Lifecycle Marketing Lead, Payer (Health Plan)

Spring Health is looking for a strategic and data-driven Lifecycle Marketing Lead, Payer (Health Plan) Members to drive full-funnel engagement for members who come to Spring through our payer customers, such as national and regional health plans. This role is focused on converting eligible members into patients, accelerating their journey into care, and sustaining meaningful engagement to improve health outcomes.

As a key individual contributor, you will develop and optimize lifecycle marketing programs for payer members—designing personalized, behavior-based touchpoints that guide them from sign-up and onboarding through care activation, ongoing utilization, and long-term retention. You’ll collaborate closely with cross-functional partners in Product, Data, Engineering, and Payer Success to deliver measurable impact across each stage of the member experience.

This role is ideal for a lifecycle marketer with deep experience in healthcare or regulated industries, who thrives at the intersection of strategy, storytelling, and systems thinking.

What You’ll Be Doing

Own and Optimize the Lifecycle for Payer Members

• Design and execute multi-channel marketing journeys (email, SMS, push, in-app, and direct mail) that activate payer members, reduce time-to-care, and increase care utilization.
• Build onboarding, re-engagement, and long-term nurture programs tailored to the needs and behavior of health plan members.
• Identify friction points or drop-offs unique to the payer member experience and develop targeted interventions.
• Develop messaging and content that reflects the nuanced relationship between health plan, member, and provider.

Lead Experimentation and Iteration

• Own an ongoing test-and-learn roadmap across channels and member segments to optimize lifecycle touchpoints.
• Leverage data and behavioral signals to deliver personalized and relevant messages at scale.
• Collaborate with Product and Data to design testable hypotheses and attribute lifecycle improvements to health outcomes.
• Bring a performance mindset while respecting clinical nuance and trust-building in the member experience.

Collaborate Cross-Functionally to Drive Outcomes

• Act as the lifecycle marketing lead in cross-functional initiatives that support payer member experience, collaborating with Product, Engineering, Data Science, Clinical, and Payer Success teams.
• Partner with Clinical Content and Creative to ensure all messaging supports both performance and member empathy.
• Work with Marketing Ops and Martech to build scalable, automated workflows with proper tracking and QA.
• Align closely with Payer Success and Payer Strategy teams to understand customer-specific nuances and contract-level priorities.

Drive Measurement and Insight Sharing

• Define and track KPIs across the full funnel—from activation rate, time to first appointment, rebooking rate, care utilization, etc.
• Translate performance data into actionable insights and narrative reporting for internal stakeholders.
• Establish high QA standards and repeatable processes to ensure campaign excellence and compliance.

What Success Looks Like in This Role

• Improved Activation & Utilization: More eligible members become patients and engage meaningfully with care.
• Optimized Lifecycle Journeys: Members receive timely, sequenced messaging that supports behavior change and care continuity.
• Clear Testing & Insights: A robust experimentation program generates learnings that fuel continuous improvement.
• Cross-Functional Impact: Lifecycle programs are embedded into broader payer initiatives and known for their effectiveness.
• Flawless Execution: Campaigns and automations run smoothly, with high QA standards and thoughtful implementation.

What We’re Looking For

• 8–12+ years in lifecycle or CRM marketing, ideally in healthtech, health insurance, or other regulated industries.
• Experience designing full-funnel lifecycle journeys (awareness to activation to retention) in a complex stakeholder environment.
• Strong technical and strategic proficiency in marketing automation platforms (Iterable strongly preferred).
• Deep channel knowledge across email, SMS, push, and in-app messaging.
• Exceptional cross-functional collaboration skills, especially with Product, Engineering, Payer Success, and Data / BI teams.
• Strong analytical mindset—you love digging into data, interpreting signals, and optimizing performance.
• Thoughtful communicator who balances clinical nuance, member empathy, and marketing effectiveness.

• Passion for mental health and a deep respect for the human beings behind the metrics.

The target base salary range for this position is $147,140 - $183,930, and is part of a competitive total rewards package including stock options and benefits. Individual pay may vary from the target range and is determined by a number of factors including experience, location, internal pay equity, and other relevant business considerations. We review all employee pay and compensation programs annually using Radford Global Compensation Database at minimum to ensure competitive and fair pay.

Benefits provided by Spring Health:

Note: We have even more benefits than listed here and below, your recruiter will provide more in-depth information as you continue in the interview process. Benefits are subject to individual plan requirements and eligibility criteria.

• Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medical accounts HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs, depending on your plan type.
• 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.