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Midi Health · 1 day ago

Head of Engagement, Lifecycle

United States

Part-time

Remote

Director/Executive

7+ years exp

Midi Health is a rapidly growing consumer health business focused on women's health. The Head of Engagement, Lifecycle will lead efforts to enhance patient engagement through data-driven strategies, optimize the patient journey, and manage cross-functional teams to improve retention and lifetime value.

Health CareMedicalTherapeuticsWomen's

No H1B

Responsibilities

Own the logged-out experience: homepage, category pages, landing pages, PDPs, and onboarding flows

Build a structured A/B and multivariate testing practice, including hypothesis development, test design, measurement frameworks, and experiment velocity

Partner with Product to instrument the site, ensure clean data, and implement tracking that enables deep funnel analytics and attribution

Collaborate with Brand/Content to ensure site messaging and onsite content meet patients where they are

Architect a holistic lifecycle strategy across email, SMS, push, in-product messaging, and emerging channels.Stand up and/or expand lifecycle platforms (Iterable, Braze, Customer.io, Klaviyo, etc.)

Build segmentation, triggers, drip flows, and personalization frameworks that improve: Activation, Visit completion, Supplement / Rx purchase, Subscription retention, Winback

Own core LTV and Retention KPIs (e.g., D90 retention, D180 retention, repeat purchase rate, subscription stickiness)

Build dashboards and measurement frameworks to quantify engagement health: funnel drop-off, activation gaps, lifecycle performance, channel attribution, and behavioral cohorts. Partner with Data Science to develop LTV models and identify segments that matter most for revenue

Bring insights back to Marketing, Product, and Clinical Ops — and influence roadmaps through data

Own the end-to-end patient journey map across all states: Prospect → Evaluating → Active Patient → Engaged Patient → Multi-Category Patient → Paused → Churned → Reactivated

Identify behavioral drop-offs, emotional friction points, unmet needs, and opportunities to strengthen trust, activation, and long-term value

Partner with Brand, Content, and Category teams to ensure that the messages, modules, and content patients see match their state, intent, and needs

Work seamlessly with Product, Design, Data, and Engineering to build and launch experiments and lifecycle programs

Influence the product roadmap with insights on onboarding friction, quality of traffic, category performance, and conversion improvement opportunities

Manage two high performing lifecycle marketers and look to hire support for the site

Diagnose where and why patients drop, hesitate, or churn and use lifecycle + the site to improve drop off points

Improve patient journey from site visit to registration to visit completion

Increase retention and LTV by ensuring engaged patients receive relevant touchpoints, content, reminders, and support — not generic broadcasts

Build reactivation loops that bring patients back into care at the right moment (e.g., symptom progression, renewal cycles, life transitions, category needs)

Ensure the right message, module, or piece of content appears at the right moment — on site, via email, in the product, and across education flows

Equip Growth, Product, and Brand with insights on patient motivations, behaviors, engagement patterns, and blockers that directly inform the roadmap

Qualification

Growth MarketingLifecycle StrategyExperimentation FrameworksData AnalyticsLifecycle PlatformsPatient Experience DesignTelehealth ExperienceE-commerce ExperienceCross-Functional LeadershipTeam Management

Required

7–12+ years in Growth, Lifecycle, CRM, Experimentation, or Product-adjacent roles at high-growth consumer or health tech companies

Proven experience partnering deeply with Product + Data teams on experimentation frameworks, attribution, and lifecycle triggers

Hands-on technical fluency with lifecycle and experimentation platforms (Braze, Iterable, Customer.io, LaunchDarkly, Optimizely, Amplitude, GA4, etc.)

Demonstrated ownership of site conversion, retention, and lifecycle KPIs across a multi-product ecosystem

Strong analytical chops paired with patient experience design to make the best possible customer journey