• Drive conversion from interest to enrollment completion: Develop and execute targeted retargeting and nurture campaigns that move members from starting enrollment to completion. • Partner with analytics and marketing operations to define conversion triggers and build automated journeys across email, SMS, and push. • Test and optimize messaging, timing, and creative to reduce drop-off and improve conversion rates across employer populations. • Lead post-enrollment lifecycle strategy: Own the member journey from enrollment confirmation through activation, engagement, and progression. • Develop multi-channel lifecycle programs (email, SMS, push) that educate members, drive first use, and sustain participation. • Segment audiences by personas, utilization, and engagement level to deliver personalized experiences that resonate. • Analyze, optimize, and collaborate: Define lifecycle KPIs—conversion, activation, engagement, repeat utilization—and report on campaign performance. • Partner closely with the product, legal, and analytics teams to align on messaging, triggers, and compliance requirements. • Use insights from member behavior and feedback to continuously refine content, creative, and targeting strategies.