Lifecycle Marketing Manager

Join Cartwheel to help tackle the student mental health crisis!

Cartwheel is tackling the youth mental health crisis with a novel school-based approach.

Through our technology platform, students access evidence-based mental health care with no waitlists, school staff seamlessly collaborate with the student’s care team, and district administrators get the data and insights they need to deeply understand mental health trends on campus. This supports earlier intervention, higher student and family engagement in care, and better coordination among the trusted adults in a student's life.

On the back end, Cartwheel’s funding model combines subscription funding from districts with Medicaid and commercial insurance billing. In doing so, we offset two-thirds or more of the cost of services for our districts and ensure every student can access great care.

Over 12 months, we've become the largest provider of school-centered telehealth nationwide, serving over 300 school districts across 15 states. We recently raised a significant Series B funding round backed by top investors including A-Street Ventures, Menlo Ventures, Reach Capital, and General Catalyst, and we're looking for mission-driven teammates to join our team as we aggressively expand our footprint and our product platform over the next 2 years.

We believe kids shouldn't just aspire to get out of bed and drag themselves to class. They should be able to experience joy. They deserve to envision and build a life they're excited to live. If you join Cartwheel, you'll help make this vision a reality for millions of students.

ABOUT THE ROLE

We're seeking a Lifecycle Marketing Manager to own and optimize the critical care journey from referral to active utilization. This role will be instrumental in converting referrals into engaged families receiving services, while also nurturing relationships with referring staff.

This is a hands-on role requiring expertise in Iterable, deep understanding of lifecycle strategy, and a strong grasp of data-driven marketing. You’ll collaborate closely with our marketing, clinical, operations, and success teams to ensure messaging and experiences are timely, personalized, and impactful.

Role type: This is a W2, Full-Time, Salaried position

Location: Remote in the U.S.

Start date: November 2025

WHAT YOU'LL DO

Primary Focus: Referral to Utilization Conversion

• Design and execute end-to-end lifecycle campaigns in Iterable that move families from referral through assessment, enrollment, and active care utilization
• Build automated trigger-based campaigns that respond to user behaviors, drop-off points, and engagement signals throughout the care journey
• Optimize conversion funnels at each stage: referral acceptance, family engagement, initial appointment scheduling, and ongoing session attendance
• Develop segmentation strategies to personalize messaging based on referral source, student needs, family engagement level, and utilization patterns
• A/B test messaging, timing, and channels to continuously improve conversion rates and reduce friction in the care journey
• Create nurture sequences that address common barriers to engagement (stigma, logistics, confusion about services)
• Collaborate with clinical, operations, and product teams to understand drop-off reasons and address them through strategic communications

Secondary Focus: Staff and Family Engagement

• Build campaigns to engage and educate referring staff (counselors, teachers, administrators) on Cartwheel services, referral best practices, and student progress
• Create feedback loops that keep referring staff informed about student outcomes and reinforce referral behaviors
• Develop family engagement campaigns that support family self interest form submissions
• Design re-engagement campaigns for families who have disengaged or students who have missed appointments

Strategic Ownership

• Own lifecycle marketing strategy from concept through execution, measurement, and iteration
• Conduct market and customer research to inform messaging, positioning, and campaign strategy
• Develop product marketing materials that clearly communicate Cartwheel's value proposition to families and school staff
• Partner with marketing, operational, and product leadership to align lifecycle campaigns with broader company goals and outcomes
• Build reporting dashboards that track campaign performance, conversion metrics, and impact on utilization KPIs
• Identify and prioritize opportunities to improve the end-to-end experience through marketing interventions

WHAT YOU BRING

• 3+ years of lifecycle or email marketing experience, preferably in healthcare, mental health, edtech, or mission-driven organizations
• Expert-level proficiency in Iterable, including campaign building, segmentation, automation/triggers, A/B testing, and reporting
• Proven track record of designing and executing campaigns that drive measurable conversion improvements
• Strong analytical skills with the ability to translate data into actionable insights and optimization strategies
• End-to-end ownership mentality — you can develop strategy, execute campaigns, analyze results, and iterate independently
• Excellent written communication skills with the ability to craft empathetic, clear messaging for diverse audiences
• Experience with complex, multi-touch conversion funnels where timing, trust-building, and education are critical
• Experience with SMS, push notifications, or multi-channel lifecycle programs

WHAT SUCCESS LOOKS LIKE

• Improved conversion rates at each stage of the referral-to-care journey
• Increased utilization rates among referred families
• Reduced time from referral to first appointment
• Higher engagement from referring staff, resulting in more appropriate referrals and better outcomes
• Data-driven optimization that demonstrably improves the family and staff experience
• Scalable campaign infrastructure that can grow with Cartwheel's expanding district partnerships

WHY YOU’LL LOVE CARTWHEEL

Our hope is that Cartwheel will be your best career decision! In addition to tackling one of the biggest challenges of our time, at a company well-positioned to do so, you’ll have:

• Competitive cash compensation
• Equity ownership stake in the company
• High-quality health insurance with a $0 monthly premium option for employees
• Dental, Vision, and Employer-Sponsored Life Insurance
• 4 weeks of paid PTO (3 weeks any time + 1 week office closure in December)
• Sick Leave + Holidays
• 401K with 2% employer match
• Team-based culture with mission-driven colleagues who will go to bat for you