Growth Marketing Manager, Retention & Lifecycle (LCM)
About the role
We’re seeking a strategic, analytical, and deeply customer-centric Growth Marketing Manager to own retention and lifecycle marketing at General Medicine. This role is perfect for someone who loves turning data into personalized, automated experiences that keep customers engaged, informed, and coming back. You’ll architect our lifecycle programs from the ground up—email, SMS, in-app messaging, retargeting, funnel optimization, and more.
Reporting to the Head of Marketing, you’ll be responsible for building the end-to-end lifecycle strategy, including all the buzzwords: onboarding, nurture, ongoing engagement, winback, product education, and retention. You’ll partner closely with product, clinical, and the rest of the marketing team to ensure every touchpoint is cohesive, compliant, and delivering meaningful patient value.
This role requires an operational thinker who can zoom out to design a strategy and zoom in to build and analyze flows themselves. You’ll help define the customer journey and be accountable for improving conversion rates, activation metrics, retention, and long-term LTV.
Responsibilities
Own and execute the lifecycle strategy: Design, launch, and optimize lifecycle programs across email, SMS, push, and in-app channels to drive activation, engagement, retention, and revenue.
Map high-leverage customer touchpoints: Identify moments that educate, reassure, and convert users across their clinical + product experience.
Build and improve lifecycle flows: Own onboarding, nurture, education, personalization, retention, upsell, and winback flows.
Continuously optimize flows: Test and iterate using segmentation, content experiments, and performance insights.
Lead experimentation & analytics: Develop structured testing roadmaps across messaging, timing, channels, and creative.
Use data to drive decisions: Leverage cohort, funnel, and LTV analysis to measure impact and guide optimizations.
Establish a strong CRM foundation: Ensure data flows, triggers, and event tracking are accurate and reliable.
Maintain compliance and quality: Uphold deliverability, QA, privacy, and HIPAA-aligned communication standards.
Collaborate cross-functionally: Partner with product, clinical, and marketing teams to ensure lifecycle messaging is accurate, empathetic, and on-brand.
Translate insights into action: Share lifecycle learnings to influence product, marketing, and content strategies.
Create compelling lifecycle content: Write clear, supportive, high-performing copy across lifecycle touchpoints.
Simplify complex concepts: Translate clinical information into accessible, patient-friendly communication.
Report on performance & outcomes: Build dashboards and communicate results, insights, and recommendations regularly.
Own core lifecycle metrics: Drive improvements in activation, retention, conversion, repeat usage, and LTV.
Qualifications
You have 4–6 years of hands-on lifecycle or CRM experience at a high-growth startup, consumer health brand, and/or ecommerce business.
You have deep expertise in email/SMS strategy, journey design, segmentation, and flow optimization—and a track record of improving activation and retention.
You are super analytical, comfortable with funnel analysis, cohort tracking, retention metrics, A/B testing, and turning data into clear recommendations.
You’ve worked closely with product teams and understand event tracking, triggers, and experimentation frameworks.
You’re a strong copywriter with exceptional instincts for clarity, empathy, and brand voice—especially when communicating complex or clinical concepts.
You’re an organized project manager, able to juggle multiple flows, campaigns, and stakeholders without losing momentum.
You’re entrepreneurial and proactive, energized by building from scratch and creating order in fast-moving, early-stage environments.
You’re familiar with CRM and analytics tools (Iterable, Mixpanel, etc.).
(Nice-to-have) You have experience in healthcare, telehealth, or HIPAA-regulated environments and understand the nuances of communicating in clinical contexts.