We’re looking for a strategic, creative and data-driven lifecycle marketing expert to own all aspects of our lifecycle marketing; from nurturing and converting leads to driving engagement and retention with users throughout their Meru Health journey. This role will work cross-functionally with marketing, product, data and clinical teams to develop compelling storytelling, deliver campaigns that add value at every touchpoint, and achieve growth through hypothesis-driven experimentation. You will play a pivotal role in ensuring our messages reach the right audience at the right time. And as a data enthusiast, you will become an expert in our users, diving deep into the data to get at the core of how to attract, convert, engage and retain users.

Your areas of ownership:

Effectively nurture leads, convert prospects, and increase customer retention through onboarding and in-product outreaches

Own and execute lead nurture/re-engagement email and SMS campaigns, from content creation, setting up and optimizing campaigns to analyzing and reporting on opportunities to improve performance and increase LTV
Support A/B tests in subject lines, creative, and copy tests to improve open rates, click-through rates, and conversions
Design and optimize member journey maps, identifying key touchpoints and opportunities for engagement and personalization across email, SMS, direct mail, digital marketing advertising, chat, in-app messaging, and other channels as they are implemented
Partner with product and marketing to run experiments along the member journey, using multi-channel communications and effective storytelling
Collaborate closely with the brand and creative team to ensure all communications appropriately represent the Meru Health brand voice, tone and overall positioning
Leverage data and analytics to measure campaign performance, optimize member engagement strategies, and drive ROI by reducing CAC and optimizing channel efficiency
Manage and report on lifecycle marketing roadmaps, as well as respective growth marketing KPIs; work with a data analytics team to develop and monitor KPIs to ensure the effectiveness of lifecycle marketing efforts, including member conversion, retention, engagement rates, and satisfaction scores

Assess and improve our MarTech stack to drive operational efficiencies

Oversee the selection, implementation, and optimization of marketing technology tools, including integration with CRM systems, marketing automation platforms, and analytics tools
Lead efforts to continuously improve marketing operations through automation, data management, and advanced segmentation techniques
Find opportunities to improve our approach to email segmentation, personalization, automation, and tracking — not just across nurture efforts, but also top-of funnel awareness and demand generation campaigns
Engage in cross-functional efforts to maintain health of integration and automation between Customer.io and Meru Health’s product

Leverage user research to effectively target customers with personalized messaging and experiences at each stageInitiate and manage ongoing user research and share insights on pain points and preferences at different stages of the journey back with brand, marketing and product teams Apply user research insights to help identify distinct customer segments based on their needs, allowing for personalized marketing campaigns tailored to each groupSupport new product GTM strategies that support larger business priorities

Develop and pilot member lifecycle communications journeys for new products and initiatives, ensuring marketing is on pace with product development to reduce funnel dropoff
Connect industry trends with functional and business opportunities; mobilize against opportunities which drive the largest potential impact

Act as a member marketing and email marketing SME, supporting strategy and execution for related initiativesConsult on and lend expertise to communication strategies for other areas of the business, like demand gen email marketing and other direct-to-consumer efforts Identify trends and lifecycle marketing strategies from other leading global brands to glean insights on best practices and new innovative ideas for email marketing tactics, including audits of how we can acquire, nurture, and retain customers

WHAT YOU WILL NEED TO BE SUCCESSFUL IN THIS ROLE:

Skills needed:

Alignment with our values and passion for our mission
Skilled writer and an eye for design (as you will lead the development of marketing content and assets that support lifecycle marketing efforts, including emails, landing pages, and in-app experiences)
Strong data analysis skills that allow you to make data-driven recommendations to improve customer journeys and engagement
Experimentation skills and strong understanding of A/B testing to optimize messaging
Strong project management, communication, and time management skills
Self-motivated and highly organized with the ability to apply expertise and learnings to new environments with new constraints
Ability to both think strategically and implement tactically, with excellent communication and leadership skills

Work experience needed:

10 years of experience in CRM or lifecycle marketing operations for a direct-to-consumer or B2B2C brand
Experience with email marketing, SMS and push notification delivery
Healthcare experience, ideally within early stage, high growth SaaS, telehealth or subscription-based business models
Experience ideating and leading growth marketing and/or lifecycle marketing initiatives, personalization, and marketing research
Experience building repeatable processes that scale, improving operations or driving change management a plus
Experience working cross-functionally with Clinical, Analytics, Product, Technology, and Engineering teams to ensure alignment and drive shared goals

Knowledge, education, and/or training needed:

A deep understanding of MarTech tools and analytics
Strong proficiency within Customer.io and/or other related email marketing tools
Proficient in data visualization platforms (ideally Mixpanel)
Advanced knowledge of marketing automation best practices for DTC
Proficient in building and editing HTML emails

Not sure if you should apply? Please keep reading...

Research shows that women and other marginalized folks tend to only apply when they check every box. So if you think you have what it takes, but don't necessarily meet every single point on the job description, please still get in touch. We'd love to have a chat and see if you could be a great fit.