Head of Engagement, Lifecycle

Head of Engagement, Lifecycle@ Midi Health  👩‍⚕️💻

Hi 👋 I’m Em — Midi’s SVP of Growth. I joined Midi because the women’s health system is broken, and this team is actually doing something about it. We’ve built one of the fastest-growing consumer health businesses in the U.S. by pairing world-class clinical care with products and an experience women actually trust.

Now we’re building the next pillar of that engine: a Site, Engagement & Lifecycle function that turns interest into activation, activation into retention, and retention into lifelong LTV.

If you weren’t working in Marketing, you’d probably be Product or Data so you’re an expert in partnering with those functions to bring a data-driven approach to scaling engagement across the entire funnel. You love experimentation, lifecycle automation, funnel optimization, and the messy, deeply human mechanics of engagement. 

Come join us! Just like menopause, This job is hot! 🔥

What you will do as the Head of Engagement 📈:

Site Conversion & Experimentation

• Own the logged-out experience: homepage, category pages, landing pages, PDPs, and onboarding flows.
• Build a structured A/B and multivariate testing practice, including hypothesis development, test design, measurement frameworks, and experiment velocity.
• Partner with Product to instrument the site, ensure clean data, and implement tracking that enables deep funnel analytics and attribution.
• Collaborate with Brand/Content to ensure site messaging and onsite content meet patients where they are

Lifecycle, Retention & LTV

• Architect a holistic lifecycle strategy across email, SMS, push, in-product messaging, and emerging channels.Stand up and/or expand lifecycle platforms (Iterable, Braze, Customer.io, Klaviyo, etc.).
• Build segmentation, triggers, drip flows, and personalization frameworks that improve: Activation, Visit completion, Supplement / Rx purchase, Subscription retention, Winback
• Own core LTV and Retention KPIs (e.g., D90 retention, D180 retention, repeat purchase rate, subscription stickiness)

Engagement Analytics & Insights

• Build dashboards and measurement frameworks to quantify engagement health: funnel drop-off, activation gaps, lifecycle performance, channel attribution, and behavioral cohorts.
  Partner with Data Science to develop LTV models and identify segments that matter most for revenue.
• Bring insights back to Marketing, Product, and Clinical Ops — and influence roadmaps through data.

Patient Journey Mapping & Experience Design

• Own the end-to-end patient journey map across all states:
  Prospect → Evaluating → Active Patient → Engaged Patient → Multi-Category Patient → Paused → Churned → Reactivated.
• Identify behavioral drop-offs, emotional friction points, unmet needs, and opportunities to strengthen trust, activation, and long-term value.
• Partner with Brand, Content, and Category teams to ensure that the messages, modules, and content patients see match their state, intent, and needs.

Cross-Functional Leadership + Team Management

• Work seamlessly with Product, Design, Data, and Engineering to build and launch experiments and lifecycle programs.
• Influence the product roadmap with insights on onboarding friction, quality of traffic, category performance, and conversion improvement opportunities.
• Manage two high performing lifecycle marketers and look to hire support for the site

The Business Impact:  🌱

• Engagement Journey Health & Conversion Across Patient States: Diagnose where and why patients drop, hesitate, or churn and use lifecycle + the site to improve drop off points
• Stronger Activation & Visit Completion: Improve patient journey from site visit to registration to visit completion
• Higher Engagement & Retention: Increase retention and LTV by ensuring engaged patients receive relevant touchpoints, content, reminders, and support — not generic broadcasts.
• Churn Reduction & Reactivation: Build reactivation loops that bring patients back into care at the right moment (e.g., symptom progression, renewal cycles, life transitions, category needs).
• Personalized, Purposeful Messaging Across Channels: Ensure the right message, module, or piece of content appears at the right moment — on site, via email, in the product, and across education flows.
• Better Cross-Functional Decisions: Equip Growth, Product, and Brand with insights on patient motivations, behaviors, engagement patterns, and blockers that directly inform the roadmap.

What you will need to succeed: ✅

• 7–12+ years in Growth, Lifecycle, CRM, Experimentation, or Product-adjacent roles at high-growth consumer or health tech companies.
  
• Proven experience partnering deeply with Product + Data teams on experimentation frameworks, attribution, and lifecycle triggers. Hands-on technical fluency with lifecycle and experimentation platforms (Braze, Iterable, Customer.io, LaunchDarkly, Optimizely, Amplitude, GA4, etc.).
  
• Demonstrated ownership of site conversion, retention, and lifecycle KPIs across a multi-product ecosystem.
  
• Strong analytical chops paired with patient experience design to make the best possible customer journey
  

Bonus points: 👏

• Experience setting up lifecycle platforms from scratch is a major plus.
• Telehealth, e-commerce, subscription, or regulated category experience is a bonus.

The interview process will include: 📚 

1. Meet with our Talent Partner (30- 45 min) 
2. Meet with SVP of Growth  (30 mins)
3. Deep Dive Interview with SVP of Growth (1 hour)
4. Final Team Interviews (3-4 hours)
5. Final Executive Interview (1 hr)

At this time, Midi is unable to provide visa sponsorship. Candidates must be authorized to work in the U.S. without current or future sponsorship needs.

The Salary range for this role will depend on experience.Midi pays  a competitive base salary, plus equity and benefits. 

While you’re waiting for us to review your portfolio, here’s some fun content to check out 🎥
https://www.youtube.com/watch?v=1px7i6MVjNg

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