About Willow:
Willow Willow is redefining healthcare by making confidence-driven, aesthetic outcomes a valid reason for care. We're hiring a Lifecycle Marketing Manager to own how we communicate with patients and customers across their full relationship with Willow, and to help lead our migration to Braze.
What You'll Own
Lifecycle Strategy & Retention — Own the full patient journey: nurture, onboarding, engagement, retention, winback, reactivation. Build behavioral/transactional segmentation (not just demographics) to increase LTV and reduce churn. Run a testing roadmap across messaging, cadence, and personalization, measured against retention and LTV — not just opens/clicks.
Braze Migration & MarTech — Help lead Willow's migration to Braze: architecture, audiences, attributes, triggers, canvases. Build automated journeys across email, SMS, and other channels. Set standards for naming, QA, and governance.
Data & Infrastructure — Partner with Product/Eng/Analytics to define the events and attributes lifecycle needs. Audit tracking gaps and translate marketing needs into clear technical specs. Comfortable enough with event schemas and customer profiles to work directly with technical teams.
Multi-Brand & Commerce — Own lifecycle for Willow's Shopify-powered OTC line (welcome, cart, post-purchase, replenishment). Manage Kiosk-related comms. Coordinate transactional and marketing comms across prescription, OTC, and Kiosk into one experience.
What Success Looks Like
Braze becomes a trusted, well-structured platform. Journeys shift from calendar-driven to behavior-driven. Churn signals get caught earlier. Retention and LTV visibly improve, measurably.
Must-Haves
5+ years in lifecycle, CRM, or retention marketing
Direct B2C marketing experience is required — this role sits inside a consumer-facing, high-volume customer base, not B2B
Strong hands-on Braze experience — migration or major restructuring a plus
Experience with Customer.io or a comparable platform
Solid grasp of lifecycle data architecture: events, attributes, segmentation, triggers
Track record improving retention/churn/LTV through automated journeys (not batch-and-blast)
Shopify lifecycle/ecommerce experience
Comfortable owning both promotional and transactional comms
Bonus Points
Healthcare, telehealth, or regulated-industry background
SQL fluency or self-serve comfort with customer data
Experience with Segment, Snowflake, BigQuery, Hightouch/Census
Multi-brand/multi-storefront lifecycle experience
Built churn models or predictive segments
Who Thrives Here
Someone who moves fluidly between "what should we say to this patient?" and "do we have the data to know when to say it?" — thinking in states, triggers, and systems, not just campaigns.
Skills Required
- Bachelor's degree or equivalent professional experience
- 5+ years of experience in lifecycle marketing, email marketing, or customer communications programs
- Hands-on proficiency with marketing automation platforms such as Braze, Iterable, Marketo, or equivalent
- Campaign management, data analysis, and problem-solving experience in a metrics-driven environment
- Experience designing and managing testing roadmaps with clear hypotheses and success metrics
- Solid HTML and CSS knowledge
- Familiarity with email client behavior and rendering
- Strong organizational skills and ability to manage multiple projects
- Ability to articulate marketing strategy and ROI to technical and non-technical audiences
- Healthcare, wellness, or consumer packaged goods experience
- Working knowledge of FDA or HIPAA regulations
- Experience building customer programs in regulated or compliance-heavy industries
What We Do
Willow Health is a telehealth service providing a virtual crisis clinic for personalized, evidence-based behavioral health care for adults in crisis. The company offers urgent assessment, treatment planning, and ongoing care to improve access to high-quality intensive behavioral health services and reduce unnecessary emergency department visits. Its mission is to expand affordable access to behavioral health care and promote long-term stability for patients.
