Lifecycle Marketing Manager

• Own the digital customer engagement strategy and execution for providers participating in state or payer-sponsored EVV programs, ensuring seamless progression through onboarding, adoption, and value realization.
• Design and execute automated customer journeys: drive the end-to-end digital experience (email, in-app messaging, webinars, and resource hubs, etc.) to drive platform adoption and deliver value to the right user/customer at the right time in their journey based on customer segmentation and lifecycle stage. Continuously optimize based on performance insights.
• Lead a cross-functional governance cadence for digital engagement across Payer CSMs, Payer Implementation, TCC, Marketing, and Product to support optimizing digital experiences and ensuring consistent, coordinated communication throughout the provider journey. Define and own the digital communications calendar by state/payer.
• Partner with Product to drive feature adoption from our sponsored provider segment via Pendo/in-app.
• Measure & Optimize – Own KPI framework & reporting (activation, adoption, NPS/CSAT) for sponsored providers and publish a quarterly scorecard. Use data-driven insights to iterate and improve campaign strategies, always keeping the customer experience at the center.
• Ensure compliance across State/Payer contracts: ensure all communications and digital programs align with contractual requirements across state programs. Deliver accurate, timely, and consistent messaging across every state/payer program rollout.
• Serve as subject matter expert on activation and adoption championing best practices and mentioning partners across communications, enablement and customer experience

• Other duties as assigned by supervisor or HHAeXchange leader

• Travel up to 10%, including overnight travel

• Bachelor’s degree or equivalent experience in communications, marketing, or related field.
• 5+ years of experience in digital engagement strategy or customer communications and customer success/engagement roles.
• Experience leading enterprise-scale digital programs across segments; strong analytical acumen (turning data into experience design changes).
• Proven experience working with a scaling portfolio of customers, automating customer experiences, and driving adoption and value outcomes.
• Proven ability to influence senior stakeholders in a matrixed org; budget/vendor management a plus
• Direct experience in the home care industry, with an understanding of the agency/provider perspective preferred
• Experience coordinating across multiple internal departments to deliver cohesive customer engagement strategies.
• Familiarity with state-sponsored healthcare programs or other regulated environments is highly preferred.
• Proven ability to manage customer-facing communications, including product releases, market updates, incident/crisis communications, creation of webinars, and landing pages.
• Strong writing, editing, and messaging skills with the ability to translate complex concepts into customer-friendly language.
• Skilled in leveraging platforms such as Pendo, HubSpot, and other customer engagement tools to design and deliver campaigns that drive adoption and engagement.
• Familiarity with segmentation strategies for targeting communications.
• Strong organizational and project management skills with the ability to handle multiple priorities.
• Excellent verbal and written communication skills; able to influence and collaborate with cross-functional stakeholders.
• Calm under pressure, with the ability to deliver clear, transparent communication during incidents.
• Willingness to explore and adopt AI tools responsibly to enhance productivity and innovation in your role.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.