Own lifecycle marketing strategy and execution across B2C and B2B patient journeys. Build personalized, multi-channel programs spanning email, SMS, portal messaging, direct mail, voice AI, and voicemail. Optimize segmentation, behavioral triggers, experimentation, conversion, appointment attendance, kit returns, follow-up adherence, retention, and repeat screening. Lead funnel analytics and reporting while partnering with product, engineering, medical operations, revenue, and support teams. Ensure HIPAA- and TCPA-compliant communications, consent management, and privacy-safe engagement.