Lifecycle Marketing Lead, Patient

1 in 4 people in the US have a treatable mental health condition, but most providers don't accept insurance, making therapy too expensive for most people. Headway’s mission is to fix this by building a new mental healthcare system everyone can access. We started by solving the biggest barrier to care: insurance. The admin work - credentialing, claims, payment reconciliation - is a nightmare. We've automated that.
But we're going further. Over 90,000 providers across all 50 states run their practice on our software, serving over 2.6 million patients. We are building the best tools for therapists to run their entire practice, reimagining the experience of finding a therapist, and investing in the platform foundations to enable this at scale, and building much of it with AI. We aren't just a billing layer; we are becoming the platform where care actually happens.
We're a Series D company with $325M+ in funding (a16z, Accel, Spark Capital, etc.), looking for exceptional people to help us achieve this mission. We want your time here to be the most meaningful experience of your career. Join us, and help change mental healthcare for the better.
About This Role
Headway’s patient lifecycle function is a blank canvas. You will build the owned-channel relationship with every Headway patient from first contact through long-term care, using email, SMS, push, and in-app messaging to help people access and sustain mental health care.
You will build and run campaigns yourself, working cross-functionally with Product and Data to design and optimize the full patient journey. You will work directly with Engineering to instrument events and ship notification infrastructure, and with Data Science to bring model-driven personalization to lifecycle at scale.
You Will
Design and build triggered lifecycle journeys across email, SMS, push, and in-app — from welcome and activation through re-engagement and long-term retention.
Own segmentation end-to-end: pull audiences, validate event data, and QA campaign logic without a data ticket for every audience build.
Design and run A/B and multivariate tests; measure incrementality through holdouts and downstream conversion, not opens and clicks.
Build from a queue of campaign ideas and backlog
Partner with Product to align lifecycle programs to product milestones and patient-facing features.
Work with Engineering to instrument behavioral events and build the notification infrastructure that powers lifecycle.
Collaborate with Data Science to bring predictive signals — churn propensity, appointment readiness — into campaign triggers and personalization logic.
Build and maintain an experimentation roadmap prioritized by expected impact on patient activation and retention.

Who You Are

6+ years building lifecycle programs hands-on — email, SMS, and at least one of push or in-app.
Deep platform fluency in Iterable, Braze, or a comparable consumer lifecycle tool.
Consumer health, wellness, subscription, or financial services background — you understand users where trust is fragile and the product is deeply personal.
Have personally designed, run, and analyzed A/B tests in lifecycle. You can explain what a holdout group is and why it matters.
Comfortable with data: you can pull a segment, validate event data, and QA a campaign flow without filing a data ticket.
Active practitioner with AI tools — you use them in your work today, not just in conversation.
Comfortable in ambiguity: no playbook. You see that as the opportunity.
Compensation:
The expected base pay range for this position is $105,400 - $155,000 based on a variety of factors including qualifications, experience, and geographic location.
Comprehensive benefits:
Medical, dental, vision, HSA/FSA, 401(k) including match for 2027!, Carrot Fertility reimbursement, and paid parental, medical and caregiver leave.
We believe a team's strength is in its people, and we cannot achieve this mission without a team that reflects the diversity of this problem – across race, ethnicity, gender, sexuality, age, national origin, religion, family status, disability, military status, and experience. Headway is committed to the full inclusion of all qualified individuals. As part of this commitment, Headway will ensure that persons with disabilities are provided with reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or receive other benefits and privileges of employment, please inform the recruiter when they contact you to schedule your interview.
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A notice to Headway applicants: To protect yourself against phishing and recruitment fraud, please note that Headway only accepts applications through our official careers page at https://headway.co/careers. Headway will never refer you to external websites, ask for payment or personal information, or conduct interviews via messaging apps. All official communication will come from a @findheadway.com email address. If you are contacted by someone claiming to be from Headway via an unofficial channel, please do not share any information and report it as spam.