Senior Manager, Lifecycle Marketing

9 hours ago

Denver, United States Meru Health Full time
Job DescriptionJob Description

Meru Health is currently looking for a Senior Manager, Lifecycle Marketing, to join on Denver team.

About Meru Health

At Meru Health, our mission is deeply personal.

Founded in 2016 after losing loved ones to mental health challenges, our founders witnessed firsthand the significant gaps in access to effective care that drives long-lasting results. Their experiences highlighted a crucial truth: mental health issues are often intertwined with physical health. The impact of nutrition, sleep, and breathing on mood and physical well being—and vice versa—is well documented, yet many mental health services continue to overlook this vital connection.

Traditional talk therapy and psychiatric treatments alone aren't sufficient for most people. That's why our digital 12-week program is proven to treat mild to severe symptoms of stress, depression, anxiety, burnout and more. Addressing the mind and body, it includes scheduled video calls and unlimited chatting with a therapist plus on-demand wellness practices, heart rate variability (HRV) therapy and anonymous community support—all from an easy-to-use app. The result? 2X better outcomes than traditional therapy.

Your main responsibilities:

We're looking for a strategic, creative and data-driven lifecycle marketing expert to own all aspects of our lifecycle marketing; from nurturing and converting leads to driving engagement and retention with users throughout their Meru Health journey. This role will work cross-functionally with marketing, product, data and clinical teams to develop compelling storytelling, deliver campaigns that add value at every touchpoint, and achieve growth through hypothesis-driven experimentation. You will play a pivotal role in ensuring our messages reach the right audience at the right time. And as a data enthusiast, you will become an expert in our users, diving deep into the data to get at the core of how to attract, convert, engage and retain users.

Your areas of ownership:

  1. Effectively nurture leads, convert prospects, and increase customer retention through onboarding and in-product outreaches
    • Own and execute lead nurture/re-engagement email and SMS campaigns, from content creation, setting up and optimizing campaigns to analyzing and reporting on opportunities to improve performance and increase LTV
    • Support A/B tests in subject lines, creative, and copy tests to improve open rates, click-through rates, and conversions
    • Design and optimize member journey maps, identifying key touch points and opportunities for engagement and personalization across email, SMS, direct mail, digital marketing advertising, chat, in-app messaging, and other channels as they are implemented
    • Partner with product and marketing to run experiments along the member journey, using multi-channel communications and effective storytelling
    • Collaborate closely with the brand and creative team to ensure all communications appropriately represent the Meru Health brand voice, tone and overall positioning
    • Leverage data and analytics to measure campaign performance, optimize member engagement strategies, and drive ROI by reducing CAC and optimizing channel efficiency
    • Manage and report on lifecycle marketing roadmaps, as well as respective growth marketing KPIs; work with a data analytics team to develop and monitor KPIs to ensure the effectiveness of lifecycle marketing efforts, including member conversion, retention, engagement rates, and satisfaction scores
  2. Assess and improve our MarTech stack to drive operational efficiencies
    • Oversee the selection, implementation, and optimization of marketing technology tools, including integration with CRM systems, marketing automation platforms, and analytics tools
    • Lead efforts to continuously improve marketing operations through automation, data management, and advanced segmentation techniques
    • Find opportunities to improve our approach to email segmentation, personalization, automation, and tracking — not just across nurture efforts, but also top-of funnel awareness and demand generation campaigns
    • Engage in cross-functional efforts to maintain health of integration and automation between Customer.io and Meru Health's product
  3. Leverage user research to effectively target customers with personalized messaging and experiences at each stage
    • Initiate and manage ongoing user research and share insights on pain points and preferences at different stages of the journey back with brand, marketing and product teams
    • Apply user research insights to help identify distinct customer segments based on their needs, allowing for personalized marketing campaigns tailored to each group
  4. Support new product GTM strategies that support larger business priorities
    • Develop and pilot member lifecycle communications journeys for new products and initiatives, ensuring marketing is on pace with product development to reduce funnel dropoff
    • Connect industry trends with functional and business opportunities; mobilize against opportunities which drive the largest potential impact
  5. Act as a member marketing and email marketing SME, supporting strategy and execution for related initiatives
    • Consult on and lend expertise to communication strategies for other areas of the business, like demand gen email marketing and other direct-to-consumer efforts
    • Identify trends and lifecycle marketing strategies from other leading global brands to glean insights on best practices and new innovative ideas for email marketing tactics, including audits of how we can acquire, nurture, and retain customers

What you will need to be successful in this role:

  1. Skills needed:
  • Alignment with our values and passion for our mission
  • Skilled writer and an eye for design (as you will lead the development of marketing content and assets that support lifecycle marketing efforts, including emails, landing pages, and in-app experiences)
  • Strong data analysis skills that allow you to make data-driven recommendations to improve customer journeys and engagement
  • Experimentation skills and strong understanding of A/B testing to optimize messaging
  • Strong project management, communication, and time management skills
  • Self-motivated and highly organized with the ability to apply expertise and learnings to new environments with new constraints
  • Ability to both think strategically and implement tactically, with excellent communication and leadership skills

Work experience needed:
  • 10 years of experience in CRM or lifecycle marketing operations for a direct-to-consumer or B2B2C brand
  • Experience with email marketing, SMS and push notification delivery
  • Healthcare experience, ideally within early stage, high growth SaaS, telehealth or subscription-based business models
  • Experience ideating and leading growth marketing and/or lifecycle marketing initiatives, personalization, and marketing research
  • Experience building repeatable processes that scale, improving operations or driving change management a plus
  • Experience working cross-functionally with Clinical, Analytics, Product, Technology, and Engineering teams to ensure alignment and drive shared goals

Knowledge, education, and/or training needed:
  • A deep understanding of MarTech tools and analytics
  • Strong proficiency within Customer.io and/or other related email marketing tools
  • Proficient in data visualization platforms (ideally Mixpanel)
  • Advanced knowledge of marketing automation best practices for DTC
  • Proficient in building and editing HTML emails

Compensation: $140,000-$160,000

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