Director of Lifecycle Marketing

At Rula, we are a remote-first company that believes mental health is just as important as physical health. We recognize that mental health issues can be complex and multifaceted, and we are dedicated to treating the whole person, not just the symptoms.

We aim to create a world where mental health is no longer stigmatized or marginalized, but rather is embraced as an integral part of one's overall well-being. 

We believe that by providing quality care that is both evidence-based and compassionate, we can empower individuals to take charge of their mental health and achieve their full potential. We are passionate about making a positive impact on the lives of those struggling with mental health issues and we strive to be a force for positive change in the field of mental healthcare.

About the Role

We are seeking a strategic, data driven, and savvy marketing leader to own Lifecycle Marketing and lead our Lifecycle Marketing team. In this role you’ll own the lifecycle marketing strategy for our patient and provider audiences and be responsible for bringing it to life. This spans a patient’s entire lifecycle with us - nurturing them from their initial interaction with us to meeting their treatment goals to turning to Rula the next time they need mental healthcare based on the strength of their first experience with us. For providers, this means ensuring their experience working with Rula is delightful, supported, and clinically-sound. It also spans the different owned channels that we have to communicate with both like email, SMS, and push notifications.

Practically this means that you are continually launching new programs within lifecycle marketing and testing around all elements of lifecycle to drive improvements and delight our audiences. You’ll coordinate closely with the core product and strategy & operations teams who own the overall patient or provider experience and the growth product and engineering team to make sure you have the tools and experiences you need. You’ll also collaborate extensively across the marketing team to help tell the Rula brand story and ensure a coherent patient/provider experience throughout their journey with Rula. The ideal candidate is incredibly excited about lifecycle marketing, loves running strategic A/B testing programs, is obsessed with continuous improvement, and enjoys building things cross-functionally. This person will play an important role in our continued growth.

Required Qualifications

• 10+ years of experience in marketing

• 4+ years of experience in a leadership people manager role. Experience building a lifecycle function, including recruiting, onboarding, and directing a blended team of full-time employees, embedded technical teams, and external contractors

• 5+ years experience with complex consumer lifecycle marketing across email, SMS, and push

• Proven track record of partnering with and influencing senior leadership across Product, Engineering, Operations, and Analytics/Finance to launch integrated customer journey initiatives and cross-functional workflows

• Experience managing marketing budgets, forecasting ROI, and driving significant improvements in key business unit economics (e.g., CAC, LTV, churn reduction)

• Demonstrated success designing and scaling multi-channel lifecycle marketing strategies that directly drove measurable, large-scale improvements in acquisition, retention, and reactivation

Preferred Qualifications

While having the preferred qualifications enhances your candidacy, having all of them is not mandatory. We encourage all interested applicants to apply, even those who may not meet every preferred requirement.

• Self starter, has elevated complex, but new lifecycle programs (1 -> 100, we are past the 0 ->1 stage)

• Experience with lifecycle marketing for an ongoing or high frequency services type business

• Experience defining email/SMS/push governance (rules of engagement for communication, compliance, etc)

• Experience at a fast paced mid/later stage startup or growth company

• Experience navigating highly regulated industries (e.g., Healthcare, FinTech) with a strong understanding of compliance guardrails, patient privacy, and HIPAA requirements in marketing communications

We're serious about your well-being! As part of our team, full-time employees receive:

• 100% remote work environment: Working hours to support a healthy work-life balance, ensuring you can meet both professional and personal commitments (must be based in United States, currently not hiring in Hawaii)

• Attractive pay and benefits: Full transparency of pay ranges regardless of where you live in the United States

• Comprehensive health benefits: Medical, dental, vision, life, disability, and FSA/HSA

• 401(k) plan access: Start saving for your future

• Generous time-off policies: Including 2 company-wide shutdown weeks each year for self-care (for most employees)

• Paid parental leave: Available for all parents, including birthing, non-birthing, adopting, and fostering

• Employee Assistance Program (EAP): Supporting your mental and physical health

• Quarterly department stipend: Fun team-building activities or in-person gatherings

• Community and employee resource groups: Participate in groups that celebrate employee identity and lived experiences, fostering a sense of community and belonging for all

• Home office stipend: New hire home office stipend & $50 monthly stipend to help cover internet or cell phone expenses

• Wellness at Rula program: Year-round wellness initiatives and a $50/month wellness stipend

Our team

We believe that diversity, equity, and inclusion are fundamental to our mission of making mental healthcare work for everyone.  We are dedicated to having a culture of inclusion that will support our employees in feeling safe, seen, heard, and valued.