HerScan is building a customer lifecycle marketing engine that supports acquisition, bookings, re-engagement, and retention across the full journey. This role owns the day-to-day strategy and execution behind HerScan’s CRM and marketing automation, with strong HubSpot expertise preferred, plus hands-on email and SMS delivery to drive measurable outcomes.
As the lifecycle lead, you will connect customer behavior and screening history to segmentation, personalization, and automated journeys, while also helping shape breast health education content that stays accurate, responsible, and on-brand.
Key responsibilities
- Own and execute the lifecycle marketing strategy across the customer journey, from awareness and lead capture through booking, screening, re-engagement, and repeat screening.
- Design programs that improve customer acquisition, conversion, retention, repeat bookings, and customer lifetime value.
- Find growth opportunities inside the customer database using segmentation, personalization, behavioral triggers, reactivation, and targeted campaigns.
- Lead a structured testing roadmap covering messaging, offers, audiences, timing, frequency, creative, landing pages, and customer journeys.
- Manage the CRM and marketing automation platform, including strategy, architecture, and execution, with advanced HubSpot knowledge strongly preferred.
- Create and maintain automated workflows tied to behavior, screening history, geography, engagement, lifecycle stage, and other customer attributes.
- Build and maintain customer segments and dynamic audiences to enable increasingly personalized communication.
- Develop lifecycle journeys including lead nurturing, abandoned booking, booking confirmation, pre-screening, post-screening, re-engagement, repeat screening, and win-back.
- Evaluate CRM architecture, data quality, integrations, workflows, and automation logic to improve scalability and performance.
- Own email and SMS programs from strategy through execution, building, deploying, testing, and optimizing campaigns and automated journeys.
- Manage communication frequency and contact strategies to maximize engagement and revenue while minimizing unsubscribes, SMS opt-outs, spam complaints, and customer fatigue.
- Monitor and improve inbox placement, sender reputation, authentication, bounce rates, suppression practices, engagement, and overall email domain health.
- Maintain current knowledge of email and SMS best practices, consent requirements, and deliverability standards.
- Build and optimize landing pages, forms, campaign pages, and other conversion-focused digital experiences.
- Partner cross-functionally to improve the journey from marketing communication to screening appointment.
- Use conversion data and customer behavior to identify friction points and improve booking conversion.
- Develop and execute A/B and multivariate tests across landing pages, calls-to-action, messaging, forms, emails, and SMS.
- Create lifecycle content centered on breast health, proactive screening, education, and the HerScan customer experience.
- Translate complex breast health topics into clear, approachable, empathetic, action-oriented communications.
- Develop content calendars and messaging strategies that drive engagement beyond promotional campaigns.
- Partner with internal and external subject-matter experts to ensure health-related communications are accurate, responsible, and aligned with HerScan standards.
- Maintain consistent brand voice across email, SMS, landing pages, website experiences, and customer communications.
- Establish lifecycle marketing KPIs and reporting that connect marketing activity to business outcomes.
- Track and improve metrics including lead-to-booking conversion, campaign conversion, repeat booking rates, reactivation, retention, email and SMS engagement, unsubscribe and opt-out rates, deliverability, and customer lifetime value.
- Build dashboards and reporting so lifecycle performance is visible and actionable.
- Use cohort analysis, segmentation, experimentation, and customer behavior data to identify incremental growth opportunities.
- Build a continuous test-learn-optimize discipline across the lifecycle program.
- Serve as a steward of the customer database and communication channels, balancing growth goals with customer experience, deliverability, consent management, unsubscribe rates, and long-term email domain health.
Requirements
- 5–8+ years of experience in lifecycle marketing, CRM, retention marketing, growth marketing, or a closely related discipline, with demonstrated ownership of sophisticated customer lifecycle programs.
- Deep hands-on experience with HubSpot or a comparable CRM and marketing automation platform, including workflows, segmentation, lists, forms, landing pages, email automation, reporting, and database management.
- Advanced expertise in email and SMS marketing, including segmentation, personalization, automation, testing, campaign optimization, and deliverability.
- Strong understanding of email deliverability and sender reputation, including domain health, authentication, list hygiene, bounce management, spam complaints, suppression strategies, and engagement-based segmentation.
- Ability to use lifecycle marketing to improve measurable business outcomes such as customer acquisition, conversion, retention, reactivation, repeat booking behavior, and lifetime value.
- Experience building landing pages, forms, websites, or web content, and conversion-focused digital experiences.
- Strong copywriting and content development skills to make complex topics understandable, engaging, and actionable.
- Strong analytical capabilities and comfort using data to form hypotheses, prioritize opportunities, measure performance, and make decisions.
- Experience designing and executing A/B tests and structured experimentation programs.
- Comfort moving between strategy and execution, as this is a hands-on builder role.
- Excellent project management skills, with the ability to manage multiple campaigns, audiences, workflows, and deadlines simultaneously.
Technologies
Benefits
- 401(k) matching
- Dental insurance
- Health insurance
- Life insurance
- Paid time off
- Vision insurance
Preferred qualifications
- Experience in healthcare, consumer health, wellness, preventive care, diagnostics, women’s health, or another trust-sensitive consumer category.
- Advanced HubSpot experience, including complex workflows, custom properties, lifecycle stages, lead scoring, reporting, and integrations.
- Experience managing high-volume email and SMS programs.
- Experience working with geographically segmented customer populations and location-based campaigns.
- Familiarity with paid media and customer acquisition funnels and how lifecycle marketing can improve acquisition economics.
- Experience in a high-growth or entrepreneurial environment where lifecycle marketing infrastructure is still being built and improved.
Success looks like
- Building lifecycle marketing into a meaningful and measurable growth engine for HerScan.
- Creating a more sophisticated understanding of customers, improving relevance and personalization, and strengthening conversion throughout the screening journey.
- Increasing retention and repeat engagement while building a scalable CRM infrastructure to support national growth.
- Balancing performance with relevance, responsible communication, strong deliverability, and a positive customer experience.
Location: Remote (remote)
Compensation: USD 90,000 - 100,000 per year
Minimum experience: 5 years
