Lifecycle Marketing

Heard is seeking an experienced Lifecycle Marketer to join our team. We're looking for someone who gets excited about the impact a robust, data-driven lifecycle program can have on revenue growth and retention. You should have a few years of experience orchestrating customer communication strategies across email, SMS, and push notifications, and want to play an integral role in evolving Heard's lifecycle program. In this role, you'll oversee communications to prospects and customers, creating data-driven, personalized experiences that drive engagement and retention. You'll work closely with the Head of Marketing, Content team, and Partnerships team to run mid-funnel campaigns, own critical lifecycle programs that convert prospects to marketing qualified leads (MQLs), and support sales conversion efforts. You'll own email reporting to guide resource decisions and collaborate with our engagement team on onboarding and retention initiatives. This role is perfect for an organized, data-driven marketer who works well cross-functionally and is passionate about creating impactful customer experiences.

Core Responsibilities

• Manage all engagement and nurture campaigns in Customer.io and ensure prospects are guided throughout the entire funnel, including owning segmentation strategy, cadence optimization, and lead management

• Partner with growth teams to target high-value prospects, develop compelling messaging that drives engagement, and move leads through the lifecycle - collaborating closely with marketing, partnerships, and sales teams

• Support strategic initiatives including product launches, partnership activities, webinars, and co-branded marketing efforts through promotional and follow-up campaigns

• Own the development and optimization of targeted nurture sequences for different therapist specialties, creating behavior-based campaigns that drive feature adoption and/or engagement

• Generate data-driven hypotheses to continuously optimize lifecycle campaigns and communications, working with data and reporting to measure impact and develop strategies for improvement

• Support the customer engagement team by launching and optimizing onboarding and re-engagement campaigns focused on retention

• Monitor and improve key email metrics through consistent A/B testing of campaign elements, including open rates, click-through rates, and conversion rates

Required Qualifications

• 2-4 years of experience developing end-to-end lifecycle campaigns, from strategy to execution and measurement, with a proven track record of driving revenue and improving retention metrics

• Strong expertise in marketing automation platforms, particularly Customer.io or similar tools, with deep understanding of segmentation, campaign architecture, and lead scoring methodologies

• Demonstrated experience in customer segmentation and data-driven campaign optimization, with strong analytical skills and ability to translate insights into action

• Experience with customer analytics tools (e.g., Amplitude, Looker) and ability to use data to inform campaign strategy and measure success

• Outstanding written and verbal communication skills, with proven ability to collaborate effectively across marketing, sales, and product teams

Nice-to-Have

• Technical proficient in basic HTML/CSS

• Experience working with accounting, fintech, or B2B SaaS companies

• Background in developing and optimizing customer onboarding programs

• Experience with SMS and push notification campaigns