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 best lifecycle campaigns are informed by product insights, CX signals, and partner context. You naturally pull those threads together without needing to own the relationships yourself.

Practitioner-Empathetic. You take the time to understand the workflows of the practitioners you're marketing to. You can translate a complex integration value prop into something that lands for a busy naturopath or dietitian.

Your Impact

Integration attach rate is one of the clearest signs that practitioners are getting real, lasting value from Practice Better. Your work will help ensure practitioners find the tools that fit their workflow, feel supported as their practice grows, and stay because the platform genuinely works for them. That's what drives lower churn, higher LTV, and a platform practitioners feel embedded in.

Compensation & Pay Transparency

At Practice Better, we believe in pay transparency, equity, and fairness. We benchmark compensation against similar-stage, high-growth SaaS companies in both Canada and the United States and review our salary bands regularly to ensure they remain competitive and aligned with market trends.

Each role has a defined pay range based on its level, scope, and geographic location. Final offers are determined by several factors, including experience, demonstrated skills, and location, to ensure consistency and equity across our team.

Anticipated Base Salary Range (Canada): $60,000 - $70,000 CAD