Director of Lifecycle Marketing (Remote)

The Director of Lifecycle Marketing at Rula involves leading the overall strategy for patient engagement throughout their experience with us. This role is responsible for crafting campaigns that guide patients from their first interaction to their ongoing treatment goals, utilizing email, SMS, and in-platform communication to enhance patient experiences.

Candidates for the Director of Lifecycle Marketing position at Rula should have at least 10 years of consumer marketing experience, with a minimum of 5 years in complex lifecycle marketing incorporating email and SMS strategies. Additionally, applicants need 3+ years of leadership experience and strong analytical skills.

Rula offers a fully remote work environment for the Director of Lifecycle Marketing position, promoting a healthy work-life balance. Our team is committed to inclusivity and offers various resources and support to ensure team members feel valued and engaged in their roles.

Rula prioritizes employee well-being by offering comprehensive health benefits, a 401(k) plan, generous time-off policies including dedicated self-care weeks, employee assistance programs, and wellness events to foster a supportive community.

The primary responsibilities include developing and executing the lifecycle marketing strategy, conducting A/B testing to enhance communication, coordinating with product and operations teams, and leading a marketing team to drive patient engagement and satisfaction.

Ideally, candidates should have experience with consumer-focused lifecycle marketing in a high-frequency services context. This could involve strategies for ongoing patient engagement, governance for email and SMS communications, and a history of executing successful marketing programs in dynamic environments.

The Director of Lifecycle Marketing at Rula can significantly impact how mental healthcare is perceived and received by patients. By enhancing patient journeys and engagement strategies, they will contribute to breaking the stigma around mental health and fostering a caring, compassionate environment.

In developing a lifecycle marketing strategy, it’s essential to start by understanding the patient journey. Analyzing data to identify key touchpoints and patient needs will guide the development of relevant campaigns. Additionally, A/B testing different approaches allows you to refine your strategy continuously.

My experience with A/B testing involves designing experiments that test variations in messaging, timing, and channel effectiveness. By measuring engagement metrics, I can determine which approaches resonate best with patients and iterate on those insights to enhance our marketing efforts further.

Effective communication across teams requires establishing regular check-ins and utilizing collaboration tools. Transparency is key, so I ensure all team members understand project objectives and timelines. This approach fosters cross-functional alignment and ensures that marketing strategies support broader company goals.

Key metrics to evaluate lifecycle marketing success include patient engagement rates, conversion rates, retention metrics, and the lifetime value of patients. These metrics provide insights into how well your campaigns are performing and inform future strategies.

If engagement rates are low, it’s vital to analyze the campaign’s performance data. Understanding where the drop-off occurs can point to elements for improvement, whether that’s adjusting the messaging, targeting a different audience segment, or exploring different communication channels.

In a previous role, I led a lifecycle marketing campaign aimed at onboarding new patients. By segmenting our audience and personalizing communication, we saw a 30% increase in engagement and improved patient retention rates, significantly enhancing the overall patient experience.

Data is fundamental to my marketing strategy as it guides every decision I make. From audience segmentation to campaign performance analysis, data enables me to derive insights that shape our tactics and optimize them for better results.

Prioritizing marketing programs involves assessing the potential impact and alignment with overall business goals. I typically conduct a cost-benefit analysis and consult with cross-functional teams to determine which initiatives will drive the best results.

Staying abreast of trends in lifecycle marketing requires regular engagement with industry resources, participating in webinars, and networking with other professionals. This continuous learning helps inform my strategies and ensures that our campaigns remain cutting-edge.

My leadership style is collaborative and empowering. I believe in fostering an environment where team members feel valued and supported, encouraging creativity and innovation while providing the necessary guidance and resources for success.