth marketer with strong retention chops, experience working closely with product and engineering teams, and a passion for creating measurable, member-first impact. You’ll work closely with our Retention Pod (Product, Data, Design, Engineering, and Marketing) to own and scale marketing programs that reduce friction, increase member care utilization, and ultimately deepen member engagement.

What You’ll Be Doing

Own and Optimize Retention-Focused Lifecycle Programs

• Design, execute, and optimize multi-channel engagement strategies (email, push, SMS, in-app, and direct mail) to improve appointment bookings, follow-up rates, and ongoing care utilization.
• Lead end-to-end campaign strategy, messaging, targeting, and journey building for Spring members—from first appointment through long-term retention.
• Identify opportunities in the member experience where marketing can reduce drop-off, increase re-engagement, and accelerate time-to-care.
• Translate behavioral insights into personalized, automated experiences that drive measurable lift in member activity and health outcomes.

Lead Experimentation & Optimization

• Build and manage a robust experimentation roadmap to continuously improve performance through A/B testing, segmentation, and creative iteration.
• Collaborate with Product and Data teams to design testable hypotheses that align marketing efforts with product enhancements and behavioral nudges.
• Leverage behavioral and predictive signals to deliver highly relevant, personalized touchpoints at scale.

Cross-Functional Collaboration & Strategic Influence

• Act as the marketing lead within the Retention Pod—collaborating tightly with Product, Engineering, Data, and Design to build aligned strategies and shared goals.
• Partner with Clinical Content and Creative to craft messaging that supports both performance and empathy in the member experience.
• Help evolve our lifecycle marketing infrastructure and workflows in collaboration with Marketing Ops and Martech.
• Work with other lifecycle marketers to ensure a cohesive and robust member marketing lifecycle journey, from beginning to end. 

Measurement & Process Excellence

• Define and track key retention and engagement KPIs such as appointment booking rate, time to first appointment, rebooking rate, and drop-off reduction.
• Collaborate with BI and Analytics to surface insights, report performance, and guide strategic pivots.
• Uphold high QA standards, establish scalable processes, and ensure flawless execution of all campaigns and automations.

What Success Looks Like in This Role

• Increased Retention and Utilization: More members actively booking and attending appointments with measurable impact on revenue and outcomes.
• High-Impact Testing & Insights: Clear, ongoing experimentation that produces learnings and improves performance.
• Optimized Member Journeys: Thoughtfully sequenced and personalized experiences that convert passive members into engaged patients.
• Flawless Execution: Reliable, efficient delivery of campaigns and automations, backed by strong QA and operational rigor.
• Strong Cross-Functional Alignment: Trusted contributor within the Retention Pod and broader Lifecycle and Product teams, known for influence and insight.

What We’re Looking For

• 8-12+ years in lifecycle or growth marketing, ideally in healthtech, B2C/D2C, or mission-driven organizations.
• Deep expertise in marketing automation platforms (Iterable strongly preferred), including journey building, segmentation, and campaign execution.
• Strong channel knowledge across email, SMS, push, and in-app messaging.
• Experience driving engagement through behavioral and personalized marketing strategies.
• Excellent analytical and reporting skills; ability to translate data into meaningful insights and strategic action.
• Strong collaborator and communicator who thrives in cross-functional environments.
• Creative, resourceful, and process-oriented with a bias toward testing and action.
• Passion for mental health and a deep respect for the human beings behind the metrics.

The target base salary range for this position is $147,140 - $183,930, and is part of a competitive total rewards package including stock options and benefits. Individual pay may vary from the target range and is determined by a number of factors including experience, location, internal pay equity, and other relevant business considerations. We review all employee pay and compensation programs annually using Radford Global Compensation Database at minimum to ensure competitive and fair pay. 

Benefits provided by Spring Health:

Note: We have even more benefits than listed here and below, your recruiter will provide more in-depth information as you continue in the interview process. Benefits are subject to individual plan requirements and eligibility criteria.

• Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medical accounts HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs, depending on your plan type.
• Employer sponsored 401(k) match of up to 2% for retirement planning
• A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents.
• We offer competitive paid time off policies including vacation, sick leave and company holidays.
• At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents.
• Access to Noom, a weight management program—based in psychology, that’s tailored to your unique needs and goals. 
• Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses.
• Access to Wellhub,  which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription
• Access to BrightHorizons, which provides sponsored child care, back-up care, and elder care
• Up to $1,000 Professional Development Reimbursement a year.
• $200 per year donation matching to support your favorite causes.