Lifecycle Marketing Lead - Health Plans/Health Systems

About Lyra Health Lyra Health is a leading provider of evidence-based mental health care, serving more than 20 million people globally in partnership with employers and more than 100 million through health plan and partner relationships. The company has delivered more than 15 million sessions of mental health care, published more than 35 peer-reviewed studies, and delivered unmatched outcomes in terms of access, clinical effectiveness, and cost efficiency. Extensive peer-reviewed research confirms Lyra’s transformative care model helps people recover twice as fast and results in a 26% annual reduction in overall healthcare claims costs. Lyra is transforming access to life-changing mental health care through Lyra Empower, the only fully integrated, AI-powered platform combining the highest-quality care and technology solutions. About the role: Lyra Health is looking for an empathetic, strategy-driven Lifecycle Marketing Leadfor our health plan / health system business line to help us deepen our connection with members throughout their mental health care journey. Reporting directly to the Senior Manager, Consumer Marketing, you will be the champion of the member lifecycle experience. You will design and execute communication strategies that guide individuals from their first touch at registration to encouraging their active, long-term care retention. This is a new role in an up and coming function (Health Plan / Health System) within Lyra. Candidates who enjoy creating processes within a certain level of ambiguity and delight in problem solving through uncertainty will thrive. If you’re passionate about understanding human behavior, crafting meaningful narratives, and building cohesive journeys that help members feel supported at every step, we encourage you to apply..

Responsibilities:

• Journey Design & Execution: Map out and launch comprehensive, multi-channel communication journeys (email, SMS, and in-app) that seamlessly guide members from their first login to active care utilization.

• Onboarding & Retention Programs: Own the acquisition and onboarding experience, developing creative and programmatic strategies to successfully welcome new members and re-engage those who haven't entered care.

• Cross-Functional Collaboration: Partner closely with Product and Operations to align member experience, the Manager of Marketing Operations to ensure technical implementation is flawless, and with the Marketing Strategy team to maintain brand voice alignment.

• Campaign Optimization: Lead structured A/B testing frameworks to experiment with messaging hooks, content formats, and delivery timing to maximize member engagement and trust.

• Audience Personalization: Use member insights and behavioral trends to create tailored messaging tracks, ensuring different member demographics receive care instructions that resonate with their unique needs.

• Performance Reporting: Track and evaluate the overall health of member engagement channels, translating campaign metrics into strategic insights for marketing leadership.

Qualifications:

• 4+ years of experience leading lifecycle marketing, customer retention, or brand engagement campaigns, with a strong emphasis on B2C or B2B2C user journeys.

• Campaign Experience: Proven track record of managing multi-channel communication programs (email, push, or SMS) and collaborating with operations teams to deploy them.

• Empathetic Storyteller: Superb communication skills, with a proven ability to address sensitive, high-stakes topics like healthcare and mental wellness with nuance and warmth.

• Strategic Thinker: Strong understanding of consumer behavior, user psychology, and how to motivate audiences to take action through timely communication.

• Project Management Expert: Highly organized with a history of cross-functionally coordinating complex marketing campaigns from concept through to launch.

Preferred Qualifications:

• Experience working in consumer-facing health, wellness, or mission-driven industries.

• Experience running campaigns that require coordination across multiple distinct user personas or business verticals.

• Familiarity with user testing, creative asset management, and working alongside design and content teams.

• A deep passion for mental health advocacy and transforming the healthcare landscape.