Overview
Position: Lifecycle Marketing Manager
FLSA Classification: Exempt
Reports to: Director, Brand & Content
Supervises: N/A
Purpose: This hands-on role owns the Salesforce Marketing Cloud platform and the lifecycle programs that run on it: audiences, automated email and SMS journeys, direct mail where it earns its place, and a disciplined testing program. This role has scope over lifecycle strategy and experimentation and analytics, as well as being responsible for writing direct customer-facing content and building the automated journeys and campaigns in accordance with brand standards, creative, and content strategy set out by the Director, Brand and Communications.
Essential Duties & Responsibilities:- Lifecycle Strategy and Campaign Calendar. Build the annual, quarterly, and monthly lifecycle plan around the rhythms of ABA care: school-year starts, summer and holiday schedule changes, discharge and transition periods, and de novo center openings. Align it to same-store growth goals and center capacity.
- Automated Journeys. Design, build, test and maintain the programs that move families through the funnel and keep them engaged:
- Inquiry follow-up and speed-to-lead nurture
- Post-assessment waitlist engagement and status updates
- Intake completion and start-of-care onboarding
- Missed-appointment and no-show recovery
- Caregiver education and ongoing engagement during treatment
- Reactivation and win-back of families who paused or dropped off
- Referral-partner communications (pediatricians, schools, other providers) in coordination with Business Development
- Audience Segmentation. Build segments from inquiry source, location, funnel stage, waitlist status, payer, age band, and engagement history. Cross functionally collaborate with Intake, Analytics, and Operations.
- Testing and Optimization. Own the experimentation roadmap and learning agenda. Audit existing journeys and campaigns, then run A/B, multivariate and holdout tests on targeting, creative, offers, timing, frequency and triggers. Turn every test into a documented decision and a shared playbook.
- Content and Creative. Write and edit subject lines, copy and calls to action for email and SMS. Write creative briefs and direct designers and agencies, within the brand and tone-of-voice standards set by the Director, Brand & Communications.
- Marketing Cloud Administration and Deliverability. Own configuration, data extensions, permissions, integrations, QA, scheduling, deployment, sender reputation and list health.
- Direct Mail and Vendor. Run direct mail (for example de novo launches and reactivation) from audience selection and creative through print vendor, suppression and deduplication, address quality, timelines, budget and reporting. Coordinate with the Marketing Coordinator.
- Measurement and Reporting. Define the measurement plan and KPIs for lifecycle marketing strategy.
- Data Governance and Compliance. Work with Compliance, IT and Analytics to ensure all lifecycle programs are appropriately configured for compliance. Manage consent and opt-out for SMS and email (TCPA, CAN-SPAM).
Outcomes: - Restructure and relaunch lifecycle marketing for lead, active family, inactive family, referral audiences, etc.
- Develop marketing automation sequences and journeys using Salesforce Marketing Cloud or other customer engagement platform
- Consolidate technical ownership and analytics of lifecycle marketing within Marketing team
- Create a continuous improvement process with lifecycle marketing that deploys ongoing testing, measurement, and optimization
Requirements: - 5+ years in lifecycle, CRM, marketing automation or direct-response marketing, ideally in healthcare, behavioral health, or multi-location consumer services.
- Hands-on experience administering an enterprise marketing automation platform (Salesforce Marketing Cloud strongly preferred: Journey Builder, Email Studio, Mobile Studio, Automation Studio, SQL and data extensions) and building automated journeys end to end.
- Strong marketing writing, editing and proofreading skills, and the ability to turn business goals and family needs into clear, empathetic messaging.
- Proven experience designing and running testing programs (A/B, multivariate, holdout) and turning results into decisions.
- Strong understanding of segmentation, personalization, attribution and campaign analysis, plus strong SQL and data skills.
- Experience managing direct mail and print vendors, mailing lists and production schedules is a plus.
- Working knowledge of HIPAA, TCPA and CAN-SPAM, and of privacy-safe tracking in healthcare.
- Strong project management and communication skills, and the ability to manage multiple markets, campaigns and stakeholders independently.
- Bachelor's degree in marketing, business, analytics or a related field.
Expectations: Physical Demands/Work Environment:
This is a high growth, fast paced organization, and the work environment characteristics described here are representative of those the employee encounters while performing the essential functions of the job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
- Mental acuity to collect and interpret data, evaluate, reason, define problems, establish facts, draw valid conclusions, make valid judgement and decisions.
- Must be able to receive detailed information through oral and written communication.
- Must be able to communicate, convey, and exchange information through oral and written communication.
- See near and far distances and distinguish colors.
- Noise level is low to moderate.
Physical Demands Occasional
(1-33%)
Frequent
(34-66%)
Constant
(67-100%)
Light physical activity performing non-strenuous daily activities of an administrative nature (sitting, standing, walking)
X
Operates a computer and other office equipment such as copy machine and printer
X
Repetitive motions of the wrists, hands, and/or fingers
X
Ability to lift up to 25 Ibs
X
Travel Expectations
X
Must be able to occasionally stand, walk, stoop, kneel, crouch, crawl, reach with hands and arms. Regularly sit, talk, see close, frequently perform fine motor tasks, cope with noise level most times moderate, but will occasionally get loud, occasionally lift or move up to 50 pounds.
Please Note: BI can add to or remove duties as often as needed.
I have read, understood, and will commit to the above-mentioned job responsibilities and expectations.
Signature Date
