Director of Lifecycle Marketing

Role Overview

The Director of Lifecycle Marketing owns the patient lifecycle end-to-end — from first inquiry through booking, attendance, treatment completion, and reactivation. Unlike traditional retention-focused roles, this position is about preventing dropoff and accelerating the path to treatment in a high-consideration healthcare journey.

As a strategic partner to Revenue Cycle Management (RCM), Patient Intake (Sales), Tech and Data, and Operations, you'll own HubSpot as the connective tissue across these functions, define the lifecycle KPI framework, establish the testing and measurement methodology, and own governance for all patient and marketing communications.

You'll manage and develop our Lifecycle Marketing Manager, setting the strategic vision while staying close enough to the work to QA campaigns, troubleshoot workflows, and pressure-test the data.

Key Responsibilities

Patient Lifecycle Ownership & Strategic Partner

• Own the patient lifecycle end-to-end, with strategic accountability across booking, attendance, treatment completion, and reactivation
• Identify dropoff points across digital and offline touchpoints (email, SMS, front desk, in-clinic, direct mail) and prioritize the highest-leverage interventions at each stage
• Translate operational realities (no-show patterns, intake bottlenecks, insurance authorization timing, post-treatment follow-up gaps) into communications strategies that drive measurable outcomes
• Champion AI across the lifecycle function, e.g. predictive modeling (no-show, conversion, reactivation), personalization, content generation, and agentic automation for QA, deliverability monitoring, and anomaly detection
• Partner with Ops on NPS and reputation-focused automations (review requests, survey triggers, detractor routing)
• Partner with Tech and Data on instrumentation, integrations, data hygiene, and measurement infrastructure
• Manage and develop the Lifecycle Marketing Manager

CRM & Marketing Automation

• Own patient lifecycle communications and behavior within HubSpot, partnering closely with tech and data on architecture, data hygiene, integrations, and governance
• Define the roadmap for automation, segmentation, and personalization across email, SMS, and other lifecycle channels
• Partner with Tech and Data on integrations between HubSpot and adjacent systems (Luma, EMR, RCM platforms, intake tools)

KPIs, Testing & Incremental Lift

• Define and own the lifecycle KPI framework, with particular focus on consult attendance, treatment completion, and patient reactivation
• Establish the testing framework for the function, including A/B and incremental holdout testing to measure causal lift in addition to topline metrics
• Design, instrument, and analyze experiments that distinguish lifecycle-driven impact from baseline behavior
• Build dashboards and reporting cadences that provide a shared view of lifecycle performance and incrementality

Governance, Communications & Compliance