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Spring Health · 11 hours ago

Lifecycle Marketing Lead, Activation (B2B2C)

NYC Metro Area

Full-time

Hybrid

Senior Level

$147K/yr - $184K/yr

6+ years exp

Spring Health is on a mission to revolutionize mental healthcare by removing barriers to access. The Lifecycle Marketing Lead will own and optimize member onboarding and activation programs, collaborating with cross-functional teams to enhance engagement and drive successful outcomes for new members.

Artificial Intelligence (AI)Health CareMental HealthmHealthWellness

Responsibilities

Design and run multi-channel onboarding programs (email, push, SMS, in-app, direct mail) that guide new members through setup, exploration, and early engagement

Build automated journeys that increase onboarding completion, accelerate time-to-value, and drive members toward their first care action

Develop friction-reduction strategies, improving the path from 'eligible member' to 'activated member.'

Partner with Product to build relevant, behavior-based interventions that increase the likelihood of early success

Own a test-and-learn roadmap across onboarding touchpoints, creative, segmentation, triggers, channel mix, timing

Run A/B and multivariate tests across journeys to identify the highest-impact conversion drivers

Analyze behavioral data to form hypotheses that sharpen messaging relevance and reduce early drop-off

Bring best practices from PLG, SaaS, and B2B2C onboarding strategies into Spring Health’s ecosystem

Act as the lifecycle lead for early journey experiences, partnering closely with Product, Engineering, CS, and Data

Work with Creative and Content partners to ensure messaging is supportive, inclusive, and aligned with our brand voice

Collaborate with CS and employer-facing teams to align onboarding insights with customer success motions

Connect activation programs to downstream journeys owned by other lifecycle team members

Define and own activation KPIs: onboarding completion, time-to-value, first appointment scheduled, early engagement, and Day 7/30 activation rates

Partner with Analytics to track funnel performance, uncover blockers, and inform roadmap priorities

Establish consistent QA processes, documentation, tagging, and reporting for all onboarding programs

Qualification

Lifecycle marketingOnboarding optimizationData analysisAutomated journeysExperimentation frameworksCross-functional collaborationSystems mindsetPassion for improvementB2B2C experienceSaaS experiencePLG experienceSubscription business experienceLifecycle automation platformsCommunication

Required

6–10+ years in lifecycle, growth, or CRM marketing, ideally in B2B2C, SaaS, PLG, or subscription businesses

Proven track record optimizing onboarding, activation, or early lifecycle funnels

Experience building automated journeys across multiple channels

Strong analytical skills: comfortable with experimentation frameworks and data-driven hypothesis development

Hands-on experience with lifecycle automation platforms (Iterable preferred; Braze, HubSpot, Customer.io, Salesforce Marketing Cloud also great)

Excellent cross-functional communicator with a bias for action and a systems mindset

Passion for creating experiences that meaningfully improve people's lives

Benefits

Health, Dental, Vision benefits start on your first day at Spring.

Employer sponsored 401(k) match of up to 2% for retirement planning

A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents.

We offer competitive paid time off policies including vacation, sick leave and company holidays.

At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents.

Access to Noom, a weight management program—based in psychology, that’s tailored to your unique needs and goals.

Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses.

Access to Wellhub, which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription

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.