DescriptionThe RoleVisana Health is looking for a Lifecycle Marketing Manager to build and operate email and SMS programs that move prospective and existing patients toward ongoing care.
This is a hands-on individual contributor role for a lifecycle marketer who enjoys building complex journeys, improving how they perform, and digging into the details when something is not working. You'll spend significant time directly in our CRM building campaigns and automated journeys, while owning testing, measurement, troubleshooting, and ongoing optimization.
You should be comfortable with segmentation, triggers, custom fields, personalization, suppression rules, tracking, automation logic, and campaign QA. Strong writing matters too. You'll need to turn complex women's health topics into clear, useful messages that feel relevant to the patient and the moment.
You'll primarily work in ActiveCampaign today and will also help evaluate and potentially migrate to a more advanced lifecycle marketing platform in 2027. This role reports to the Senior Manager, Lifecycle Marketing and works closely with Marketing Operations, Analytics, Product, Data, Clinical, and other teams.
What You'll OwnBuild and Operate Lifecycle Programs- Personally build, QA, launch, monitor, and maintain email and SMS campaigns and automated journeys in ActiveCampaign.
- Execute lifecycle programs across onboarding, booking, appointment reminders, abandoned bookings, re-engagement, education, retention, webinars, and other patient communications.
- Translate campaign requirements into accurate workflows using segmentation, triggers, branching logic, waits, custom fields, tags, personalization, suppression rules, and exit criteria.
- Own campaign setup from brief through launch, including audiences, links, UTMs, personalization, tracking, automation logic, and suppression requirements.
- Independently investigate audience discrepancies, automation failures, personalization issues, unexpected sends, rendering problems, and other CRM issues, partnering with Marketing Operations, Data, or Product when needed.
- Monitor active automations after launch to ensure they continue working as intended.
- Draft and edit clear, patient-friendly email and SMS copy as needed.
Own Campaign QA and Lifecycle Operations- Maintain strong CRM hygiene across lists, tags, custom fields, segments, automations, templates, and naming conventions.
- Maintain campaign documentation, SOPs, QA checklists, and reusable templates.
- Regularly audit automations for outdated logic, broken dependencies, overlapping audiences, unnecessary complexity, and opportunities to simplify or consolidate.
- Monitor consent, unsubscribes, suppression logic, communication frequency, and audience overlap.
- Partner with Marketing Operations on deliverability, list health, opt-in rates, and other channel health metrics.
- Build reusable systems and processes that reduce manual work and improve campaign quality and speed.
Manage the Lifecycle Calendar- Maintain the lifecycle marketing calendar across campaigns, automated journeys, employer and health plan programs, webinars, and other patient communications.
- Keep priorities, dependencies, approvals, and tradeoffs visible.
- Manage campaign timelines and proactively follow up with stakeholders to keep work moving.
- Partner with the Senior Manager, Lifecycle Marketing as well as our Product Marketing Manager, Care Offerings & Commercialization, to translate lifecycle strategy and business priorities into a clear roadmap and executed programs.
Test and Improve Performance- Design and execute structured tests across messaging, subject lines, calls to action, audiences, timing, and journey structure.
- Ensure test groups, variants, tracking, and measurement plans are correctly implemented.
- Monitor performance across delivery, engagement, enrollment, booking, completed visits, and retention.
- Identify meaningful patterns, anomalies, and performance changes and proactively recommend what to investigate or test next.
- Follow through on recommendations by implementing changes, launching subsequent tests, and documenting results.
- Maintain a clear record of what was tested, what happened, and what changed as a result.
Support Measurement and Reporting- Ensure KPIs, conversion events, UTMs, and tracking requirements are correctly implemented before campaigns launch.
- Maintain recurring campaign reporting and lifecycle dashboards in partnership with Marketing Analytics.
- Validate campaign data and investigate discrepancies or attribution gaps.
- Use analytics tools directly to understand campaign and funnel performance.
- Prepare concise reporting that answers:
- What happened?
- What changed?
- Where is performance stronger or weaker?
- What should we investigate, change, or test next?
Partner on Marketing Technology and Data- Develop a strong understanding of how patient profile data and behavioral events flow into lifecycle campaigns.
- Partner with Marketing Operations, Data, Product, and Engineering on event tracking, profile fields, integrations, data quality, and suppression logic.
- Identify opportunities to improve lifecycle data, automation, and platform capabilities.
- Support the evaluation and potential migration from ActiveCampaign to a new lifecycle platform in 2027, including requirements gathering, testing, documentation, migration support, and QA.
Use AI to Increase Efficiency- Use AI to accelerate campaign development, QA, documentation, analysis, and workflow automation.
- Build reusable prompts, workflows, and processes rather than relying only on one-off requests.
- Use AI as an additional quality-control step to identify potential errors, inconsistencies, or gaps before launch.
- Identify repeatable ways to reduce manual work while maintaining appropriate human review and safeguards.
- Validate AI-generated work and protect sensitive information.
RequirementsWhat We're Looking For- 3-5 years of hands-on experience in lifecycle marketing, CRM marketing, email marketing, marketing automation, marketing operations, or a related field.
- Demonstrated experience independently building and troubleshooting automated journeys in a CRM or lifecycle marketing platform.
- Strong working knowledge of segmentation, triggers, conditional logic, custom fields, personalization, suppression rules, testing, and campaign automation.
- Ability to investigate why an audience, automation, tracking setup, personalization rule, or campaign did not behave as expected.
- Strong campaign QA discipline and attention to detail.
- Comfort working with customer or patient data and understanding how fields, attributes, and behavioral events drive campaigns.
- Ability to interpret campaign and funnel performance, identify anomalies, and turn findings into action.
- Ability to document workflows and build repeatable processes others can follow.
- Strong written communication skills and ability to draft or edit clear, patient-friendly communications.
- Ability to manage multiple campaigns, deadlines, and stakeholder requests at once.
- Proactive, resourceful working style with good judgment about when to investigate independently and when to bring in additional partners.
- Interest in growing into broader lifecycle strategy and ownership over time.
Nice to Have- Hands-on experience with ActiveCampaign.
- Experience with Braze, Iterable, HubSpot, Klaviyo, Marketo, or another lifecycle marketing platform.
- Experience building SMS campaigns and automated SMS journeys.
- Familiarity with Mixpanel, Lightdash, or similar analytics tools.
- Experience working with event-based customer data, integrations, or marketing data pipelines.
- Basic SQL or HTML proficiency.
- Experience supporting a CRM implementation, migration, or major platform reconfiguration.
- Familiarity with email deliverability, sender reputation, suppression, list hygiene, and consent management.
- Experience in healthcare or another industry with sensitive customer data and communication requirements.
What Success Looks LikeWithin the first 6-12 months, this person should:- Independently build, QA, launch, and troubleshoot most lifecycle campaigns with light oversight.
- Reduce the day-to-day execution required from the Senior Manager, Lifecycle Marketing.
- Improve consistency and reliability across campaign setup, QA, documentation, naming, tracking, and reporting.
- Identify and resolve CRM, automation, audience, or tracking issues before they become larger problems.
- Turn campaign performance insights into actual tests and program improvements.
- Create reusable workflows and systems that make the team faster and reduce manual work.
- Maintain reliable lifecycle reporting that connects campaigns to enrollment, visits, retention, and other business outcomes.
- Become a key contributor to the evolution of Visana's lifecycle technology and potential CRM migration.
- Grow from strong execution into increasing ownership of lifecycle programs and strategy.
What Visana Offers- Compensation: $95,000-$120,000 base salary
- Comprehensive medical, dental, and vision insurance
- HSA and FSA options
- 401(k)
- Fully remote work
- Unlimited PTO
- Health and wellness benefits, including Wellhub and Talkspace
- The opportunity to work alongside a passionate, mission-driven team transforming women's healthcare
- Significant exposure to commercial strategy and the opportunity to grow your responsibilities as Visana scales
