Director of Lifecycle Marketing (Patient) at Headway

You're a seasoned lifecycle marketer with at least five years of hands-on experience in CRM and notification platforms, ready to build a patient engagement func

Work type: remote

Location: New York, New York, United States; San Francisco, California, United States; Seattle, Washington, United States

Salary: $212,000 – $265,000/yr

Type: Full-time

Summary

You're a seasoned lifecycle marketer with at least five years of hands-on experience in CRM and notification platforms, ready to build a patient engagement function from scratch. You're comfortable with technical details like webhooks and data schemas, and you're already using AI tools in your daily work. **What makes it worth a look...** This fully remote leadership role at Headway offers a salary between $212,000 and $265,000 annually, allowing you to shape the patient experience for a company focused on accessible mental healthcare. **You might be a good fit if you...** * Have personally built triggered journeys in Iterable and/or Braze, and are fluent in notification layers like Knock. * Design A/B tests with clear hypotheses and holdout groups, understanding statistical significance. * Have experience partnering with engineering on instrumenting events and understand data schemas. * Are actively using AI tools for content, segmentation, or workflow automation.

Job Description

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 70,000 providers across all 50 states run their practice on our software, serving over 1 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. 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, GV, 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 be the first dedicated lifecycle leader on the patient side: owning strategy, platform, programs, and team from day one. 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.

This is a player-coach role. You will build and run campaigns yourself while hiring and developing a small team. 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

Own the end-to-end patient lifecycle: from welcome and onboarding activation through appointment booking, session retention, and re-engagement.

Select, implement, and operate our lifecycle stack: Iterable (email/SMS) and Knock (in-app/push) in a HIPAA-compliant architecture built on Freshpaint.

Design and run a rigorous A/B testing program with incremental holdout measurement — not just click optimization.

Partner directly with Engineering and Data to instrument events, build trigger logic, and deploy ML-informed segmentation and personalization.

Build AI-assisted workflows for content generation, segmentation, and optimization. You use these tools yourself, today.

Hire and develop a lifecycle team of 2–3 specialists in H2 2026.

## Who You Are

You have 5+ years in lifecycle/CRM marketing with hands-on experience in Iterable and/or Braze. You have personally built triggered journeys, not just approved them.

You are fluent in Knock or eager to go deep on it: you understand the distinction between a CRM and a notification layer.

You design A/B tests with pre-registered hypotheses and holdout groups. You can explain statistical significance to a non-technical stakeholder.

You have shipped lifecycle programs in partnership with Engineering: you know what a webhook is, you can review a data schema, and you do not wait for tickets to be completed before thinking about logic.

You are actively using AI tools in your work today: for content, segmentation, or workflow automation. You have a concrete answer to “what have you built with AI in the last 90 days?”

You have worked in consumer health, consumer subscription, or a context where the user’s emotional journey matters. You understand what it means to send a message to someone managing their mental health.

You are comfortable with HIPAA compliance considerations in marketing communications — or eager to get up to speed quickly.

## Tools We Use

Iterable (evaluating), Knock (evaluating), Freshpaint, RudderStack, Snowflake, Statsig, LaunchDarkly, Braze (considering), Hightouch.

The expected base pay range for this position is $212,000 - $265,000, based on a variety of factors including qualifications, experience, and geographic location. In addition to base salary, this role may be eligible for an equity grant, depending on the position and level.

We are committed to offering a comprehensive and competitive total rewards package, including robust health and wellness benefits, retirement savings, and meaningful ownership opportunities through equity. Compensation decisions are made holistically, ensuring fairness and alignment with market benchmarks while recognizing individual contributions and potential.

Benefits offered include:

Equity compensation

Medical, Dental, and Vision coverage

HSA / FSA

401K

Work-from-Home Stipend

Therapy Reimbursement

16-week parental leave for eligible employees

Carrot Fertility annual reimbursement and membership

13 paid holidays each year as well as a Holiday Break during the week between December 25th and December 31st

Flexible PTO

Employee Assistance Program (EAP)

Training and professional development

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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