Note: The job is a remote job and is open to candidates in USA. HerScan expands access to breast ultrasound screening through convenient nationwide screening events that help women take a proactive approach to their breast health. The Senior Manager, Lifecycle Marketing will build and own the customer lifecycle marketing engine across CRM, email, SMS, digital experiences, content, and analytics to drive acquisition, bookings, retention, and repeat engagement. This hands-on role will also steward customer data, deliverability, consent, and trusted breast health communications.
Responsibilities
- Develop and execute the lifecycle marketing strategy across the entire customer journey—from initial awareness and lead capture through booking, screening, re-engagement, and repeat screening
- Build programs designed to increase customer acquisition, conversion, retention, repeat bookings, and customer lifetime value
- Identify opportunities within the customer database to create new growth through segmentation, personalization, behavioral triggers, reactivation, and targeted campaigns
- Develop a structured testing roadmap across messaging, offers, audiences, timing, frequency, creative, landing pages, and customer journeys
- Own the day-to-day strategy, architecture, and execution of HerScan’s CRM and marketing automation platform, with HubSpot expertise strongly preferred
- Build and maintain sophisticated automated workflows based on customer behavior, screening history, geography, engagement, lifecycle stage, and other relevant customer attributes
- Create and manage customer segments and dynamic audiences that enable increasingly personalized communication
- Develop lead nurturing, abandoned booking, booking confirmation, pre-screening, post-screening, re-engagement, repeat screening, and win-back journeys
- Continuously evaluate the CRM architecture, data quality, integrations, workflows, and automation logic to improve scalability and performance
- Own HerScan’s email and SMS programs from strategy through execution
- Build, deploy, test, and optimize email and SMS campaigns and automated journeys
- Develop sophisticated segmentation strategies to deliver the right message to the right customer at the right time
- Manage communication frequency and contact strategies to maximize engagement and revenue while minimizing unsubscribes, SMS opt-outs, spam complaints, and customer fatigue
- Monitor and improve inbox placement, sender reputation, authentication, bounce rates, suppression practices, engagement, and overall email domain health
- Maintain strong knowledge of email and SMS marketing best practices, consent requirements, deliverability standards, and evolving industry requirements
- Build and optimize landing pages, forms, campaign pages, and other conversion-focused digital experiences
- Partner across the organization to continuously improve the journey from marketing communication to screening appointment
- Use conversion data and customer behavior to identify friction points and opportunities to improve booking conversion
- Develop and execute A/B and multivariate tests across landing pages, calls-to-action, messaging, forms, emails, and SMS
- Develop compelling lifecycle content centered around breast health, proactive screening, education, and the HerScan customer experience
- Translate complex breast health topics into clear, approachable, empathetic, and action-oriented communications
- Develop content calendars and messaging strategies that create ongoing reasons to engage with HerScan beyond promotional campaigns
- Partner with appropriate internal and external subject-matter experts to ensure health-related communications are accurate, responsible, and aligned with HerScan standards
- Maintain a consistent brand voice across email, SMS, landing pages, website experiences, and customer communications
- Establish lifecycle marketing KPIs and reporting that clearly connect marketing activity to business outcomes
- Track and improve metrics including lead-to-booking conversion, campaign conversion, repeat booking rates, reactivation, retention, email engagement, SMS engagement, unsubscribe and opt-out rates, deliverability, and customer lifetime value
- Build dashboards and reporting that make lifecycle performance visible and actionable
- Use cohort analysis, segmentation, experimentation, and customer behavior data to identify opportunities for incremental growth
- Develop a continuous test-learn-optimize discipline across the lifecycle program
Skills
- 5–8+ years of experience in lifecycle marketing, CRM, retention marketing, growth marketing, or a closely related discipline, with demonstrated ownership of sophisticated customer lifecycle programs
- Deep hands-on experience with HubSpot or a comparable CRM and marketing automation platform, including workflows, segmentation, lists, forms, landing pages, email automation, reporting, and database management
- Advanced expertise in email and SMS marketing, including segmentation, personalization, automation, testing, campaign optimization, and deliverability
- Strong understanding of email deliverability and sender reputation, including domain health, authentication, list hygiene, bounce management, spam complaints, suppression strategies, and engagement-based segmentation
- Demonstrated ability to use lifecycle marketing to improve measurable business outcomes such as customer acquisition, conversion, retention, reactivation, repeat purchase or booking behavior, and lifetime value
- Experience building landing pages, forms, websites or web content, and conversion-focused digital experiences
- Strong copywriting and content development skills with the ability to make complex topics understandable, engaging, and actionable
- Strong analytical capabilities and comfort using data to develop hypotheses, prioritize opportunities, measure performance, and make decisions
- Experience designing and executing A/B tests and structured experimentation programs
- Ability to move comfortably between strategy and execution. This is a hands-on builder role
- Excellent project management skills and the ability to manage multiple campaigns, audiences, workflows, and deadlines simultaneously
- Experience in healthcare, consumer health, wellness, preventive care, diagnostics, women's health, or another trust-sensitive consumer category
- Advanced HubSpot experience, including complex workflows, custom properties, lifecycle stages, lead scoring, reporting, and integrations
- Experience managing high-volume email and SMS programs
- Experience working with geographically segmented customer populations and location-based campaigns
- Familiarity with paid media and customer acquisition funnels and how lifecycle marketing can improve the economics of acquisition
- Experience working in a high-growth or entrepreneurial environment where the lifecycle marketing infrastructure is still being built and improved
Benefits
- 401(k) matching
- Dental insurance
- Health insurance
- Life insurance
- Paid time off
- Vision insurance
- Remote work
Company Overview