Lifecycle Marketing Lead

About SonderMind

At  SonderMind,  we  know  that  therapy  works.  SonderMind  provides  accessible, personalized  mental healthcare that produces high-quality outcomes for patients. SonderMind's individualized approach to care starts with using innovative technology to help people not just find a therapist, but find the right, in-network therapist for them, should they choose to use their insurance. From there, SonderMind's clinicians are committed to delivering best-in-class care to all patients by focusing on high-quality clinical  outcomes.  To  enable  our  clinicians  to  thrive,  SonderMind  defines  care expectations while providing tools such as clinical note-taking, secure telehealth capabilities, outcome measurement, messaging, and direct booking. To follow the latest SonderMind news, get to know our clients, and learn about what it’s like to work at SonderMind, you can follow us on Instagram, Linkedin, and Twitter.

About the Role

We are seeking a strategic, data driven, and savvy marketing leader to own Lifecycle Marketing. In this role you’ll own the lifecycle marketing strategies supporting our patient, provider, and payer audiences and will be responsible for executing to bring these critical communications to life. For the patient, it spans a patient’s entire lifecycle with us – nurturing them from their initial interaction with us to meeting their treatment goals to turning to SonderMind the next time they need mental healthcare based on the strength of their first experience with us. 

It also spans the different owned channels that we have to communicate with patients like email, SMS, and the in-app experience. The ideal candidate lives and breathes the latest techniques for email marketing and has a proven track record of driving engagement and conversions through expertly crafted campaigns. In this role, you will be responsible for the end-to-end management of our email marketing strategy and execution, from writing compelling subject lines and copy to selecting the most effective images and testing various layouts to A/B testing and reporting on performance metrics. Your expertise will also extend to SMS and push notifications, ensuring a cohesive and effective multi-channel approach. You will develop and execute a data-driven experimentation roadmap aimed at enhancing patient, provider, and payor engagement, satisfaction, and outcomes.

What you'll do

As the Lifecycle Marketing Lead, you will be responsible for developing and executing data-driven marketing strategies to engage and retain our patients, providers, and payers. Specifically, you will:

• Design and implement comprehensive lifecycle marketing strategies and tactics in iterable across email, SMS, push notifications, and in-app messaging to engage patients, providers, and payers.
• Write captivating subject lines, compelling email copy, and persuasive calls-to-action that resonate with our audience.
• Create and own the experimentation roadmap, leveraging data to drive continuous improvement in campaign performance.
• Write and develop compelling communication materials, including subject lines, email copy, and calls-to-action, in SonderMind’s brand voice.
• Execute and optimize A/B testing for campaign elements such as creative, targeting, format, and timing to improve engagement and conversion rates.
• Leverage segmentation and personalization strategies to tailor messaging based on audience demographics, behaviors, and healthcare needs.
• Monitor, analyze, and report on campaign performance metrics, translating insights into actionable recommendations for future initiatives.
• Collaborate cross-functionally with product, design, analytics, and clinical teams to align marketing campaigns with organizational goals and new product launches.
• Develop playbooks and frameworks to streamline campaign processes and elevate the overall quality of marketing efforts across the team.
• Be a writer. Craft your own comms and narrative with superior comms judgment and experience. Access to our brand (content+design) teams is there, but you’ll be the expert on all things member comms and expected to be a steward of our brand, writing in our unique voice.
• Ensure compliance with HIPAA and other regulatory requirements in all communications.
• Measure and report the impact of lifecycle marketing efforts, sharing key learnings and strategies with internal stakeholders and leadership.
• Lead cross-channel integration efforts, ensuring seamless experiences for patients and providers across all touchpoints.
• Stay ahead of industry trends, continuously seeking innovative tactics to enhance lifecycle marketing performance and deliver exceptional user experiences.
• Continuously test and optimize push and SMS messaging strategies alongside email campaigns.
• Align lifecycle initiatives with new product launches and organizational goals.
• Tackle big projects - build processes, playbooks and mechanisms - that benefit the rest of the marketing and customer success teams, raising our collective Marketing bar.

What does success look like?

Success in this role means delivering measurable improvements in engagement, retention, and satisfaction across SonderMind’s patient, provider, and payer audiences. Specifically, you will:

• Drive measurable growth in key engagement metrics, including open rates, click-through rates, and conversions, across email, SMS, and push channels.
• Build and maintain a high-performing experimentation framework that results in actionable insights and continuous optimization of lifecycle campaigns.
• Increase retention and re-engagement rates, and therefore revenue and yield, by delivering personalized, timely, and meaningful communications that meet the needs of each audience segment.
• Collaborate seamlessly with cross-functional teams to align marketing campaigns with product launches, clinical goals, and business priorities, demonstrating strong partnership and leadership.
• Deliver actionable reporting and insights that showcase the impact of lifecycle marketing efforts on SonderMind’s business objectives, such as patient acquisition, provider satisfaction, and payer alignment.
• Streamline and scale lifecycle marketing operations by developing processes, templates, and best practices that benefit the broader marketing team.
• Uphold SonderMind’s brand voice and values in all communications, ensuring a consistent and trusted experience for all audiences.
• Empower the team through knowledge sharing, establishing yourself as the go-to expert for lifecycle marketing within SonderMind.
• Achieve tangible results in turning lapsed members into active members through reactivation campaigns and engagement strategies.
• Demonstrate agility and innovation, testing new approaches that resonate with diverse audiences and drive accelerated outcomes.

Ultimately, your success will be reflected in stronger engagement, increased retention, and enhanced satisfaction among SonderMind’s stakeholders.

Who You Are

• 8+ years of lifecycle and email marketing experience
• Experience directly working in or with Payer/Health Plans is a plus
• Excellent writing, communication, and presentation skills
• A strong data and analytics background; experience with marketing analytics tools (e.g. Looker, Google Analytics, Salesforce) a plus
• Expert at building end-to-end campaigns/assets in standard MarTech (e.g. Iterable)
• Strategic and innovative mindset
• Exceptional project management skills, particularly in driving campaign and content production
• A passion for mental health with a key focus on always putting our members first
• Flexibility and adaptability when faced with ambiguity or change
• Exploratory mindset with passion for testing and learning to better enable marketing performance growth
• An ability to apply strong business judgment in high-stakes situations
• An obsession with detail
• A strong collaborator, ready to make an immediate impact
• Humble, hungry, and honest

Our Benefits 

The targeted salary range for this role is $108,000 - $135,000 per year.

As a leader in redesigning behavioral health, we are walking the walk with our employee benefits. We want the experience of working at SonderMind to accelerate people’s careers and enrich their lives, so we focus on meeting SonderMinders wherever they are and supporting them in all facets of their life and work.

Our benefits include:

• A commitment to fostering flexible hybrid work
• A generous PTO policy with a minimum of three weeks off per year
• Free therapy coverage benefits to ensure our employees have access to the care they need (must be enrolled in our medical plans to participate)
• Competitive Medical, Dental, and Vision coverage with plans to meet every need, including HSA ($1,100 company contribution) and FSA options
• Employer-paid short-term, long-term disability, life & AD&D to cover life's unexpected events. Not only that, we also cover the difference in salary for up to seven (7) weeks of short-term disability leave (after the required waiting period) should you need to use it.
• Eight weeks of paid Parental Leave (if the parent also qualifies for STD, this benefit is in addition which allows between 8-16 weeks of paid leave)
• 401K retirement plan with 100% matching which immediately vests on up to 4% of base salary
• Travel to Denver 1x a year for annual Shift gathering
• Fourteen (14) company holidays
• Company Shutdown between Christmas and New Years
• Supplemental life insurance, pet insurance coverage, commuter benefits and more!

Application Deadline

This position will be an ongoing recruitment process and will be open until filled.

Equal Opportunity 

SonderMind does not discriminate in employment opportunities or practices based on race, color, creed, sex, gender, gender identity or expression, pregnancy, childbirth or related medical conditions, religion, veteran and military status, marital status, registered domestic partner status, age, national origin or ancestry, physical or mental disability, medical condition (including genetic information or characteristics), sexual orientation, or any other characteristic protected by applicable federal, state, or local laws.