Sr. Lifecycle Marketing Manager

Willow Health startwillow.com Open · verified Sep 10, 2026

Remote Canada Full-time Senior Email Marketing

Senior Email Marketing role at Willow Health. Remote, Canada · full-time.

Role brief

Growth Roles summary, based on the employer's posting.

What you'll do

You'll own patient lifecycle programs from onboarding and nurture through retention, winback, and reactivation
Use behavioral and transactional audiences to personalize journeys, then test cadence and messaging against retention and LTV
Help move lifecycle operations into Braze by building automations and setting QA, naming, and governance standards
Define needed events and attributes with product, engineering, and analytics, turning tracking gaps into technical requirements
Run Shopify OTC journeys and Kiosk communications while unifying prescription, commerce, and transactional messaging

What you bring

Bring at least five years in lifecycle, CRM, or retention marketing
Have direct B2C experience in a high-volume consumer environment, rather than B2B
Show hands-on Braze work, plus experience with Customer.io or a comparable platform
Understand events, attributes, segmentation, and triggers well enough to work with technical teams
Have improved retention, churn, or LTV through automated journeys, including Shopify ecommerce lifecycle work

Who this fits

This suits someone who thinks in customer states, triggers, and systems, and connects message decisions with available data. You'll work across patient, OTC, and Kiosk experiences with product, engineering, and analytics partners. The role is remote in Canada.

From the employer

About Willow:

Willow Willow is redefining healthcare by making confidence-driven, aesthetic outcomes a valid reason for care. We're hiring a Lifecycle Marketing Manager to own how we communicate with patients and customers across their full relationship with Willow, and to help lead our migration to Braze.

What You'll Own

Lifecycle Strategy & Retention — Own the full patient journey: nurture, onboarding, engagement, retention, winback, reactivation. Build behavioral/transactional segmentation (not just demographics) to increase LTV and reduce churn. Run a testing roadmap across messaging, cadence, and personalization, measured against retention and LTV — not just opens/clicks.
Braze Migration & MarTech — Help lead Willow's migration to Braze: architecture, audiences, attributes, triggers, canvases. Build automated journeys across email, SMS, and other channels. Set standards for naming, QA, and governance.
Data & Infrastructure — Partner with Product/Eng/Analytics to define the events and attributes lifecycle needs. Audit tracking gaps and translate marketing needs into clear technical specs. Comfortable enough with event schemas and customer profiles to work directly with technical teams.
Multi-Brand & Commerce — Own lifecycle for Willow's Shopify-powered OTC line (welcome, cart, post-purchase, replenishment). Manage Kiosk-related comms. Coordinate transactional and marketing comms across prescription, OTC, and Kiosk into one experience.

What Success Looks Like

Braze becomes a trusted, well-structured platform. Journeys shift from calendar-driven to behavior-driven. Churn signals get caught earlier. Retention and LTV visibly improve, measurably.

Must-Haves

5+ years in lifecycle, CRM, or retention marketing
Direct B2C marketing experience is required — this role sits inside a consumer-facing, high-volume customer base, not B2B
Strong hands-on Braze experience — migration or major restructuring a plus
Experience with Customer.io or a comparable platform
Solid grasp of lifecycle data architecture: events, attributes, segmentation, triggers
Track record improving retention/churn/LTV through automated journeys (not batch-and-blast)
Shopify lifecycle/ecommerce experience
Comfortable owning both promotional and transactional comms

Bonus Points

Healthcare, telehealth, or regulated-industry background
SQL fluency or self-serve comfort with customer data
Experience with Segment, Snowflake, BigQuery, Hightouch/Census
Multi-brand/multi-storefront lifecycle experience
Built churn models or predictive segments

Who Thrives Here
Someone who moves fluidly between "what should we say to this patient?" and "do we have the data to know when to say it?" — thinking in states, triggers, and systems, not just campaigns.