• Define and own the company-wide lifecycle marketing vision across D2C members, therapists, and B2B clients. • Develop differentiated yet cohesive lifecycle strategies tailored to each audience while aligning to overall company growth objectives. • Oversee lifecycle programs supporting: • Member onboarding, engagement, retention, and reactivation • Therapist acquisition, activation, engagement, and retention • B2B client lead generation, onboarding, utilization and renewal • Translate business priorities and customer insights into scalable lifecycle programs that drive retention, expansion, utilization, and LTV across all segments. • Serve as the executive subject matter expert on lifecycle strategy and customer journey orchestration. • Own lifecycle-driven contribution to key business metrics, including LTV, retention, churn reduction, utilization, expansion revenue, and subscriber growth. • Establish rigorous experimentation frameworks to measure incremental impact. • Partner with Finance and Analytics to forecast, model, and report lifecycle impact on enterprise performance. • Build scalable segmentation strategies informed by behavioral, predictive, and value-based modeling. • Own the lifecycle marketing technology roadmap, including ESP (Iterable) and related engagement platforms. • Drive innovation in automation, orchestration, AI-driven personalization, and cross-channel optimization. • Ensure operational excellence, deliverability, compliance, and scalability across a growing business ecosystem. • Act as a strategic partner to Product, Engineering, and Data to ensure lifecycle marketing is embedded with the product experience. • Influence prioritization of marketing technology, experimentation capabilities, and data infrastructure. • Collaborate with Brand to ensure all communications reinforce our brand voice, positioning, and promise. • Partner with B2B leadership to support employer and partner engagement strategies. • Partner with the provider network team to support provider goals. • Partner with Data Science to evolve predictive models and ensure messaging is optimized for conversion across channels. • Collaborate with Analytics to define KPIs, build robust segmentation strategies, and measure impact across LTV, retention, and growth. • Build and lead a high-performing, lifecycle organization. • Evolve team structure to support multi-audience complexity and business growth. • Foster a culture of accountability, experimentation, operational rigor, and continuous learning. • Ensure compliance with privacy regulations (GDPR, CAN-SPAM, TCPA) across all audiences. • Maintain best-in-class deliverability standards and platform governance. • Stay ahead of industry innovation across CRM, engagement platforms, and AI-enabled lifecycle marketing.