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Role Description

As the Manager, Lifecycle Marketing for the Provider Network 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. You will play a critical role in shaping the end-to-end provider journey — from onboarding through activation, engagement, retention, and long-term advocacy.

• Develop and execute lifecycle marketing programs that support provider acquisition, onboarding, activation, engagement, retention, and reactivation.
• Design segmented and personalized messaging strategies tailored to different provider cohorts (e.g., tenure, specialty, activity level, performance indicators).
• Partner with Product, Clinical, Provider Operations, and Brand teams to align lifecycle campaigns with product updates, policy changes, educational initiatives, and business priorities.
• Build automated workflows and behavioral triggers that guide providers through key lifecycle stages and encourage healthy platform engagement.
• Run A/B tests and multivariate experiments to optimize messaging, timing, channel mix, and engagement strategies.
• Analyze campaign performance and provider behavior data to identify friction points, churn signals, and engagement opportunities.
• Support the development and maintenance of a provider lifecycle roadmap that drives measurable improvements in retention, satisfaction, and long-term value.
• Collaborate with Analytics to develop dashboards and reporting that surface actionable insights related to provider activation, engagement, and churn.
• Ensure communications reflect BetterHelp’s mission, clinical integrity, and commitment to provider well-being.
• Stay current on lifecycle best practices, CRM tools, and marketplace engagement strategies to continuously improve the provider experience.

Qualifications

• 4–7 years of experience in CRM, lifecycle marketing, or related fields.
• Experience working in two-sided marketplaces, subscription businesses, or high-growth consumer or platform environments preferred.
• Strong understanding of customer/provider journey mapping, segmentation, and lifecycle optimization.
• Demonstrated experience driving engagement and retention strategies.
• Hands-on experience with modern ESPs and marketing automation platforms (e.g., Iterable, Salesforce Marketing Cloud, Braze, Klaviyo, etc.).
• Comfort working with behavioral and operational data to inform decision-making.
• Strong analytical mindset with experience interpreting dashboards and translating insights into execution.
• Experience running A/B tests and performance optimization across one or more channels (email, SMS, push, in-app).
• Strong cross-functional collaboration skills; experience partnering with Product, Operations, Analytics, and Brand teams.
• Familiarity with privacy regulations and communication compliance best practices (e.g., GDPR, CAN-SPAM, TCPA).
• Experience engaging professional audiences (e.g., clinicians, contractors, service providers) is a plus.

Requirements

• You will NOT worry about "runway", "cash left", or "how much time we have until the next round".
• You will NOT be confined to your "job".
• You will NOT be bogged down by office politics, ego, or bad attitude.
• You will NOT get yourself burned out.

Benefits

• Remote work with regular in-person bonding experiences sponsored by the company.
• Competitive compensation.
• Holistic perks program (including free therapy, employee wellness, and more).
• Excellent health, dental, and vision coverage.
• 401k benefits with employer matching contribution.
• The chance to build something that changes lives – and that people love.
• Any piece of hardware or software that will make you happy and productive.
• An awesome community of co-workers.
• The base salary range for this position is $120,000 - $160,000.