Lifecycle Marketing Lead, Activation (B2B2C)

Spring Health is looking for a Lifecycle Marketing Lead to own and optimize the early journey for our members, from the moment they're invited by their employer through onboarding, first actions, and early habit formation. This IC will design the programs that accelerate time-to-value, guide members toward their first meaningful care milestone, and build strong foundations for long-term engagement. This role is perfect for a lifecycle marketer with deep experience building onboarding and activation engines in B2B2C, SaaS, PLG, or subscription businesses. You'll report to the Director of Lifecycle Marketing and collaborate closely with Product, Data, Engineering, CS, and Creative to deliver personalized, high-impact onboarding and activation programs at scale. Please note that this is a hybrid role based in New York City, with an expectation to be in office 3 days a week. Our office is located at 60 Madison Avenue. What You'll Be Doing Own and Optimize the Member Activation Funnel * Design and run multi-channel onboarding programs (email, push, SMS, in-app, direct mail) that guide new members through setup, exploration, and early engagement. * Build automated journeys that increase onboarding completion, accelerate time-to-value, and drive members toward their first care action. * Develop friction-reduction strategies, improving the path from "eligible member" to "activated member." * Partner with Product to build relevant, behavior-based interventions that increase the likelihood of early success. Lead Experimentation & Continuous Improvement * Own a test-and-learn roadmap across onboarding touchpoints, creative, segmentation, triggers, channel mix, timing. * Run A/B and multivariate tests across journeys to identify the highest-impact conversion drivers. * Analyze behavioral data to form hypotheses that sharpen messaging relevance and reduce early drop-off. * Bring best practices from PLG, SaaS, and B2B2C onboarding strategies into Spring Health's ecosystem. Collaborate Cross-Functionally to Drive Early Success * Act as the lifecycle lead for early journey experiences, partnering closely with Product, Engineering, CS, and Data. * Work with Creative and Content partners to ensure messaging is supportive, inclusive, and aligned with our brand voice. * Collaborate with CS and employer-facing teams to align onboarding insights with customer success motions. * Connect activation programs to downstream journeys owned by other lifecycle team members. Drive Measurement, Insights, and Optimization * Define and own activation KPIs: onboarding completion, time-to-value, first appointment scheduled, early engagement, and Day 7/30 activation rates. * Partner with Analytics to track funnel performance, uncover blockers, and inform roadmap priorities. * Establish consistent QA processes, documentation, tagging, and reporting for all onboarding programs. What Success Looks Like in This Role * Higher % of eligible members completing onboarding flows. * Faster time-to-value and reduced time to first meaningful action. * Significant lift in early engagement metrics (e.g., account setup, first appointment, first activity). * A cohesive, insight-led activation strategy recognized across Product, CS, and Marketing. * Flawless execution: accurate targeting, consistent personalization, and reliable automations. What We're Looking For * 6-10+ years in lifecycle, growth, or CRM marketing, ideally in B2B2C, SaaS, PLG, or subscription businesses. * Proven track record optimizing onboarding, activation, or early lifecycle funnels. * Experience building automated journeys across multiple channels. * Strong analytical skills: comfortable with experimentation frameworks and data-driven hypothesis development. * Hands-on experience with lifecycle automation platforms (Iterable preferred; Braze, HubSpot, Customer.io, Salesforce Marketing Cloud also great). * Excellent cross-functional communicator with a bias for action and a systems mindset. * Passion for creating experiences that meaningfully improve people's lives. The target base salary range for this position is $147,140 - $183,930 and is part of a competitive total rewards package including stock options and benefits. Individual pay may vary from the target range and is determined by a number of factors including experience, location, internal pay equity, and other relevant business considerations. We review all employee pay and compensation programs annually using Radford Global Compensation Database at minimum to ensure competitive and fair pay. Benefits provided by Spring Health: Note: We have even more benefits than listed here and below, your recruiter will provide more in-depth information as you continue in the interview process. Benefits are subject to individual plan requirements and eligibility criteria. * Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medical accounts HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs, depending on your plan type. * Employer sponsored 401(k) match of up to 2% for retirement planning * A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents. * We offer competitive paid time off policies including vacation, sick leave and company holidays. * At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents. * Access to Noom, a weight management program-based in psychology, that's tailored to your unique needs and goals. * Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses. * Access to Wellhub, which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription * Access to BrightHorizons, which provides sponsored child care, back-up care, and elder care * Up to $1,000 Professional Development Reimbursement a year. * $200 per year donation matching to support your favorite causes.