Senior Manager of Lifecycle Marketing

Who are we and why should you join us?

BetterHelp is on a mission to remove the traditional barriers to therapy and make mental health care more accessible to everyone. Founded in 2013, we are now the world’s largest online therapy service, providing affordable and convenient therapy in across the globe. Our network of over 30,000 licensed therapists has helped millions of people take ownership of their mental health and change their lives forever. And we’re not stopping there – as the unmet need for mental health services continues to grow, BetterHelp is committed to being part of the solution.

As the Manager/Senior Manager, Lifecycle Marketing at BetterHelp, you’ll join a diverse team of licensed clinicians, engineers, product pros, creatives, marketers, and business leaders who share a passion for expanding access to therapy. And as a mental health company, we take employee mental health just as seriously as we do our mission. We deeply invest in our team’s well-being and professional development, because we know that business and individual growth go hand-in-hand. At BetterHelp, you’ll carve your own path, make an immediate impact, and be challenged every day – with a supportive community behind you the whole way.

What are we looking for?

We are seeking a highly motivated and results-driven Manager / Senior Manager of Lifecycle Marketing to join our dynamic team. In this role, you will play a pivotal part in driving acquisition, retention, engagement, and long-term growth for our consumer service. You will develop and implement data-driven lifecycle marketing strategies that elevate the customer experience and maximize customer lifetime value (CLTV).

You will collaborate closely with cross-functional teams, including Product, Analytics, and Brand, to create personalized, scalable customer journeys across email, SMS, push notifications, and in-app messaging. The ideal candidate will have deep expertise in CRM and lifecycle marketing, a passion for optimizing the customer journey, and the ability to drive impactful business results through data and automation.

What will you do?

• Design and execute end-to-end lifecycle marketing programs that engage customers from acquisition through retention and reactivation.
• Leverage customer data and segmentation strategies to deliver highly personalized messaging across multiple channels (email, SMS, push, and in-app).
• Partner with Product, Brand, and Analytics teams to execute lifecycle strategies that align with business KPIs and ensure brand consistency.
• Optimize campaigns through A/B testing, continuous analysis, and iterative improvements.
• Build and maintain a roadmap for lifecycle marketing initiatives to drive business goals around acquisition, retention, engagement and monetization.
• Work with the analytics team to define key metrics for success and track the performance of lifecycle campaigns.
• Develop automated workflows and triggers based on customer behavior and lifecycle stages.
• Identify opportunities to enhance the customer experience by leveraging new technologies and tools.
• Collaborate with cross-functional teams to ensure alignment and integration of lifecycle marketing efforts into the broader marketing strategy.

What will you NOT do?

• You will NOT worry about "runway", "cash left", or "how much time we have until the next round". We have the startup DNA but we're fully backed and funded, all the way to success.
• You will NOT be confined to your "job". You will get involved in product, marketing, business strategy, and almost everything we do.
• You will NOT be bogged down by office politics, ego, or bad attitude. Only positive, pleasure-to-work-with people are allowed here!
• You will NOT get yourself burned out. We work hard but we believe in maintaining a sustainable work/life balance. Really.

Can I work remotely?

Yes. We operate on PST and candidates in any time zone are welcome to apply. We ask employees to travel to our San Jose, CA office up to three times per year plus one company-wide offsite to collaborate in person and strengthen working relationships. Travel expenses are covered and reasonable accommodations are made for those under unique circumstances who cannot travel.

Requirements

• Ability to work in the US and to travel to our San Jose, California offices up to three times per year plus an additional company offsite.
• 6-10 years of experience in CRM, lifecycle marketing, or related fields
• Strategic thinker with the ability to connect marketing initiatives to business outcomes. Ability to think strategically while also being hands-on in the execution of campaigns.
• Strong expertise in customer segmentation, journey mapping, and campaign optimization.
• Hands-on experience with modern ESPs, marketing automation tools, and analytics platforms (e.g., Iterable, Salesforce Marketing Cloud, Klaviyo, Braze, etc.).
• Deep understanding of data-driven decision-making and how to use customer insights to inform strategy.
• Excellent communication and skilled at working cross-functionally with Product, Data Science, Engineering, Analytics & Brand.
• Expertise in A/B testing and performance optimization across multiple channels.
• Experience in acquisition, customer retention, reactivation, and churn reduction strategies.
• Strong analytical and technical skills, with experience partnering closely with data teams and using tools like SQL, Looker, Amplitude, or similar
• Familiarity with privacy regulations and deliverability best practices (e.g., GDPR, CAN-SPAM, TCPA)
• Experience in DTC, subscription-based, or high-growth consumer businesses preferred

Benefits

• Remote work with regular in-person bonding experiences sponsored by the company
• Competitive compensation
• Holistic perks program (including free therapy, employee wellness, and more)
• Excellent health, dental, and vision coverage
• 401k benefits with employer matching contribution
• The chance to build something that changes lives – and that people love
• Any piece of hardware or software that will make you happy and productive
• An awesome community of co-workers

The base salary range for this position is $110,000 - $185,000. In addition to the base salary, this position is eligible for a performance bonus and the extensive benefits listed here (subject to eligibility requirements): Teladoc Health Benefits 2025. Total compensation is based on several factors – including, but not limited to, type of position, location, education level, work experience, and certifications. This information is applicable to all full-time positions.

At BetterHelp we thrive on difference and individuality, and as part of the Teladoc Health family, we are proud to be an Equal Opportunity Employer. We never have and never will discriminate against any job candidate or employee due to age, race, ethnicity, religion, sex, color, national origin, gender, gender identity, sexual orientation, medical condition, marital status, parental status, disability, or Veteran status.