Director, Lifecycle Marketing

Position Summary: The Director, Lifecycle Marketing will build PatientNow’s next-generation customer growth engine. You’ll design and lead programs that drive adoption, usage, retention, and expansion across our suite of products — helping practices get more value and stay with us longer.

You’ll partner closely with Product Marketing and Payments teams on launches, ensuring customers adopt and engage with every innovation we release. You’ll also work alongside Sales, Customer Success, and CVR to connect the dots across the customer journey, using marketing to amplify satisfaction, loyalty, and revenue.

A key part of your charter will be building and scaling our Customer Advocacy Program — partnering with Customer Success to identify and spotlight our happiest customers through testimonials, video stories, and case studies. You’ll champion an outcomes-based approach, coordinating across Sales, Onboarding, CS, and Marketing to track customer KPIs, demonstrate measurable value, and transform success data into powerful proof points for our campaigns and content.

You won’t be expected to operate in a vacuum; this is a collaborative, cross-functional role supported by operations, designers, and campaign specialists. We’re looking for a strategic operator who thrives in complex environments, combining the skills of a project manager, marketer, and relationship builder. You’ll organize priorities, rally stakeholders, and deliver programs that improve both the customer experience and bottom-line growth.

This is an individual contributor role reporting directly to the VP of Growth Marketing, with future opportunity to build and lead a small team as the function scales.

Essential Duties and Responsibilities: To perform this job successfully, an individual must be able to perform the following satisfactorily; other duties may be assigned. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Strategy & Leadership

• Develop and execute the overall lifecycle marketing strategy to improve adoption, retention, and expansion across PatientNow’s product portfolio.
• Partner with Product Marketing to plan and support new product launches, ensuring effective customer communication, adoption, and usage.
• Collaborate with Customer Success, Sales, Payments, and CVR teams to align marketing initiatives with retention, satisfaction, and expansion goals.
• Build and scale the Customer Advocacy Program, partnering with CS to identify top advocates, capture success stories, and produce testimonials, videos, and case studies.
• Lead an outcomes-based marketing approach by coordinating with Sales, Onboarding, CS, and Marketing to track customer results, prove value, and communicate measurable impact externally.
• Translate business objectives into clear lifecycle programs with defined KPIs, milestones, and reporting.
• Champion a data-driven approach to engagement, continuously refining programs based on performance and customer feedback.

Program Management & Execution Oversight

• Act as the project quarterback for lifecycle marketing initiatives, coordinating with internal and external partners to ensure timely and effective execution.
• Oversee development and optimization of onboarding, re-engagement, upsell, and renewal campaigns.
• Drive cross-functional workflows that enhance the customer experience without creating friction for internal teams.
• Maintain visibility into all active lifecycle programs and priorities, ensuring alignment with company objectives and quarterly growth targets.

Measurement & Optimization

• Define and track key lifecycle metrics such as churn rate, NRR, upsell MRR, and Payments adoption.
  Partner with Customer Success to analyze cohort and usage data to identify risks, opportunities, and success stories.
• Regularly report results and insights to leadership, translating data into strategic recommendations and action plans.
• Proactively identify new initiatives or optimizations to improve lifecycle performance and ROI.

Collaboration & Communication

• Serve as the central liaison between Marketing, Product, Sales, and Customer Success for lifecycle initiatives.
• Develop materials and dashboards that showcase customer outcomes and value realization for internal and external audiences.
• Communicate program updates, results, and customer stories to leadership and cross-functional partners.
• Contribute to PatientNow’s brand by turning customer results into advocacy and proof of impact across campaigns and channels.

Competencies: To perform the job successfully, an individual should demonstrate the following.

• Adaptability - Demonstrates persistence and overcomes obstacles. Measures self against standard of excellence. Recognizes and acts on opportunities. Sets and achieves challenging goals.
• Business Ethics – Inspires the trust of others. Keeps commitments. Treats people with respect. Upholds organizational values. Works with integrity and ethics. 
• Communications - Exhibits good listening and comprehension. Clearly expresses ideas and thoughts in written as well as verbal form. Selects and uses appropriate communication methods.
• Continuous Learning - Assesses own strengths and weaknesses. Continuously pursues training and development opportunities. Seeks feedback to improve performance. Shares expertise with others.
• Problem Solving - Develops creative solutions. Gathers and analyzes information skillfully. Identifies and resolves problems in a timely manner. Works well in group problem solving situations.
• Teamwork - Balances team and individual responsibilities. Contributes to building a positive team spirit. Exhibits objectivity and openness to others' views. Gives and welcomes feedback.

Education / Experience:

• Bachelor’s degree in Marketing, Business, Communications, or a related field.
• 7+ years of experience in SaaS lifecycle, retention, or customer marketing, ideally in a mid-market or growth-stage environment.
• Demonstrated success leading cross-functional lifecycle or customer marketing initiatives that improved churn, NRR, and upsell MRR.
• Proven ability to collaborate with Product, Product Marketing, Sales, and Customer Success teams to achieve business goals.
• Strong program management and communication skills — able to align stakeholders, manage timelines, and report progress clearly.
• Familiarity with marketing automation and CRM platforms (Salesforce, Pardot, HubSpot) with support from technical teams.
• Experience in the medical aesthetics, wellness, or healthcare SaaS industry preferred.
• Data-driven mindset with the ability to interpret engagement, usage, and retention trends to guide strategy.

Supervisory Responsibilities: This position does not have supervisory responsibilities.

Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit at a desk and work on a computer for prolonged periods; occasional travel for events is required.

Note: PatientNow jobs are listed on our careers page (patientnow.com/careers) and select job boards. We will never ask for payment or sensitive information. Official emails come from @patientnow.com or mail@ats.rippling.com.