About Birches Health:
Online gambling has taken over the US. Over 200 million Americans now regularly bet on sports and the rates of gambling addiction have skyrocketed since online gambling’s legalization. As widespread gambling creates record levels of addiction, debt, and bankruptcy, millions of problem gamblers still cannot access specialized, comprehensive care that they desperately need.
At Birches Health, we’re beating the online gambling epidemic with virtual therapy for gambling addiction from specialized clinicians. Our care is covered by insurance and state funding to ensure access to treatment for problem gamblers. We work with patients throughout their gambling addiction journey to improve clinical outcomes and reduce healthcare costs.
Our mission is to build the medical and technological infrastructure for behavioral addiction in the US to make sure millions of patients receive the highest quality clinical outcomes and path to recovery they deserve. We’re backed by leading healthcare and gaming investors including General Catalyst, AlleyCorp, Will Ventures, Defy, Haystack, Operator Partners, and C-suite angels at private and public companies.
Join us to bring addiction care into the present day.
About The Role:
Birches Health is looking for a Director of Lifecycle Marketing to own and scale the end-to-end patient communication and engagement strategy across email, SMS, on-site/in-app and Push. This role is responsible for how prospective patients convert, how active patients stay engaged, and how lapsed patients re-engage.
You will own lifecycle strategy and execution, from funnel design and message architecture to hands-on building, testing, optimization, and reporting. This is a highly analytical, operator-level role with real impact on growth, retention, and clinical outcomes. You will work closely with Acquisition Marketing, Growth, Product, Clinical, and Operations teams to ensure lifecycle messaging is timely, compliant, personalized, and measurable.
The role is full-time and reports directly to the CMO.
What You’ll Do:
- Own Birches Health’s full lifecycle marketing strategy across email, SMS, and Push communications, from first touch through long-term engagement.
- Design, build, and optimize automated journeys for lead nurturing, intake conversion, appointment attendance, ongoing engagement, and re-activation.
- Be hands-on in HubSpot every day: building workflows, segmentation, custom properties and content.
- Own SMS strategy end-to-end, including copy, cadence, compliance, deliverability, and performance optimization.
- Own and evolve email/SMS/Push preference and subscription management, including preference centers, frequency caps, cross‑channel contact rules, and clear distinctions between service and marketing communications.
- Develop advanced segmentation strategies based on behavior, readiness, acquisition source, coverage records, clinical milestones, and engagement signals.
- Lead experimentation and A/B testing across subject lines, messaging, timing, channel mix, and cadence to improve results.
- Own lifecycle analytics and reporting, including funnel conversion from Lead, cohort analysis and churn drivers.
- Ensure all lifecycle communications meet HIPAA and healthcare marketing compliance standards.
- Collaborate with Product and Clinical teams to align messaging with real patient experience and outcomes.
- Build and maintain clear documentation, SOPs, and lifecycle playbooks as the company scales.
Who You Are:
- 5+ years of hands-on lifecycle, CRM, or retention marketing experience at a consumer or healthcare company
- Deep, practical expertise in HubSpot (you’ve built complex workflows yourself, not just used templates)
- Strong experience running and scaling email and SMS programs, including in compliance-sensitive environments
- Experience working with or deeply integrating Dialpad or similar calling platforms into lifecycle flows
- Highly analytical and comfortable working directly with data, dashboards, and attribution models, as well as using BI tools in addition to native marketing platform reports
- Proven ability to design experiments, interpret results, and translate insights into action
- Comfortable operating in ambiguity and building systems from scratch in a fast-growing Series A company
- Strong copy instincts with the ability to write empathetic, human, conversion-oriented messaging
- Organized, detail-oriented, and opinionated about what good lifecycle marketing looks like
- Mission-driven and motivated by building systems that genuinely help people change their lives
- Familiarity with HIPAA, healthcare SMS/email compliance, and early stage startup experience is a plus
Compensation is determined by the applicant’s education, experience, knowledge, skills, and abilities, as well as internal equity and alignment with market data.
