Lifecycle Marketing Lead, D2C

Spring Health is transforming mental healthcare through innovative solutions that remove barriers, meet the needs of diverse populations, and deliver measurable impact for our customers. We partner with payers, providers, and employers to improve mental health outcomes at scale.

Spring Health is looking for a growth-minded Lifecycle Marketing Lead to own and optimize the end-to-end journey for our direct-to-consumer (D2C) Spring members. This is a key individual contributor role focused on engaging members from the moment they sign up-through activation, ongoing care, and sustained mental health improvement.

You will develop and execute lifecycle marketing strategies that drive engagement, appointment bookings, and ultimately long-term health outcomes. Reporting to the Director of Lifecycle Marketing, you'll partner cross-functionally with D2C Product, Engineering, Data, and Design teams to build high-impact, scalable programs that deepen member engagement and deliver measurable value.

This role is ideal for a senior lifecycle marketer with deep experience in D2C growth and retention, a strong testing mindset, and a passion for improving lives through mental healthcare.

Please note that this is a hybrid role based in New York City, with an expectation to be in office 3 days a week. Our office is located at 60 Madison Avenue.

What You'll Be Doing

Own and Optimize the D2C Member Lifecycle

* Design, execute, and optimize multi-channel marketing strategies (email, SMS, push, in-app, direct mail) that move D2C members through the funnel-from sign-up and onboarding through to ongoing care and health outcomes.

* Build personalized, automated lifecycle journeys that reduce drop-off, drive follow-up actions, and increase the rate and frequency of care engagement.

* Identify friction points in the D2C journey and develop targeted messaging and programs to improve activation, retention, and re-engagement.

* Partner with Product and Data teams to create timely, relevant interventions that influence behavior and health outcomes.

Lead Experimentation & Continuous Improvement

* Own a test-and-learn roadmap focused on optimizing performance across lifecycle campaigns.

* Run A/B and multivariate tests across creative, channel mix, timing, and segmentation strategies.

* Analyze behavioral and usage data to build hypotheses and improve touchpoint relevance.

* Stay up-to-date on D2C engagement strategies and bring innovative thinking to the table.

Collaborate Cross-Functionally to Drive Impact

* Act as the marketing lead for our D2C member experience, collaborating closely with D2C Product, Data, Design, Engineering, and Clinical teams.

* Partner with Clinical Content and Creative to ensure all messaging is empathetic, accurate, and brand-aligned.

* Work with Marketing Ops and Martech to scale infrastructure and maintain operational excellence.

* Coordinate with other Lifecycle Marketing team members to ensure a holistic and consistent experience across audiences.

Drive Measurement, Insights, and Optimization

* Define and own key D2C lifecycle metrics such as onboarding completion, appointment booking rates, care engagement, and member retention.

* Partner with Analytics to track performance, uncover insights, and inform strategic decisions.

* Establish repeatable processes and ensure rigorous QA for all lifecycle campaigns and automations.

What Success Looks Like in This Role

* Stronger Engagement Across the D2C Funnel:
Higher onboarding completion, appointment bookings, and follow-through with care.

* Measurable Improvements in Outcomes:
Lifecycle efforts that directly support and correlate with improved mental health outcomes.

* Insight-Driven Optimization:
Ongoing testing and iteration leading to measurable lifts across key engagement metrics.

* Seamless Cross-Functional Execution:
You're seen as a strategic, data-driven partner across D2C Product, Engineering, and Marketing teams.

* Flawless Execution:
Campaigns and journeys are timely, personalized, QA'ed, and aligned with brand and legal standards.

What We're Looking For

* 6-10+ years in lifecycle, CRM, or growth marketing, ideally in a D2C, healthtech, or mission-driven…