Our client is a rapidly growing, private equity-backed direct-to-consumer telemedicine platform redefining personalized healthcare through subscription-based care. With strong recurring revenue and retention already in the high-70% to low-80% range, the company has established a scalable foundation for continued growth. As the organization enters its next phase of expansion, it is investing in leadership that can transform patient intelligence into measurable commercial outcomes by leveraging data, lifecycle strategy, CRM, and predictive analytics to increase retention, grow customer lifetime value, and deliver a best-in-class patient experience.
We are hiring a Head of Loyalty & CRM to know our patients better than anyone in the company, and to turn that knowledge into deeper, longer, more valuable relationships. You’ll know who our patients are, what they want, when they’re likely to return, and when they’re at risk of leaving. You will convert that intelligence into prediction, segmentation, and action that grows lifetime value (LTV) and average revenue per patient while reducing churn.
This is not an email marketing role. CRM fluency is essential, but the mandate is total patient intelligence and the commercial outcomes that flow from it. We’re looking for the strategist and operator who owns the patient, the data, and the results.
You’ll inherit GoHighLevel as the current CRM, with the rest of the lifecycle and data stack still to be built out. A core part of this role is maturing that foundation into a single, measurable lifecycle engine. The role sits within Marketing, may be supported by a junior resource for execution, and may evolve toward a broader product orientation as the business scales.
What You’ll Do
- Build a complete, living picture of the patient base, capturing behaviors, preferences, treatment journeys, and the signals that predict what each patient will do next.
- Grow LTV and average revenue per patient through retention, cross-sell, and bundling that genuinely fits each patient’s needs.
- Reduce churn: predict who’s likely to lapse before they do, understand precisely why patients leave or stop treatment, and intervene proactively at the right moment.
- Segment the base in sophisticated, actionable ways so every patient gets the right offer, message, and experience at the right time.
- Own lifecycle and CRM strategy across the full journey, from onboarding to retention, re-engagement, and win-back.
- Design a loyalty program suited to a recurring health model, rewarding engagement, tenure, and advocacy.
- Lead go-to-market into the existing base for new and relaunched therapies, mapping the right patients to each offering and orchestrating the lifecycle programs that introduce it.
- Sharpen the ideal customer profile (ICP) and feed the acquisition engine with patient intelligence, moving toward differentiated, value-based allowables by product and persona.
- Build a culture of disciplined experimentation, continuously testing offers, messaging, segmentation, and lifecycle programs, and scaling what moves retention and value.
- Partner closely with clinical and operations teams to support adherence, labs, and ongoing engagement.
- Own the metrics that matter, including LTV, retention, average revenue per patient, churn, and re-engagement, with reporting the whole organization can rally around.
Partnering on Conversion & Care
Retention starts at the front door. You’ll partner closely with our Medical Consultants and appointment-setting team to lift conversion across the lead-to-consult-to-close funnel and bring a concierge feel to the entire patient journey.
- Lift schedule and show rates: work with appointment setters and Medical Consultants to improve how often leads book consultations and actually show, with well-timed reminders and lifecycle nudges.
- Drive front-end conversion with sales-oriented copy: craft persuasive, compliant copy across text, email, and marketing that helps close business at the point of consult and beyond.
- Build reminder and re-engagement programs: automate timely prompts for labs, renewals, and follow-ups that keep patients on plan and revenue recurring.
- Raise email and text deliverability: improve sender reputation, list health, and messaging infrastructure so more messages actually land. This is the foundation everything else depends on.
- Develop the consumer journey into a concierge experience: map and elevate every touchpoint so the patient relationship feels personal, attentive, and high-care.
What You’ll Bring
- A consumer-services, subscription-based background, ideally health and wellness, luxury or premium retail, premium CPG, or subscription e-commerce (think Spotify, Rent the Runway, and the like).
- 10+ years in CRM, lifecycle, loyalty, or retention, including senior ownership of a retention or LTV function.
- A track record of measurably growing LTV and average revenue per patient and reducing churn, with the programs and models behind the results, not just campaigns.
- Hands-on experience building or rebuilding a CRM and lifecycle stack, not just operating an existing one.
- Deep data orientation, non-negotiable. You build models, score and segment patients, and reason quantitatively about behavior.
- A disciplined experimentation mindset: structured tests, rigorous reads, and scaling what works. Testing is how you make decisions, not an afterthought.
- Player-coach range: senior enough to own the strategy and the model, hands-on enough to build and operate with a lean team.
- A clear communicator who frames the business as a subscription and rallies the organization around the patient.
Bonus:
- Comfort in a regulated healthcare context, partnering with clinical, compliance, and operations, with awareness of how patient health data shapes what’s permissible.
- Ability to translate patient intelligence into acquisition guidance, including product- and persona-level allowables.
What Success Looks Like
First 3 Months
- Establish the baselines and a simple dashboard covering retention, churn, LTV, and average revenue per patient, plus a prioritized view of at-risk cohorts and the biggest expansion opportunities.
- Tighten the first-90-day new-patient journey (the highest-churn window) with structured onboarding, adherence nudges, and milestone check-ins that drive the first refill and build habit.
- Launch quick-win retention plays: proactive save flows for high-risk cohorts (post-first-refill drop-off, lab non-completion, lapsing TRT) and a win-back campaign to recently lapsed patients.
- Identify and test initial add-on and cross-sell offers mapped to each therapy, for example TRT into supplements and advanced labs, or weight loss into metabolic labs, all measured against control.
- Build the playbook to introduce new and adjacent offerings such as peptides, GLP-1s, supplements, and advanced labs into the existing base: segment who is the right clinical and commercial fit for each, and define the lifecycle program to launch it.
- Run one or two controlled pilot launches of these offerings (e.g., GLP-1s and advanced labs) to targeted, eligible segments, partnering with clinical and compliance, with clean measurement and an early read on adoption and revenue lift.
- Stand up the experimentation cadence, with the first structured tests live across retention and cross-sell.
- Recommended early priorities, to be validated against the data and refined with the Head of Performance Marketing.
First 6 Months
- A complete view of the patient base: who they are, who’s at risk, where the expansion opportunities sit, and the true retention and value baselines.
- An established testing cadence, a steady run-rate of structured experiments across lifecycle, retention, and cross-sell, with clean read-outs that inform what scales.
- Initial high-impact lifecycle and cross-sell programs launched, with clean measurement and early, demonstrable wins.
- A sharpened ICP, with acquisition and retention aligned around it.
- GoHighLevel built out into a fully operational lifecycle engine, consolidating fragmented activity into a single, measurable system.
First 12 Months
- Measurable improvement in core KPIs: higher LTV, growth in average revenue per patient, lower churn, and longer average tenure.
- A functioning predictive lapse model and a segmentation framework the whole organization uses to make decisions.
- A repeatable playbook for launching new and relaunched therapies to the existing base, with measurable adoption from the patients most likely to benefit.
- Acquisition supplied with the patient and LTV intelligence that informs differentiated, value-based allowables by product and persona.
- Note: success metrics to be finalized with the Head of Performance Marketing and Executive Chair.
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Industry 1: Consumer Services
Industry 2: Health, Wellness and Fitness
Industry 3: Marketing and Advertising
Job ID: 60869743711
Category: Industrial
Location: Remote,