Director of Lifecycle Marketing

Role Overview

The Director of Lifecycle Marketing owns the patient lifecycle end-to-end — from first inquiry through booking, attendance, treatment completion, and reactivation. Unlike traditional retention-focused roles, this position is about preventing dropoff and accelerating the path to treatment in a high-consideration healthcare journey.

As a strategic partner to Revenue Cycle Management (RCM), Patient Intake (Sales), Tech and Data, and Operations, you'll own HubSpot as the connective tissue across these functions, define the lifecycle KPI framework, establish the testing and measurement methodology, and own governance for all patient and marketing communications.

You'll manage and develop our Lifecycle Marketing Manager, setting the strategic vision while staying close enough to the work to QA campaigns, troubleshoot workflows, and pressure-test the data.

Key Responsibilities

Patient Lifecycle Ownership & Strategic Partner

• Own the patient lifecycle end-to-end, with strategic accountability across booking, attendance, treatment completion, and reactivation
• Identify dropoff points across digital and offline touchpoints (email, SMS, front desk, in-clinic, direct mail) and prioritize the highest-leverage interventions at each stage
• Translate operational realities (no-show patterns, intake bottlenecks, insurance authorization timing, post-treatment follow-up gaps) into communications strategies that drive measurable outcomes
• Champion AI across the lifecycle function, e.g. predictive modeling (no-show, conversion, reactivation), personalization, content generation, and agentic automation for QA, deliverability monitoring, and anomaly detection
• Partner with Ops on NPS and reputation-focused automations (review requests, survey triggers, detractor routing)
• Partner with Tech and Data on instrumentation, integrations, data hygiene, and measurement infrastructure
• Manage and develop the Lifecycle Marketing Manager

CRM & Marketing Automation

• Own patient lifecycle communications and behavior within HubSpot, partnering closely with tech and data on architecture, data hygiene, integrations, and governance
• Define the roadmap for automation, segmentation, and personalization across email, SMS, and other lifecycle channels
• Partner with Tech and Data on integrations between HubSpot and adjacent systems (Luma, EMR, RCM platforms, intake tools)

KPIs, Testing & Incremental Lift

• Define and own the lifecycle KPI framework, with particular focus on consult attendance, treatment completion, and patient reactivation
• Establish the testing framework for the function, including A/B and incremental holdout testing to measure causal lift in addition to topline metrics
• Design, instrument, and analyze experiments that distinguish lifecycle-driven impact from baseline behavior
• Build dashboards and reporting cadences that provide a shared view of lifecycle performance and incrementality

Governance, Communications & Compliance

• Own governance for all patient and marketing communication—channel strategy, contact frequency, message hierarchy, suppression rules, and brand voice
• Own sender infrastructure and consent architecture across email and SMS, including domain authentication, list hygiene, preference centers, and TCPA-compliant opt-in/opt-out flows
• Establish the operating model for how lifecycle, brand, intake, and ops teams coordinate on patient-facing messaging
• Ensure all communications meet HIPAA, TCPA, CAN-SPAM, and state-level healthcare marketing requirements; partner with Legal/Compliance on consent management, data handling, and audit readiness
• Stay current on healthcare marketing regulations and platform policy changes (Apple MPP, Google deliverability shifts, SMS carrier rules, etc.)

Qualifications

• 6–8 years of lifecycle marketing experience managing complex lifecycle journeys
• Healthcare industry experience ideal; multi-location consumer healthcare, dental, or specialty care strongly preferred
• Proven track record of partnering with RCM, intake/sales, and operations functions
• Strong command of lifecycle metrics and frameworks, particularly booking, attendance, completion, and reactivation
• Proven experience building structured testing and experimentation frameworks (A/B and incremental holdout) to measure causal lift
• Technical fluency across email and SMS infrastructure, authentication (SPF, DKIM, DMARC, BIMI), deliverability and inbox placement, 10DLC registration, carrier filtering, and IP/domain reputation management
• Demonstrated fluency in CRM tools; HubSpot experience a plus
• Highly analytical; fluent in Excel/Google Sheets and/or BI tools (Looker, Tableau, etc.)
• Working knowledge of HIPAA and healthcare marketing compliance
• Proven track record of leveraging HIPAA-compliant AI as a force multiplier, predictive scoring, personalization, content generation/optimization, and agentic QA/ops automation
• Hands-on enough to QA workflows, troubleshoot data issues, and pressure-test campaign logic
• Familiarity with emerging messaging channels (RCS Business Messaging, branded sender verification) and a point of view on where to invest as the channel matures
• Excellent communication skills; able to influence senior cross-functional leaders
• Comfortable operating in a fast-paced, growth-oriented environment with high performance expectations