Lifecycle Marketing Lead, D2C Job at Spring Health (New York)

Job Description

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.

Job Responsibility

Own and optimize the end-to-end journey for our direct-to-consumer (D2C) Spring members
Design, execute, and optimize multi-channel marketing strategies (email, SMS, push, in-app, direct mail) that move D2C members through the funnel
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
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
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
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

Requirements

6–10+ years in lifecycle, CRM, or growth marketing, ideally in a D2C, healthtech, or mission-driven organization
Proven experience building and scaling multi-channel, automated marketing journeys for a D2C audience
Deep familiarity with marketing automation platforms—Iterable strongly preferred
Strong analytical chops
you’re comfortable digging into data and surfacing actionable insights
Solid understanding of behavioral and personalized marketing tactics
Strong communication and collaboration skills, with experience working cross-functionally
Creative and resourceful, with a strong bias for action and testing
A genuine passion for mental health and a respect for the people behind the metrics

What we offer

Health, Dental, Vision benefits start on your first day
Access to One Medical accounts
HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs
Employer sponsored 401(k) match of up to 2%
A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents
Competitive paid time off policies including vacation, sick leave and company holidays
At 6 months tenure, parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents
Access to Noom, a weight management program
Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses
Access to Wellhub
Access to BrightHorizons, which provides sponsored child care, back-up care, and elder care
Up to $1,000 Professional Development Reimbursement a year
$200 per year donation matching to support your favorite causes

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Lifecycle Marketing Lead, D2C

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