Lifecycle Marketing Manager

Job Summary:

We are looking for a strategic and data-driven Lifecycle Marketing Manager to own and optimize the full patient journey — from lead nurture and onboarding through engagement, cross-sell, and retention. In this role, you will develop and execute personalized, multi-channel campaigns across email and SMS using Iterable, while leading a rigorous experimentation roadmap to continuously improve performance. You will partner closely with Data & Analytics, Clinical, Product, and Operations teams to build scalable, HIPAA-compliant lifecycle programs that deliver measurable business impact.

Duties/Responsibilities:

• Own and drive the full lifecycle marketing strategy across all stages (lead nurture, onboarding, activation, engagement, cross-sell, and retention) ensuring each stage of the patient journey is intentional, personalized, and measurable.

• Develop and execute lifecycle campaigns across email and SMS, leveraging Iterable to build and optimize automated journeys and always-on programs.

• Lead a rigorous experimentation roadmap, including A/B and multivariate testing of messaging, creative, cadence, segmentation, and value propositions, to drive continuous performance improvement.

• Define and own lifecycle KPIs, building reporting frameworks and sharing regular performance insights with marketing and cross-functional leadership.

• Partner with the Data and Analytics teams to develop audience segmentation strategies, leverage behavioral signals, and integrate AI-driven insights to enhance personalization at scale.

• Collaborate cross-functionally with Clinical, Product, Brand, and Operations teams to align lifecycle programs with broader business goals and patient experience standards.

• Direct creative strategy for lifecycle channels, including briefing, reviewing, and optimizing copy and design to ensure brand consistency and message effectiveness.

• Ensure all lifecycle marketing programs are developed and executed in compliance with HIPAA regulations and applicable federal and state laws, partnering with Legal and Compliance as needed.

• Build and maintain lifecycle process documentation, campaign playbooks, and training materials, publishing these on appropriate internal platforms.

• Evaluate and manage lifecycle marketing technology partnerships, making recommendations for optimization and scaling of the tech stack.

• Collaborate with clinical operations to ensure seamless communication and roll out of new policies to our clinical network, including welcome emails and training materials

• Leverage AI tools as a core part of daily work (drafting, research, iteration) to improve efficiency, quality, and decision-making

Required Skills:

• Strong strategic and analytical thinking, with the ability to translate complex data into clear hypotheses, actionable insights, and business recommendations.

• Deep expertise in lifecycle marketing strategy across the full funnel (nurture, onboarding, engagement, cross-sell, upsell, and retention).

• Hands-on, proficient experience with Iterable. This person will be expected to build, execute, and optimize campaigns in Iterable.

• Proven ability to design and manage experimentation roadmaps, including A/B testing, multivariate testing, and iterative optimization methodologies.

• Experience directing creative decisions for lifecycle channels, including copy strategy, creative briefing, and performance-based iteration.

• Strong cross-functional collaboration skills; ability to manage stakeholder expectations, influence without authority, and build alignment across diverse teams.

• Familiarity with reporting and analytics tools such as Looker, Tableau, Amplitude, or similar.

• Excellent written and verbal communication skills, including experience presenting strategy and results to senior leadership.

• Working knowledge of HIPAA regulations and their implications for patient marketing communications.

• Comfort using AI tools in day-to-day workflows, with a willingness to continuously rethink and improve how work gets done

• Curiosity and openness to experimenting with new tools and approaches; prior experience with AI tools is a plus

Education & Experience

• 5+ years of direct-to-consumer lifecycle marketing experience, including hands-on ownership of email, SMS, push, and in-app channels.

• Bachelor's degree, ideally in Marketing, Business, or a related field.

• Demonstrated track record of building and scaling lifecycle programs that drive measurable growth across acquisition, engagement, and retention metrics.

• Experience in a regulated industry, healthcare, behavioral health, or health-adjacent, strongly preferred.

• Experience with AI-powered personalization, segmentation tools, or machine learning-informed campaign optimization is a plus.

Physical Requirements

• Prolonged periods sitting at a desk and working on a computer.

• Must be able to frequently communicate with others through virtual meeting applications such as Zoom and Google Meet.

• Must be able to observe and communicate information on company provided laptop.

• Move up to 10 pounds on occasion.

Compensation:

Octave is committed to pay equity. To maintain our commitment to pay equity, Octave will follow Pay Transparency regulations on all open job postings. Current Pay Transparency laws require companies to include a position's salary or hourly wage range (not including bonuses or equity-based compensation) in any internal or external job posting. This requirement extends to job postings published by a third party at an employer's request.

Octave will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with Octave’s legal duty to furnish information.

Starting pay for qualified applicants will depend on a combination of job-related factors, which may include education, training, experience, location, business needs, or market demands. The expected salary range for this role is set forth below and this range may be modified in the future.

The salary range for Geo 1 (all states, excluding those in Geo 2 and Geo 3) is $93,600 - $109,700

The salary range for Geo 2 (CO, HI, MD, RI,) is $103,00 - $111,900

The salary range for Geo 3 (AK, CA, CT, MA, NJ, NY, WA) is $107,600 - $116,900

All zones are eligible for equity in the form of stock options, plus target bonus incentives based on performance.

Additionally, this position is eligible for the following benefits: company sponsored life insurance, disability and AD&D plans. Voluntary benefits such as 401k retirement, medical, dental, vision, FSA, HSA, dependent care and commuter/parking options are also available. Octave offers generous Paid Time Off as well as paid parental leave benefits.

How We Use Technology in Hiring

As part of our hiring process, we may use technology tools, including AI-supported systems, to assist with reviewing applications or documenting interviews. These tools are designed to support our team, not replace human judgment, and final hiring decisions are always made by our team.

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

Application Instructions:

Please complete the following application. Please note that the U.S. Equal Opportunity Employment Information questions below are used for the purposes of EEOC reporting and are optional to complete. Octave is unable to change these questions and we acknowledge that many of the U.S. Equal Opportunity Employment Information questions are not inclusive or affirming of all aspects of cultural identity. Octave is committed to an inclusive workplace environment, and this information will not inform how we approach hiring or employment.