Lifecycle Marketer

We are seeking a Lifecycle Marketer to own the email and automated communication programs that move hospital and healthcare customers from first inquiry through onboarding, adoption, renewal, and expansion across our equipment rentals, sales, biomedical services, and asset-management solutions.

This role designs the customer journeys, decides who receives what and when, builds and runs the programs in HubSpot, and reports on what they deliver.

The ideal candidate thinks in journeys rather than one-off sends, is as comfortable building a workflow as reading the numbers behind it, and understands why accuracy and compliance matter when the content involves medical equipment and healthcare audiences.

• Map the customer lifecycle — inquiry, evaluation, onboarding, active use, renewal, and win-back — and define the communications each stage needs.
• Define lifecycle stages, segmentation rules, and entry and exit criteria in partnership with Sales and the Digital Marketing Specialist.
• Build and maintain a lifecycle and email roadmap with clear goals for each program, aligned with the EVP Marketing’s priorities.

• Build, test, and launch automated workflows and nurture programs in HubSpot, including welcome and onboarding series, inquiry follow-up, product education, renewal reminders, and re-engagement.
• Own the weekly email program end to end: planning, building, proofing, scheduling, and sending.
• QA every email and workflow before launch for accuracy, links, personalization tokens, enrollment logic, mobile rendering, and brand and compliance standards.
• Work with Sales on lead handoff so every inquiry is followed up and reaches the right rep at the right time.

• Write and adapt email copy for lifecycle programs, and partner with the Multimedia Designer on creative and templates.
• Develop product education content for onboarding and adoption journeys, working with Product and the Clinical Specialists to keep it accurate.
• Confirm messaging, offers, and approved claims with Sales, Product, and the segment General Managers before programs go live.

Measurement and Optimization

• Define and track lifecycle KPIs, including engagement, conversion by stage, inquiry-to-opportunity rate, onboarding completion, and renewal and retention.
• Run A/B and holdout tests on subject lines, content, timing, and cadence, and apply the results to improve each program.
• Report program performance and recommendations to the EVP Marketing each month.
• Keep the database healthy — suppressions, bounces, opt-outs, duplicates, and segmentation upkeep — working with the Digital Marketing Specialist on HubSpot architecture.

• Ensure every send follows CAN-SPAM/CASL requirements, opt-out and privacy practices, and approved, substantiated product claims.
• Escalate unclear technical, clinical, legal, or regulatory questions about content to the appropriate subject-matter expert before sending.

• Bachelor’s degree in marketing, communications, business, or a related field; equivalent relevant experience will be considered.
• 3–5 years of hands-on email and lifecycle marketing experience, including designing and running automated, multi-step journeys — not only one-off campaigns.
• Proficiency in HubSpot or a comparable marketing automation platform (e.g., Salesforce Marketing Cloud, Marketo, Pardot), including workflows, lists, lead scoring, and reporting.
• Experience defining segmentation and lifecycle stages and using CRM data to target communications.
• Comfortable with data: building reports and dashboards, reading test results, and turning findings into clear recommendations.
• Strong writing and proofreading skills; able to write clear, accurate email copy and QA your own work before it reaches a live list.
• Basic HTML/CSS email troubleshooting skills — able to fix a broken template without needing a developer.
• Advanced professional English, written and spoken, for working directly with U.S.-based colleagues and customers.
• Able to work U.S. Central Time business hours.

• B2B lifecycle marketing experience, ideally with hospitals, health systems, or other regulated healthcare audiences.
• Experience running onboarding, retention, or renewal programs for a services, rental, or subscription business.
• HubSpot certifications (e.g., Marketing Hub, Email Marketing, or Inbound).
• Familiarity with FDA-regulated product marketing, HIPAA awareness, or brand and compliance review workflows.
• Familiarity with CAN-SPAM, CASL, or GDPR email compliance requirements.
• Experience using AI tools to speed up content drafting, testing, or reporting.
• Basic graphic design or Canva skills for quick email creative edits.