Lifecycle Lead

We're hiring a Lifecycle Lead to deliver customer communications and lifecycle programs that support key moments across the customer journey.

This is a senior individual contributor role for someone who leads by example. You'll personally design, build, and ship lifecycle journeys and campaigns, setting the standard for how lifecycle is done. The focus is on execution, impact, and craft - showing what great looks like before the function scales further.

The role spans two tightly connected areas:

• Customer Comms - ensuring critical and always-on communications are delivered accurately and on time
• Lifecycle & Campaigns - building behaviour-driven programs that support activation, multi-product adoption, retention, and resurrection

While this role includes comms ownership, the centre of gravity is lifecycle SaaS: product-embedded journeys, event-driven orchestration, and measurable growth outcomes. This is not customer marketing. What you'll do

Lifecycle Programs & Outcomes

• Design and deliver lifecycle journeys and campaigns that support key customer moments, including:

• Activation and first value
• Multi-product adoption
• Engagement and retention
• Churn prevention and resurrection

• Translate growth goals into clear lifecycle initiatives and success metrics
• Ensure lifecycle work is closely tied to product usage and customer value

Comms & Lifecycle Delivery

• Accountable for delivery of customer communications and lifecycle campaigns
• Ensure comms are timely, accurate, well-targeted, and coordinated across channels
• Balance operational reliability with high-impact lifecycle execution
• Ensure campaigns and comms work together as a cohesive user experience

Hands-On Lifecycle Execution

• Personally design, build, launch, and optimise lifecycle journeys using Braze and data from the CDP
• Build cross-channel programs spanning:

• In-product experiences
• Email
• Push notifications

• Create behavior-driven, state-based journeys rather than one-off campaigns
• Own QA, performance analysis, and iteration
• Build, edit, and QA lifecycle messages using HTML and CSS, including templates, dynamic content, and personalisation logic
• Comfortable debugging delivery or rendering issues and partnering with engineering where deeper technical support is required

Product-Embedded Lifecycle

• Partner closely with Product, Data, and Engineering to:

• Define and maintain high-quality event tracking in the CDP
• Embed lifecycle moments directly into the product experience
• Ensure journeys flow naturally in and out of product surfaces

• Use lifecycle insights to identify friction and opportunity in the product

Experimentation & Optimisation

• Run structured experimentation across lifecycle stages
• Design tests with clear hypotheses and success metrics
• Use cohort and funnel analysis to continuously improve outcomes

What Success Looks Like

• Reliable, high-quality delivery of customer comms and lifecycle campaigns
• Strong support for activation, adoption, and retention initiatives
• Lifecycle journeys that feel contextual, timely, and product-native
• Clear proof points for what "great lifecycle execution" looks like at the company

• 6-10+ years in lifecycle, growth, or product-led SaaS roles
• A strong lifecycle background (this is not a customer marketing role)
• Hands-on experience with Braze
• Proven experience building complex, cross-channel lifecycle journeys
• Comfort working directly in HTML/CSS; familiarity with JavaScript, webhooks, or custom events is a bonus but not required
• Strong product intuition and comfort working with data from a CDP
• Bias to action - you ship, measure, and iterate

Healthcare needs a better rhythm: one that keeps care continuous and deeply human. Heidi is building an AI Care Partner that works alongside clinicians to make that possible. We're a team of doctors, engineers, designers, researchers, and creatives building tools that help clinicians stay focused on what matters most: their patients. In just 18 months, Heidi has given back more than 18 million hours to healthcare professionals - supporting 73 million patient visits in 116 countries. Today, more than two million patient visits each week are powered by Heidi worldwide. Backed by nearly $100 million in funding, we're growing in the US, UK, Canada, and Europe, partnering with leading health systems including the NHS, Beth Israel Lahey Health, and Monash Health., We design for safety and reliability so clinicians, patients, and our teams can trust what we build every day. 2. Own Your Practice Ideas rise on merit, not title, and everyone shares responsibility for the standards we set together. 3. Move Fast, Stay Steady We move quickly but never at the cost of trust. Progress only matters if people can depend on what we make. 4. Make Others Better Honest feedback, steady support, and shared growth keep our teams improving together. Why you should join Heidi * Real product momentum. We're not trying to generate interest, we're channeling it. * Equity from day one. When Heidi wins, you win. You'll share directly in the success you help create. * Unmatched impact. Play a pivotal role in defining and scaling customer success at a critical growth moment - all while working on a product that delivers tangible value to clinicians and patients every day. * Work alongside world-class talent. Join a team of operators and builders who've scaled unicorns. * Global reach . Help shape our international expansion as we bring Heidi to key international markets. * Growth and balance. personal development budget, dedicated wellness days, and your birthday off to recharge, work from anywhere in the world for a month. * Flexibility that works. A hybrid environment, with 3 days in the office. Heidi's commitment to Diversity, Equity and Inclusion Heidi is dedicated to creating an equitable, inclusive, and supportive work environment that brings people together from diverse backgrounds, experiences, and perspectives. Our strength is in our differences. We're proud to be an equal opportunity employer and are proud to welcome all applicants as we're committed to promoting a culture of opportunity for all.