Director of Lifecycle Marketing (Patient)

New York, New York, United StatesFull TimeDirector$212,000–$265,000 /yrPosted 2 months agoVisa sponsorship available

Is this role right for you?

Upload your resume and get a skill-by-skill breakdown — see exactly where you match, where you're close, and what to highlight. Not a mystery percentage.

Get a tailored resume highlighting what this role needs.

Role summary

Headway is seeking a Director of Lifecycle Marketing to be the first dedicated leader for the patient side of their lifecycle function. This player-coach role involves owning strategy, platform, programs, and team from inception. You will build and manage owned-channel relationships with patients using email, SMS, push, and in-app messaging to facilitate access and retention in mental health care. Key responsibilities include selecting and operating the lifecycle stack (Iterable, Knock, Freshpaint), designing rigorous A/B testing programs, partnering with Engineering and Data Science for instrumentation and personalization, and building AI-assisted workflows. You will also hire and develop a team of 2-3 specialists. The role requires 5+ years of hands-on lifecycle/CRM marketing experience, fluency with tools like Iterable or Braze, and experience designing A/B tests with clear hypotheses and holdout groups. Partnership with Engineering, understanding of webhooks and data schemas, and active use of AI tools are essential. Experience in consumer health or subscription models, with an understanding of sensitive user journeys and HIPAA compliance, is preferred.

1 in 4 people in the US have a treatable mental health condition, but most providers don't accept insurance, making therapy too expensive for most people. Headway’s mission is to fix this by building a new mental healthcare system everyone can access. We started by solving the biggest barrier to care: insurance. The admin work - credentialing, claims, payment reconciliation - is a nightmare. We've automated that.

But we're going further. Over 75,000 providers across all 50 states run their practice on our software, serving over 1 million patients. We are building the best tools for therapists to run their entire practice, reimagining the experience of finding a therapist, and investing in the platform foundations to enable this at scale. We aren't just a billing layer; we are becoming the platform where care actually happens.

We're a Series D company with $325M+ in funding (a16z, Accel, Spark Capital, etc.), looking for exceptional people to help us achieve this mission. We want your time here to be the most meaningful experience of your career. Join us, and help change mental healthcare for the better.

About This Role

Headway’s patient lifecycle function is a blank canvas. You will be the first dedicated lifecycle leader on the patient side: owning strategy, platform, programs, and team from day one. You will build the owned-channel relationship with every Headway patient from first contact through long-term care, using email, SMS, push, and in-app messaging to help people access and sustain mental health care.

This is a player-coach role. You will build and run campaigns yourself while hiring and developing a small team. You will work directly with Engineering to instrument events and ship notification infrastructure, and with Data Science to bring model-driven personalization to lifecycle at scale.

You Will

Own the end-to-end patient lifecycle: from welcome and onboarding activation through appointment booking, session retention, and re-engagement.

Select, implement, and operate our lifecycle stack: Iterable (email/SMS) and Knock (in-app/push) in a HIPAA-compliant architecture built on Freshpaint.

Design and run a rigorous A/B testing program with incremental holdout measurement — not just click optimization.

Partner directly with Engineering and Data to instrument events, build trigger logic, and deploy ML-informed segmentation and personalization.

Build AI-assisted workflows for content generation, segmentation, and optimization. You use these tools yourself, today.

Hire and develop a lifecycle team of 2–3 specialists in H2 2026.

Who You Are

You have 5+ years in lifecycle/CRM marketing with hands-on experience in Iterable and/or Braze. You have personally built triggered journeys, not just approved them.

You are fluent in Knock or eager to go deep on it: you understand the distinction between a CRM and a notification layer.

You design A/B tests with pre-registered hypotheses and holdout groups. You can explain statistical significance to a non-technical stakeholder.

You have shipped lifecycle programs in partnership with Engineering: you know what a webhook is, you can review a data schema, and you do not wait for tickets to be completed before thinking about logic.

You are actively using AI tools in your work today: for content, segmentation, or workflow automation. You have a concrete answer to “what have you built with AI in the last 90 days?”

You have worked in consumer health, consumer subscription, or a context where the user’s emotional journey matters. You understand what it means to send a message to someone managing their mental health.

You are comfortable with HIPAA compliance considerations in marketing communications — or eager to get up to speed quickly.

Tools We Use

Iterable (evaluating), Knock (evaluating), Freshpaint, RudderStack, Snowflake, Statsig, LaunchDarkly, Braze (considering), Hightouch.

The expected base pay range for this position is $212,000 - $265,000, based on a variety of factors including qualifications, experience, and geographic location. In addition to base salary, this role may be eligible for an equity grant, depending on the position and level.

We are committed to offering a comprehensive and competitive total rewards package, including robust health and wellness benefits, retirement savings, and meaningful ownership opportunities through equity. Compensation decisions are made holistically, ensuring fairness and alignment with market benchmarks while recognizing individual contributions and potential.

Benefits offered include:

Equity compensation

Medical, Dental, and Vision coverage

HSA / FSA

401K

Work-from-Home Stipend

Therapy Reimbursement

16-week parental leave for eligible employees

Carrot Fertility annual reimbursement and membership

13 paid holidays each year as well as a Holiday Break during the week between December 25th and December 31st

Flexible PTO

Employee Assistance Program (EAP)

Training and professional development

We believe a team's strength is in its people, and we cannot achieve this mission without a team that reflects the diversity of this problem – across race, ethnicity, gender, sexuality, age, national origin, religion, family status, disability, military status, and experience. Headway is committed to the full inclusion of all qualified individuals. As part of this commitment, Headway will ensure that persons with disabilities are provided with reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or receive other benefits and privileges of employment, please inform the recruiter when they contact you to schedule your interview.

Headway participates in E-Verify. To learn more, click here.

A notice to Headway applicants: To protect yourself against phishing and recruitment fraud, please note that Headway only accepts applications through our official careers page at https://headway.co/careers. Headway will never refer you to external websites, ask for payment or personal information, or conduct interviews via messaging apps. All official communication will come from a @findheadway.com email address. If you are contacted by someone claiming to be from Headway via an unofficial channel, please do not share any information and report it as spam.

Ready to apply?

You'll be redirected to Headway's application page.