Lifecycle Marketing Lead, Launches & Adoption (B2B2C)

Spring Health is hiring a Lifecycle Marketing Lead to build and scale the seasonal campaigns, education programs, and adoption engine across our B2B2C member experience. In this role, you will turn high-visibility seasonal moments, product improvements, and care modalities into powerful lifecycle programs that deepen member understanding and drive long-term engagement.

This IC partners closely with Product Marketing, Product, Content, Comms, Creative, Analytics, and the broader Lifecycle team to bring major initiatives to market and weave ongoing education into the full member journey. This role is ideal for a lifecycle marketer with experience developing educational programs, coordinating multi-channel seasonal campaigns, and driving adoption in B2B SaaS, PLG, or B2B2C experiences.

Please note that this is a hybrid role based in New York City, with an expectation to be in office 3 days a week. Our office is located at 60 Madison Avenue. 

What You’ll Be Doing

Drive Seasonal Campaigns, Education Programs & Adoption

• Lead end-to-end execution of seasonal and thematic campaigns (e.g., mental health awareness moments, benefit year cycles, employer-benefit timelines) that reinforce value and encourage renewed engagement.
• Partner with Product Marketing and Content teams to build educational nurtures, newsletters, webinars, and care-modality spotlights that help members understand how to get the most value from Spring Health.
• Build and maintain “What’s New,” product highlights, and feature-education moments ensuring these are framed within broader value narratives rather than one-off feature pushes.
• Develop targeted messaging that delivers the right educational content to the right member segment at the right time in their journey.
  
  

Scale Adoption Programs Across the Member Journey

• Integrate seasonal and educational programs into evergreen lifecycle flows, ensuring continuous reinforcement beyond the initial campaign.
• Build automated, behavior-based programs that increase feature activation, modality adoption, repeat usage, and continuity of care.
• Identify high-leverage moments where timely education can increase adoption and deepen member engagement across both digital and care experiences.
• Collaborate with Lifecycle teammates to harmonize adoption touchpoints with onboarding, recare, and long-term retention strategies.
  
  

Lead Experimentation & System Building

• Own a testing roadmap to validate messaging, sequencing, segmentation, and channel strategy across seasonal and educational programs.
• Partner with Data and Engineering to define instrumentation needs and measure adoption and content engagement.
• Develop consistent workflows, templates, and best practices to scale seasonal and adoption campaigns with high velocity and quality.
  
  
• Identify opportunities where automation or channel enhancements can expand reach and improve impact.
  
  

Collaborate Cross-Functionally to Ensure Impact

• Partner with Product Marketing, Product, Comms, Creative, and Content teams to align on narratives and ensure educational content is accurate and compelling.
• Work closely with CS and employer-facing teams to ensure campaigns map to major employer programs and benefit cycles.
• Engage Platform, Identity, and UX teams to identify new surfaces for educational and adoption-oriented messaging.
• Ensure all communications follow strong brand standards and deliver clarity and value to members.
  
  

Drive Measurement, Insights, and Optimization

• Define and own KPIs for adoption including educational-content engagement, feature activation rate, modality usage, repeat engagement, and downstream retention.
• Partner with Analytics to interpret campaign performance and identify opportunities to expand impact.
• Maintain strong QA processes for segmentation, personalization, and deliverability across channels.
  
  

What Success Looks Like in This Role

• High-quality, high-impact seasonal campaigns that drive measurable engagement spikes and sustained value recognition.
• Increased member engagement with educational content (nurtures, webinars, newsletters) and corresponding lifts in feature and modality adoption.
• A scalable, repeatable adoption engine embedded across the entire lifecycle ecosystem.
• Strong alignment with Product, PMM, CS, and Lifecycle on adoption priorities and execution.
• Clear improvements in member understanding of available tools and care pathways.
  
  

What We’re Looking For

• 6–10+ years in lifecycle, growth, or product marketing in B2B SaaS, PLG, or B2B2C environments.
• Experience running seasonal campaigns, educational programs, or adoption initiatives end-to-end.
• Strong instincts in segmentation, message tailoring, and mapping educational content to lifecycle stages.
• Proven ability to build complex workflows, manage cross-functional campaign processes, and maintain operational rigor.
• Experience with lifecycle platforms (Iterable preferred; Braze, Customer.io, HubSpot, SFMC also welcome).
• Analytical, systems-oriented thinker with excellent cross-functional collaboration skills.
• Passion for helping users learn, engage, and get more value from a platform over time.

The target base salary range for this position is $147,140 - $183,930 and is part of a competitive total rewards package including equity and benefits. Individual pay may vary from the target range and is determined by a number of factors including experience, location, internal pay equity, and other relevant business considerations. We review all employee pay and compensation programs annually using Radford Global Compensation Databaseat minimum to ensure competitive and fair pay. 

Benefits provided by Spring Health:

Note: We have even more benefits than listed here and below, your recruiter will provide more in-depth information as you continue in the interview process. Benefits are subject to individual plan requirements and eligibility criteria.

• Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medicalaccounts HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs, depending on your plan type.
• Employer sponsored 401(k) match of up to 2% for retirement planning
• A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents.
• We offer competitive paid time off policies including vacation, sick leave and company holidays.
• At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents.
• Access to Noom, a weight management program—based in psychology, that’s tailored to your unique needs and goals. 
• Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses.
• Access toWellhub,  which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription
• Access to BrightHorizons, which provides sponsored child care, back-up care, and elder care
• Up to $1,000 Professional Development Reimbursement a year.
• $200 per year donation matching to support your favorite causes.