Lifecycle & Email/SMS Marketing Manager

Welcome to Brightline! We are searching for a Lifecycle & Email/SMS Marketing Manager to join our marketing team and lead lifecycle strategies that drive engagement, conversion, and retention. In this role, you will own the strategy and execution of email, SMS, and direct mail campaigns, leveraging Iterable to build and optimize automated journeys that nurture prospects and engage existing users. You will play a key role in enhancing our lifecycle marketing efforts to drive awareness, acquisition, and long-term retention among our B2B partners and direct-to-consumer audiences through Brightline and Brightlife Kids.

Responsibilities:

Lifecycle Strategy & Execution:

• You will design, build, and optimize automated customer journeys using Iterable, ensuring a seamless experience across email, SMS, and other direct marketing channels.

Segmentation & Personalization:

• You will develop audience segmentation strategies and dynamic content personalization to ensure messages are tailored to user behaviors, preferences, and lifecycle stage.

Cross-Channel Optimization:

• You will ensure consistency across email, SMS, and direct mail while testing and optimizing cross-channel strategies to maximize engagement and conversion rates.

A/B Testing & Performance Analytics:

• You will continuously test subject lines, content, cadence, and segmentation strategies to improve key performance metrics (open rates, click-through rates, conversions).

Data-Driven Decision Making:

• You will analyze lifecycle marketing data and collaborate with data teams to generate insights that drive optimizations in messaging and audience targeting.

Compliance & Deliverability Best Practices:

• You will maintain email deliverability health, monitor inbox placement, and ensure compliance with CAN-SPAM, GDPR, and other regulations.

Cross-Functional Collaboration:

• You will work closely with Growth, Product, and Commercial teams to align lifecycle marketing with business goals, ensuring campaigns support acquisition, retention, and revenue growth.

Quality Assurance Expertise:

• You will execute one-off campaigns and ongoing campaigns flawlessly and will develop processes for testing automations before launching.

Requirements:

• You have hands-on experience with Iterable, including journey-building, template creation, segmentation, dynamic content, and A/B testing.
• You have a strong background in lifecycle marketing, with a proven ability to drive engagement and retention through email and SMS.
• You are highly data-driven and analytical, leveraging performance metrics to optimize campaigns and improve conversion rates.
• You are detail-oriented, comfortable working in a fast-paced environment, and able to manage multiple projects simultaneously.
• You have experience working cross-functionally with growth, product, and creative teams to align lifecycle strategies with business objectives.
• You are passionate about mental health and behavioral health care, and excited to help families access the care they need.
• Preferred:
• Previous experience in a startup/high growth environment
• Previous experience in healthcare

We offer several benefits, perks, and stipends:

• Medical, Dental, Vision, Long-Term Disability, Life Insurance, Flexible Spending Account, and 401k
• 12 Company Holidays + Floating Holidays, Holiday Shutdown, Flexible Time Off, Parental Leave
• Health and Wellness Stipend, Home Office Reimbursement and Professional Development Reimbursement
• Stock Options

At Brightline we have built a total rewards philosophy that includes fair, equitable, competitive, geo-based compensation that is performance and potential based. Our strategy is based on robust market research, including external advisory specializing in national compensation, and thoughtful input from every level of our organization. It is a combination of a cash salary, equity, benefits, wellbeing, and opportunity. In compliance with the Equal Pay for Equal Work Act, the annual base salary range for applicants is $103,000-$135,000.

Our Commitment to Building a Diverse, Equitable, and Inclusive Workforce

At Brightline, we believe that Diversity, Equity, Inclusion, and Belonging are essential to the foundation upon which our mission is built. We are committed to:

• building a future where all families can access inclusive, high-quality care
• creating an environment that encourages our employees to show up authentically, reach their highest potential, and have an equal opportunity to thrive
• systematically evaluating and improving our inherent beliefs, observed behaviors, structures, and systems
• ensuring that every employee, candidate, client, and family we serve is valued and respected

About Brightline

Brightline is a therapy and psychiatry practice that delivers expert pediatric, teen, and parental mental health care to families and kids up to age 18. Brightline’s virtual and in-person outpatient services include diagnostic evaluation, therapy, psychiatry services (e.g. medication management), and psychological testing (to assess learning differences, school readiness, executive functioning difficulties [e.g. ADHD], and autism). In addition to Brightline’s generalized support, we offer focused programs including those that support anxiety, obsessive compulsive disorders, ADHD, and disruptive behaviors. Founded in 2019, Brightline has delivered care to tens of thousands of families with industry-leading results. We’ve been nationally recognized for clinical excellence and innovation for several years — recent awards include the Fast Company 50 Most Innovative Companies (2022) and Behavioral Health Business Companies to Watch Award (2024). Brightline is based in Palo Alto and is backed by investors including Boston Children’s Hospital, Northwell Health, Blue Cross Blue Shield of Massachusetts, Google Ventures, KKR, and Oak HC/FT.