The Challenge
General Medicine is building a patient-centric health platform and needs someone to architect their entire lifecycle strategy from scratch. You'll own retention and engagement across email, SMS, push, and in-app-turning clinical data into personalized, compliant experiences that keep patients engaged and coming back.
Your Mission
Map the complete customer journey and identify 5+ high-leverage touchpoints across onboarding, activation, and early engagement
Audit existing lifecycle flows (email, SMS, push) and document current performance baseline across activation, retention, and LTV metrics
Design and launch first optimized onboarding sequence with segmentation strategy targeting 15%+ improvement in day-7 activation
Establish CRM data foundation: validate event tracking, triggers, and segmentation logic; document HIPAA compliance requirements
Build and optimize 4+ core lifecycle flows (onboarding, nurture, winback, retention) with A/B testing roadmap; target 20%+ lift in repeat engagement
Increase customer LTV by 25% through personalized retention and education messaging tied to clinical milestones
Establish lifecycle analytics dashboard tracking activation, retention cohorts, channel performance, and revenue impact
Scale lifecycle content strategy: create 30+ pieces of clinical-to-patient-friendly messaging; train cross-functional team on lifecycle voice
KPIs You'll Own
Day-7 & Day-30 Activation Rate
Percentage of onboarded users completing key actions; target improvement of 15-20% within first 3 months.
Customer Retention Cohort Analysis
Monthly/quarterly retention curves by cohort to measure impact of lifecycle interventions on repeat usage.
Lifecycle LTV Uplift
Revenue impact of retention and engagement programs; target 20%+ improvement over 6 months.
Email/SMS Engagement Metrics
Open rates, click-through rates, conversion rates, and unsubscribe rates by segment and flow.
Funnel Conversion Rate
Movement between lifecycle stages (onboarded → activated → retained); measure lift from optimized messaging.
Channel Performance & Attribution
Performance by channel (email, SMS, push, in-app) to optimize media mix and ROI.
Tools & Stack
Your Team
Your Manager
Head of Marketing
Current Team
Likely small marketing team; you'll be first dedicated lifecycle hire
New role
The Package
Salary
$150K-$180K base
Remote
On-site (location not specified; assume HQ-based)
Benefits & Perks
Company Intelligence
General Medicine is a healthcare/health tech company building patient-centric experiences. The company operates in consumer health or digital health space, though specific model (B2C, B2B2C, telehealth, etc.) is unclear. They're at a growth stage where lifecycle and retention are becoming strategic priorities.
Culture
Customer-centric, data-driven, clinical + product focused; values compliance and empathetic communication
Is This Role For You?
- You've built lifecycle programs at a fast-growing startup or consumer health brand and have 4-6 years of hands-on CRM/email strategy experience
- You're obsessed with data: funnel analysis, cohort tracking, A/B testing, and turning insights into action excite you
- You can write clear, empathetic, patient-friendly copy and translate clinical concepts into accessible messaging
- You thrive owning the full stack-strategy, execution, optimization, and analytics-and love collaborating cross-functionally
- You prefer high-level strategy over hands-on execution; this role requires you to design AND build flows yourself
- Healthcare compliance (HIPAA, deliverability, privacy) feels like a burden rather than a non-negotiable guardrail
- You lack experience with email, SMS, or marketing automation platforms; this is table-stakes for the role
Interview Process
Screening
Conversation with recruiter or Head of Marketing about lifecycle experience, healthcare background, and analytics depth
Case Study or Portfolio Review
Walk through a lifecycle program you built (onboarding, retention, winback) and explain metrics impact and testing approach
Cross-Functional Interviews
Meetings with product, clinical, and broader marketing team to assess collaboration style and healthcare/compliance understanding
Final Conversation
Deeper discussion with Head of Marketing about vision for lifecycle strategy, roadmap priorities, and team structure
Ready when you are
Interested in this role?
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.