• Develop and execute B2B lifecycle marketing strategies to support onboarding, product education, engagement, retention, and expansion. • Leverage internal data to uncover engagement opportunities and develop segmentation and targeting strategies that align with customer behaviors and lifecycle stages. • Own and optimize lifecycle communications across channels, including email, in-app messaging, direct mail, and more. • Think creatively and test new channels and tactics to drive engagement and retention that align with evolving customer behaviors and business goals. • Partner with Sales and Account Management to identify opportunities for post-sale nurturing, upsell, cross-sell, and reactivation campaigns. • Create segmented, personalized marketing journeys tailored to healthcare facility personas. • Design lifecycle programs for a future product-led motion, including automated onboarding, feature adoption, and success milestone campaigns triggered by customer behavior. • Conceptualize and manage incentive-based campaigns (e.g., limited-time offers, referral bonuses, usage rewards) to drive specific behaviors such as first-time bookings, repeat usage, or adoption of features. • Leverage marketing automation platforms to build and scale journeys. • Establish lifecycle KPIs and regularly report on performance, driving continuous improvement through A/B testing and experimentation.