• 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.