Lifecycle Marketing Generalist, Patient Experience

Headway’s patient lifecycle function is a blank canvas. You will build the owned-channel relationship with every Headway patient from first contact through long-term care, using email, SMS, push, and in-app messaging to help people access and sustain mental health care.

You will build and run campaigns yourself, working cross-functionally with Product and Data to design and optimize the full patient journey. You will work directly with Engineering to instrument events and ship notification infrastructure, and with Data Science to bring model-driven personalization to lifecycle at scale.

• Design and build triggered lifecycle journeys across email, SMS, push, and in-app — from welcome and activation through re-engagement and long-term retention.
• Own segmentation end-to-end: pull audiences, validate event data, and QA campaign logic without a data ticket for every audience build.
• Design and run A/B and multivariate tests; measure incrementality through holdouts and downstream conversion, not opens and clicks.
• Build from a queue of campaign ideas and backlog
• Partner with Product to align lifecycle programs to product milestones and patient-facing features.
• Work with Engineering to instrument behavioral events and build the notification infrastructure that powers lifecycle.
• Collaborate with Data Science to bring predictive signals — churn propensity, appointment readiness — into campaign triggers and personalization logic.
• Build and maintain an experimentation roadmap prioritized by expected impact on patient activation and retention.
• 6+ years building lifecycle programs hands-on — email, SMS, and at least one of push or in-app.
• Deep platform fluency in Iterable, Braze, or a comparable consumer lifecycle tool.
• Consumer health, wellness, subscription, or financial services background — you understand users where trust is fragile and the product is deeply personal.
• Have personally designed, run, and analyzed A/B tests in lifecycle. You can explain what a holdout group is and why it matters.
• Comfortable with data: you can pull a segment, validate event data, and QA a campaign flow without filing a data ticket.
• Active practitioner with AI tools — you use them in your work today, not just in conversation.
• Comfortable in ambiguity: no playbook. You see that as the opportunity.

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