Senior Manager, Lifecycle Marketing - BetterHelp Business

BetterHelp is the world’s largest online therapy service, aiming to make mental health care more accessible. The Senior Manager, Lifecycle Marketing for BetterHelp for Business will drive the lifecycle marketing strategy, focusing on engagement and retention for employer-sponsored populations.

Responsibilities:

• Own the lifecycle marketing strategy for employer and EAP partnerships, driving utilization, activation, engagement, and retention across covered populations
• Develop scalable frameworks for onboarding new employer groups and launching lifecycle journeys aligned with contractual and benefit structures
• Design segmentation strategies for employer-provided employee lists, accounting for engagement likelihood, demographics, tenure, and eligibility structure
• Develop thoughtful awareness and activation campaigns that introduce the benefit, build trust, reduce stigma, and clearly communicate value
• Optimize messaging cadence and channel mix (email, SMS where applicable, in-product touchpoints, employer toolkits) to drive engagement without oversaturation
• Partner with Account Management to support custom campaigns for key clients
• Build automated nurture journeys that guide interested employees from awareness to account creation, therapist match, and first session completion
• Use behavioral triggers to personalize communication based on browsing behavior, sign-up progress, and early engagement signals
• Ensure messaging reinforces trust, confidentiality, and clinical integrity
• Define KPIs across the full funnel: list engagement rate, account creation rate, first session conversion, activation time, session frequency, and retention
• Lead experimentation strategy (A/B and multivariate testing) across messaging, timing, channel, and content
• Partner with Analytics to build dashboards and attribution models that connect lifecycle initiatives to utilization and revenue outcomes
• Present performance insights and strategic recommendations to senior leadership and cross-functional stakeholders
• Collaborate with Sales and Account Management to align lifecycle strategies with employer needs and renewal goals
• Partner with Legal and Compliance to ensure communications meet privacy regulations (HIPAA considerations, GDPR, CAN-SPAM, TCPA where applicable)
• Work closely with Brand and Clinical teams to ensure messaging is empathetic, stigma-reducing, and aligned with mental health best practices

Requirements:

• Ability to work in the US and travel to our San Jose, California office up to three times per year plus an additional company offsite
• 7+ years of experience in lifecycle marketing, CRM, growth, or engagement marketing, with at least 2–3 years in a strategic or leadership capacity
• Experience in B2B2C models, ideally in healthcare, benefits, EAP, or subscription-based services
• Proven experience building and optimizing full-funnel lifecycle programs from awareness through retention
• Strong expertise in segmentation, journey orchestration, and marketing automation platforms (e.g., Iterable, Salesforce Marketing Cloud, Braze, etc.)
• Deep analytical mindset; comfortable working with performance data and defining experimentation roadmaps
• Strong cross-functional leadership skills; experience partnering with Sales, Account Management, Product, Analytics, Legal, and Brand
• Strong understanding of privacy, compliance, and responsible marketing practices in regulated industries
• Experience managing employer-provided or partner-provided audience lists and building engagement strategies around them is a plus