Director of Lifecycle Marketing (Patient)

Headway’s mission is a big one – to build a new mental health care system everyone can access. We’ve built technology that helps people find great therapists with the first software-enabled national network of providers accepting insurance. 

1 in 4 people in the US have a treatable mental health condition, but the majority of providers don’t accept insurance, making therapy too expensive for most people. Headway is building a new mental healthcare system that everyone can access by making it easy for therapists to accept insurance and scale their practice. 

Headway was founded in 2019. Since then, we’ve grown into a diverse, national network of over 60,000 mental healthcare providers across all 50 states who run their practice on our software and have served over 1 million patients. We’re a Series D company with over $325m in funding from a16z (Andreessen Horowitz), Accel, GV (formerly Google Ventures), Spark Capital, Thrive Capital, Forerunner Ventures and Health Care Service Corporation.

We want your time here to be the most meaningful experience of your career. Join us, and help change mental healthcare for the better.

About This Role

Headway’s patient lifecycle function is a blank canvas. You will be the first dedicated lifecycle leader on the patient side: owning strategy, platform, programs, and team from day one. You will build the owned-channel relationship with every Headway patient from first contact through long-term care, using email, SMS, push, and in-app messaging to help people access and sustain mental health care.

This is a player-coach role. You will build and run campaigns yourself while hiring and developing a small team. You will work directly with Engineering to instrument events and ship notification infrastructure, and with Data Science to bring model-driven personalization to lifecycle at scale.

You Will

• Own the end-to-end patient lifecycle: from welcome and onboarding activation through appointment booking, session retention, and re-engagement.


• Select, implement, and operate our lifecycle stack: Iterable (email/SMS) and Knock (in-app/push) in a HIPAA-compliant architecture built on Freshpaint.


• Design and run a rigorous A/B testing program with incremental holdout measurement — not just click optimization.


• Partner directly with Engineering and Data to instrument events, build trigger logic, and deploy ML-informed segmentation and personalization.


• Build AI-assisted workflows for content generation, segmentation, and optimization. You use these tools yourself, today.


• Hire and develop a lifecycle team of 2–3 specialists in H2 2026.

Who You Are

• You have 5+ years in lifecycle/CRM marketing with hands-on experience in Iterable and/or Braze. You have personally built triggered journeys, not just approved them.


• You are fluent in Knock or eager to go deep on it: you understand the distinction between a CRM and a notification layer.


• You design A/B tests with pre-registered hypotheses and holdout groups. You can explain statistical significance to a non-technical stakeholder.


• You have shipped lifecycle programs in partnership with Engineering: you know what a webhook is, you can review a data schema, and you do not wait for tickets to be completed before thinking about logic.


• You are actively using AI tools in your work today: for content, segmentation, or workflow automation. You have a concrete answer to “what have you built with AI in the last 90 days?”


• You have worked in consumer health, consumer subscription, or a context where the user’s emotional journey matters. You understand what it means to send a message to someone managing their mental health.


• You are comfortable with HIPAA compliance considerations in marketing communications — or eager to get up to speed quickly.

Tools We Use

Iterable (evaluating), Knock (evaluating), Freshpaint, RudderStack, Snowflake, Statsig, LaunchDarkly, Braze (considering), Hightouch.

The expected base pay range for this position is $212,000 - $265,000, based on a variety of factors including qualifications, experience, and geographic location. In addition to base salary, this role may be eligible for an equity grant, depending on the position and level.

We are committed to offering a comprehensive and competitive total rewards package, including robust health and wellness benefits, retirement savings, and meaningful ownership opportunities through equity. Compensation decisions are made holistically, ensuring fairness and alignment with market benchmarks while recognizing individual contributions and potential.

• Benefits offered include:




• Equity compensation


• Medical, Dental, and Vision coverage


• HSA / FSA


• 401K


• Work-from-Home Stipend


• Therapy Reimbursement


• 16-week parental leave for eligible employees


• Carrot Fertility annual reimbursement and membership


• 13 paid holidays each year as well as a Holiday Break during the week between December 25th and December 31st


• Flexible PTO


• Employee Assistance Program (EAP)


• Training and professional development

We believe a team's strength is in its people, and we cannot achieve this mission without a team that reflects the diversity of this problem – across race, ethnicity, gender, sexuality, age, national origin, religion, family status, disability, military status, and experience. Headway is committed to the full inclusion of all qualified individuals. As part of this commitment, Headway will ensure that persons with disabilities are provided with reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or receive other benefits and privileges of employment, please inform the recruiter when they contact you to schedule your interview.

Headway participates in E-Verify. To learn more, click here.

A notice to Headway applicants: To protect yourself against phishing and recruitment fraud, please note that Headway only accepts applications through our official careers page at https://headway.co/careers. Headway will never refer you to external websites, ask for payment or personal information, or conduct interviews via messaging apps. All official communication will come from a @findheadway.com email address. If you are contacted by someone claiming to be from Headway via an unofficial channel, please do not share any information and report it as spam.