Lifecycle Marketing Specialist

Ready to make a real impact on global health and wellness care?

Practice Better is an all-in-one platform helping health and wellness practitioners run their businesses, care for their clients, and scale their impact. Founded by practitioners in 2016, we’re now the leading EHR and practice management platform in the wellness industry, trusted by tens of thousands of practitioners across 70+ countries.

In 2023, we expanded our whole-practice care offering through the acquisition of That Clean Life, bringing nutrition planning into our platform.

We’re a remote-first team headquartered in Toronto, made up of curious, driven, and empathetic people building tools that help practitioners create sustainable, independent practices; and do the most meaningful work of their careers. While most of our work happens remotely, we come together regularly for off-sites and team events to stay connected and build together.

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Position Summary

We are looking for a Lifecycle Marketing Specialist to join our growing team.

Retention and expansion are core to Practice Better's growth, and helping practitioners get real value from our integration ecosystem is one of the clearest ways we do that. Practitioners who adopt integrations go deeper with the platform and build workflows that actually stick. That value is there to be found, and it's our job to make sure practitioners find it at the right moments.

In this role, you'll sit within the Lifecycle Marketing team, reporting directly to our Director of Lifecycle Marketing. This is a hands-on, campaign-execution role: you'll build, launch, and optimize lifecycle campaigns that help practitioners discover the tools and integrations that fit their workflow best, keeping them engaged and getting more from the platform over time.

You'll also operate at the intersection of Lifecycle Marketing, CX, and Product, working closely with each to stay ahead of account health signals, partner priorities, and the moments where practitioners are most ready to grow into more of the platform. You'll play a central role in helping practitioners succeed with the platform, with the scope to take on greater ownership as you grow into the role.

Note: Practice Better is a remote-first company with team members across North America. This particular role is currently open to Canadian-based candidates only, and candidates must be legally entitled to work for any employer in Canada. Practice Better is unable to support sponsorship for work permits or visas at this time.

What You'll Do

Retention & Expansion Lifecycle Campaigns

• Build and execute multi-channel lifecycle campaigns (email, in-app via Pendo) that help practitioners discover and adopt the integrations most relevant to their practice
• Set up segmented, behavior-triggered campaigns that meet practitioners at high-intent moments — onboarding, plan changes, specialty signals, and moments where they may be at risk of losing momentum
• Incorporate integration and engagement signals into risk scoring, and support early-intervention and win-back campaigns for practitioners who've drifted or churned
• Help lower-tier practitioners find the right upgrade path when their workflow has outgrown their current plan
• Track and report on attach rate, churn, and expansion trends by segment, cohort, and plan tier, flagging patterns to the broader team

Partner Management

• Own day-to-day partner management and relationships with existing integration partners, and help onboard and activate new partners as they're brought into the ecosystem
• Help execute co-marketing campaigns with integration partners, including joint email sends, in-app promotions, webinars, and partner-sourced content
• Pull campaign reporting for integration co-marketing: adoption lift, engagement rates, and conversion to active integration use

Insights & Optimization

• Monitor integration funnel performance — from awareness through first use and sustained engagement — using HubSpot, Pendo, and Amplitude
• Run A/B tests on messaging, timing, and offer mechanics under the guidance of the broader team to improve how well campaigns actually help practitioners find what they need
• Surface practitioner behavior data and patterns that point to friction in the product adoption journey

What You'll Bring

• 2–3 years of experience in lifecycle marketing, partnership marketing, or customer marketing at a B2B SaaS company, ideally with exposure to product-led growth (PLG) motions
• Experience executing behavior-triggered, segmented email and in-app campaigns
• Working knowledge of retention and expansion metrics: attach rates, cohorts, and LTV, not just open rates
• Experience with HubSpot (required) and at least one in-app messaging tool (Pendo preferred)
• Comfortable working with data — you can pull standard funnel reports and read Amplitude or Sigma dashboards with support from the team
• Collaborative instincts: you know how to work across Product, CX, and Partnerships to get context, alignment, and creative assets without creating bottlenecks
• Bonus: familiarity with health tech, EHR workflows, or the holistic health/wellness practitioner segment

Who You Are

• A Late-Lifecycle Specialist. You understand that the real work starts after signup. You're energized by the challenge of deepening engagement in an existing customer base — not just acquiring new ones.
• A Campaign Executor. You don't just write emails — you build journeys. You think in segments, triggers, and sequences, and you're always asking: who gets this message, when, and why?
• Outcome-Oriented. You measure your work in attach rates and retention impact, not campaign volume. You take pride in owning execution against a number.
• A Cross-Functional Connector. You know that the