Lifecycle Marketing Manager

About the Company Octave is a modern behavioral health practice creating a new standard for care delivery that’s both high-quality and accessible. With in‑person and virtual clinics in multiple states, the company offers evidence‑based individual, couples, and family therapy, while pioneering relationships with payers to make care more affordable through insurance. By raising the bar on how care is delivered and how providers are supported, we are building a sustainable system that values equity, affordability, and effectiveness.
Job Summary We are looking for a strategic and data‑driven Lifecycle Marketing Manager to own and optimize the full patient journey — from lead nurture and onboarding through engagement, cross‑sell, and retention. In this role, you will develop and execute personalized, multi‑channel campaigns across email and SMS using Iterable, while leading a rigorous experimentation roadmap to continuously improve performance. You will partner closely with Data & Analytics, Clinical, Product, and Operations teams to build scalable, HIPAA‑compliant lifecycle programs that deliver measurable business impact.
Duties/Responsibilities Own and drive the full lifecycle marketing strategy across all stages (lead nurture, onboarding, activation, engagement, cross‑sell, and retention) ensuring each stage of the patient journey is intentional, personalized, and measurable.
Develop and execute lifecycle campaigns across email and SMS, leveraging Iterable to build and optimize automated journeys and always‑on programs.
Lead a rigorous experimentation roadmap, including A/B and multivariate testing of messaging, creative, cadence, segmentation, and value propositions, to drive continuous performance improvement.
Define and own lifecycle KPIs, building reporting frameworks and sharing regular performance insights with marketing and cross‑functional leadership.
Partner with the Data and Analytics teams to develop audience segmentation strategies, leverage behavioral signals, and integrate AI‑driven insights to enhance personalization at scale.
Collaborate cross‑functionally with Clinical, Product, Brand, and Operations teams to align lifecycle programs with broader business goals and patient experience standards.
Direct creative strategy for lifecycle channels, including briefing, reviewing, and optimizing copy and design to ensure brand consistency and message effectiveness.
Ensure all lifecycle marketing programs are developed and executed in compliance with HIPAA regulations and applicable federal and state laws, partnering with Legal and Compliance as needed.
Build and maintain lifecycle process documentation, campaign playbooks, and training materials, publishing these on appropriate internal platforms.
Evaluate and manage lifecycle marketing technology partnerships, making recommendations for optimization and scaling of the tech stack.
Collaborate with clinical operations to ensure seamless communication and roll out of new policies to our clinical network, including welcome emails and training materials.
Leverage AI tools as a core part of daily work (drafting, research, iteration) to improve efficiency, quality, and decision‑making.
Required Skills Strong strategic and analytical thinking, with the ability to translate complex data into clear hypotheses, actionable insights, and business recommendations.
Deep expertise in lifecycle marketing strategy across the full funnel (nurture, onboarding, engagement, cross‑sell, upsell, and retention).
Hands‑on, proficient experience with Iterable. This person will be expected to build, execute, and optimize campaigns in Iterable.
Proven ability to design and manage experimentation roadmaps, including A/B testing, multivariate testing, and iterative optimization methodologies.
Experience directing creative decisions for lifecycle channels, including copy strategy, creative briefing, and performance‑based iteration.
Strong cross‑functional collaboration skills; ability to manage stakeholder expectations, influence without authority, and build alignment across diverse teams.
Familiarity with reporting and analytics tools such as Looker, Tableau, Amplitude, or similar.
Excellent written and verbal communication skills, including experience presenting strategy and results to senior leadership.
Working knowledge of HIPAA regulations and their implications for patient marketing communications.
Comfort using AI tools in day‑to‑day workflows, with a willingness to continuously rethink and improve how work gets done.
Curiosity and openness to experimenting with new tools and approaches; prior experience with AI tools is a plus.
Education & Experience 5+ years of direct‑to‑consumer lifecycle marketing experience, including hands‑on ownership of email, SMS, push, and in‑app channels.
Bachelor’s degree, ideally in Marketing, Business, or a related field.
Demonstrated track record of building and scaling lifecycle programs that drive measurable growth across acquisition, engagement, and retention metrics.
Experience in a regulated industry, healthcare, behavioral health, or health‑adjacent, strongly preferred.
Experience with AI‑powered personalization, segmentation tools, or machine‑learning‑informed campaign optimization is a plus.
Company Values We’re human beings first. We operate with empathy and kindness – with our clients, with our collaborators, and with ourselves.
People deserve better than status quo. We’re willing to tackle the intractable problems, no matter how big, because someone should. We ask big questions, we craft big solutions, and we challenge ourselves and others to make it happen.
No bystanders. No stars. No tourists. Each person has been selected to be here, and with that comes a responsibility to bring your expertise, share your ideas, and help make this company better.
Partnership paves the path ahead. We don’t operate in a silo, internally or externally. To transform the system, we believe in working with others to create something bigger, better, and stronger.
Quality is crucial at scale. Quality is core to our business, and we refuse to sacrifice it as we grow.
Progress is a process. In the pursuit of progress, we iterate, reflect, learn, adjust – and always leave things better than we found them.
There are people behind every data point. We recognize that numbers tell only one part of the story, and we also do the work to understand impacts at the individual level.
Physical Requirements Prolonged periods sitting at a desk and working on a computer.
Must be able to frequently communicate with others through virtual meeting applications such as Zoom and Google Meet.
Must be able to observe and communicate information on company provided laptop.
Move up to 10 pounds on occasion.
Must be eligible to work in the United States without sponsorship now or in the future.
Compensation, Equity & Incentives Base Salary Range: Octave is committed to pay equity and transparency. Our salary ranges are determined by role, level, and location/ zone. Final pay within the posted range will be decided based on a combination of job‑related factors, including education, training, experience, and market demands.
Geo 1 (All other states & D.C.): $93,600 – $109,700
Geo 2 (CO, HI, MD, RI): $103,000 – $111,900
Geo 3 (AK, CA, CT, MA, NJ, NY, WA): $107,600 – $116,900
Variable Compensation & Equity Performance Bonus: This role is not currently eligible for bonus incentives.
Equity Awards: This role is eligible to participate in Octave’s equity program via Stock Options, subject to the terms of the applicable Equity Incentive Plan.
Remote Work Stipend: New full‑time employees receive a $300 equipment reimbursement to support a home office setup.
Internet & Phone Reimbursement: Full‑time employees are eligible for a monthly reimbursement of up to $75 for internet and cell phone related expenses.
Comprehensive Benefits Health & Wellness: Choose what works best for you with one High Deductible Health Plan (HDHP) and two PPO medical plan options, plus comprehensive Dental and Vision coverage.
Medical Support: Enjoy access to a company‑sponsored membership with One Medical for convenient, modern care.
Retirement: Plan for your future with a 401(k) that offers both traditional and Roth options.
Paid Time Off: Time to recharge matters. Take advantage of a generous time off policy, up to 15 paid company holidays, and accrued sick time.
Financial Protection: We’ve got you covered with company‑paid Life, AD&D, and Disability insurance, plus optional extras like Pet, Legal, and Worksite plans (Critical Illness, Hospital Indemnity, and Accident).
Parental Leave (Bonding Time): Growing your family? Full‑time employees can take paid bonding leave after 6 months, whether it’s a new baby, adoption, or foster placement. Time off increases with tenure.
Growth: Keep learning and leveling up with professional development reimbursement for role‑related growth opportunities.
How We Use Technology in Hiring As part of our hiring process, we may use technology tools, including AI‑supported systems, to assist with reviewing applications or documenting interviews. These tools are designed to support our team, not replace human judgment, and final hiring decisions are always made by our team.
Octave is committed to pay equity and transparency. Octave will not discharge or in any other manner coerce, intimidate, threaten, discriminate or retaliate against employees or applicants because they have: (i) inquired about, discussed, compared, or disclosed their own wages, benefits, or other compensation, or the wages, benefits, or other compensation of another employee or applicant; (ii) asked Octave to provide a reason for the employee’s wages or lack of opportunity for advancement; or (iii) aided or encouraged others in exercising their rights to discuss wages, compensation, or benefits, or to seek pay equity.
However, except as otherwise provided by law, employees who have access to the compensation information of other employees or applicants as part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) in compliance with the company’s legal duty to furnish information under applicable law.

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