Director, Lifecycle Marketing

$155,000 - $175,000/Yr

Pomelo Care - New York, NY

Full-time - Mid Level

New York, NY

About the position

In this role, you will oversee and be accountable for patient growth and acquisition. Your primary focus will be to drive patient growth and optimize our enrollment funnel. You will lead and coach your team to design, execute, and optimize campaigns across multiple channels, including email, SMS, direct mail, and more, to exceed our patient enrollment targets. This position requires a strong emphasis on measuring lifecycle marketing success, making data-driven decisions to achieve business and performance goals, and informing future growth strategies. The ideal candidate will have experience in consumer or B2B2C lifecycle marketing, particularly in roles that have powered growth at virtual care companies, fast-growing startups, or consumer brands. You will develop and execute a patient-centric omnichannel marketing strategy aimed at exceeding enrollment goals, increasing conversion rates, reducing conversion time, and achieving Customer Acquisition Cost (CAC) and Lifetime Value to CAC (LTV/CAC) targets. Your responsibilities will include overseeing the development and optimization of omnichannel marketing campaigns to meet growth and retention goals, running continual experiments to test and enhance new marketing channels, strategies, and creative approaches to optimize the enrollment funnel. You will also monitor, analyze, and report on campaign performance, using data and insights to refine marketing strategies and drive continuous improvement. Additionally, you will manage the marketing budget and relationships with external agencies and vendors, ensuring timely and high-quality deliverables. Collaboration with Outreach, Market Operations, Product, and Clinical teams will be essential to hone top-of-funnel performance and drive sustained member engagement. You will be responsible for building, growing, and nurturing a team and culture that drives engagement, retention, and business goals while ensuring compliance with CAN-SPAM, TCPA, HIPAA, and other applicable laws.

Responsibilities

• Develop and execute a patient-centric omnichannel marketing strategy to exceed enrollment goals, increase conversion rate, reduce conversion time, and achieve CAC and LTV/CAC targets.
• Oversee the development and optimization of omnichannel marketing campaigns to exceed our growth and retention goals.
• Run continual experiments to test and enhance new marketing channels, strategies and creative to optimize the enrollment funnel.
• Monitor, analyze, and report on campaign performance, using data and insights to refine marketing strategy and campaigns to drive continuous improvement.
• Manage the marketing budget and relationships with external agencies and vendors as needed, ensuring timely and high-quality deliverables.
• Collaborate closely with Outreach, Market Operations, Product, and Clinical teams to hone top of funnel performance to help drive sustained member engagement.
• Build, grow, and nurture a team and culture that drives engagement, retention, and business goals.
• Ensure compliance and best practices with CAN-SPAM, TCPA, HIPAA, and other applicable laws.

Requirements

• 6+ years of experience in B2B2C or consumer lifecycle marketing, ideally having led and effectively scaled a marketing function through a period of rapid growth at a fast-growing virtual care or consumer business.
• Proven track record of hitting monthly and annual goals for member acquisition, engagement, retention, and other KPIs.
• Proven ability to lead and coach a team to achieve goals.
• Deep experience working across marketing channels, particularly email and SMS.
• Experience working with CRMs, marketing automation, and analytics tools.
• Comfortable with ambiguity and thrive in fast-paced environments.
• Creative, scrappy, and willing to wear many hats.
• Experience managing contractors.

Benefits

• Competitive healthcare benefits
• Generous equity compensation
• Unlimited vacation
• Membership in the First Round Network (a curated and confidential community with events, guides, thousands of Q&A questions, and opportunities for 1-1 mentorship)