Head of Lifecycle Marketing

Who are we and why should you join us?

BetterHelp is on a mission to remove the traditional barriers to therapy and make mental health care more accessible to everyone. Founded in 2013, we are now the world’s largest online therapy service – providing affordable and convenient therapy across the globe. Our network of over 30,000 licensed therapists has helped millions of people take ownership of their mental health and change their lives forever. And we’re not stopping there – as the unmet need for mental health services continues to grow, BetterHelp is committed to being part of the solution.

As the Head of Lifecycle Marketing at BetterHelp, you’ll join a diverse team of licensed clinicians, engineers, product pros, creatives, marketers, and business leaders who share a passion for expanding access to therapy. And as a mental health company, we take employee mental health just as seriously as we do our mission. We seriously invest in our team’s well-being and professional development, because we know that business and individual growth go hand-in-hand. 

At BetterHelp, you’ll carve your own path, make an immediate impact, and be challenged every day – with a supportive community behind you the whole way. 

What are we looking for?

We are seeking a strategic, data-driven Head of Lifecycle Marketing to lead and scale lifecycle strategy across our multi-sided marketplace - serving D2C members, our therapist network, and our B2B business.  

This leader will own the end-to-end lifecycle vision across all customer and provider touchpoints, driving engagement, retention, reactivation, and lifetime value across audiences. As the head of LCM, you will architect cohesive, data-driven lifecycle strategies that align product experience, brand, messaging, and business outcomes across multiple lines of business.

You will partner closely with Executive Leadership, Product, Data Science, Analytics, Engineering, Brand, and B2B stakeholders to ensure lifecycle marketing is embedded across the organization. This role requires a leader who can operate at both strategic and operational altitudes - setting long-term vision while ensuring world-class execution.

By leveraging data and experimentation, you will create and refine automated journeys that enhance the customer experience and deliver measurable growth in key business KPIs. This is a high-impact leadership role for a lifecycle expert who thrives at the intersection of marketing, technology, and data.

What will you do?

Lifecycle Vision & Strategy

• Define and own the company-wide lifecycle marketing vision across D2C members, therapists, and B2B clients.
• Develop differentiated yet cohesive lifecycle strategies tailored to each audience while aligning to overall company growth objectives.
• Oversee lifecycle programs supporting:
• Member onboarding, engagement, retention, and reactivation
• Therapist acquisition, activation, engagement, and retention
• B2B client lead generation, onboarding, utilization and renewal
• Translate business priorities and customer insights into scalable lifecycle programs that drive retention, expansion, utilization, and LTV across all segments.
• Serve as the executive subject matter expert on lifecycle strategy and customer journey orchestration.

Growth & Performance Accountability

• Own lifecycle-driven contribution to key business metrics, including LTV, retention, churn reduction, utilization, expansion revenue, and subscriber growth.
• Establish rigorous experimentation frameworks to measure incremental impact.
• Partner with Finance and Analytics to forecast, model, and report lifecycle impact on enterprise performance.
• Build scalable segmentation strategies informed by behavioral, predictive, and value-based modeling.

Technology & Infrastructure Leadership

• Own the lifecycle marketing technology roadmap, including ESP (Iterable) and related engagement platforms.
• Drive innovation in automation, orchestration, AI-driven personalization, and cross-channel optimization.
• Ensure operational excellence, deliverability, compliance, and scalability across a growing business ecosystem.<