Senior Digital Communications Manager

Description Position Summary

We are seeking a Senior Digital Communications Manager who will serve in a pivotal marketing role responsible for owning every touchpoint between first click and lasting loyalty. This person will develop and own the email marketing strategy alongside the broader lifecycle program, building the automated, data-driven journeys, audience segmentation, and consent infrastructure that turn new clients, clinicians and patients into engaged, long-term believers in Gifthealth.

Reporting directly to the Vice President of Marketing, this is a high-visibility, builder's role for someone equally comfortable setting lifecycle strategy and rolling up their sleeves to build a journey, QA an email, and analyze performance. You will have significant ownership over the channel and the opportunity to build the infrastructure, processes, and best practices that will allow Gifthealth's lifecycle program to scale.

• Own the channel roadmap. Develop and own Gifthealth's email channel strategy and roadmap, aligned to commercial, clinician, and patient objectives.
• Build the communications framework. Translate lifecycle strategy into a comprehensive communications framework spanning acquisition, onboarding, activation, engagement, retention, adherence, and re-engagement.
• Define email's role in the journey. Identify where email drives the most value across the broader customer and patient journey, and pinpoint opportunities to improve engagement at critical moments.
• Manage the calendar. Build and maintain a lifecycle communications calendar, including the newsletter program, that balances automated journeys, triggered communications, and campaign-based messaging.
• Set the operating model. Establish lifecycle marketing best practices, governance, and operating processes as the channel scales.
• Manage consent and segmentation. Build and maintain segmented, permission-based audiences, and implement marketing consent and preference management so every message respects what each client, clinician, and patient has opted into.

• Design and ship journeys. Design, build, launch, and optimize automated email journeys and triggered communications.
• Segment and personalize. Develop sophisticated audience segmentation and personalization strategies based on customer behavior, lifecycle stage, preferences, and other relevant data signals.
• Activate new signals. Partner with data, product, and operations to identify and activate new customer insights and behavioral triggers.
• Own production end to end. Own the end-to-end email production process, from brief and audience definition through build, QA, deployment, and performance analysis.

• Set the KPIs. Establish KPIs and measurement frameworks for email and lifecycle marketing, with a focus on both engagement and business impact.
• Run the testing roadmap. Develop and manage a rigorous testing roadmap across messaging, creative, segmentation, cadence, personalization, and journey design.
• Turn data into insight. Analyze campaign and journey performance to identify opportunities, generate insights, and continuously improve results.
• Report with rigor. Translate data into clear recommendations for stakeholders and leadership, never settling for good enough.

• Partner with brand and creative. Ensure every email is on-brand, compelling, and consistent with the Gifthealth experience.
• Collaborate cross-functionally. Work with product, growth, operations, clinical, analytics, and other teams to develop communications that support key customer and patient experiences.
• Be the subject-matter expert. Serve as the internal expert for email and lifecycle marketing, bringing the customer and patient perspective into cross-functional conversations.
• Advocate for the customer. Push for communications that are genuinely useful, not simply promotional, and help establish a scalable lifecycle operating model across teams and channels.

• Own governance. Develop and maintain audience, segmentation, consent, suppression, and communication governance frameworks so every message respects what each client, clinician, and patient has opted into.
• Stay compliant. Ensure email programs follow applicable privacy, consent, deliverability, and healthcare communication requirements.
• Improve the infrastructure. Identify opportunities to improve marketing…