Lead strategic design and execution of automated digital customer journeys for homecare provider customers, focusing on adoption and engagement with the HHAeXchange platform.
HHAeXchange is the leading technology platform for home and community-based care. Founded in 2008, HHAeXchange was born out of an idea to create a fully comprehensive end-to-end homecare solution to help people who are aging or have disabilities thrive in their homes and communities. Our employees are passionate about transforming the healthcare space by building the only homecare ecosystem that fully connects patients, personal care providers, managed care organizations, and states.
We’re looking for an experienced Lifecycle Marketing Manager to join our Customer Experience team and lead the strategic design and execution of automated digital customer journeys that deliver exceptional customer experiences. This role is focused on helping our state/payer-sponsored homecare provider customers successfully adopt the HHAeXchange platform and realize its full value throughout every stage of their lifecycle. In this role, you will own digital engagement programs that drive provider activation and result in measurable adoption of our platform, aligned with defined milestones and strategic goals.
You’ll create scalable one-to-many engagement programs—including automated onboarding and adoption workflows, in-app experiences, targeted email campaigns, in-person events, office hours and webinars—that guide providers from initial onboarding through sustained platform use. Your work will be data-driven and outcome-oriented, with a strong emphasis on delivering the right message at the right time to drive action and reduce friction. Success will be measured in provider activation, platform adoption targets, and customer sentiment (i.e. NPS, CSAT).
Success in this role requires deep understanding of the customer journey, from implementation to long-term engagement. You’ll collaborate cross-functionally with teams such as Payer Customer Success, Implementation, Sales & Marketing, Technical Support, Customer Training, Internal Enablement, and Product. You’ll also leverage tools like Pendo, Salesforce, and HubSpot to orchestrate and optimize digital touchpoints that scale customer success.
This role follows HHAeXchange’s hybrid work model, with an expectation to report to an HHAeXchange office if located within commuting distance of the NYC or Minneapolis Metro office locations (typically 3 days/week).
To perform this job successfully, an individual must be able to perform each essential job duty satisfactorily with or without reasonable accommodation. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
Essential Job Duties
- Own the digital customer engagement strategy and execution for providers participating in state or payer-sponsored EVV programs, ensuring seamless progression through onboarding, adoption, and value realization.
- Design and execute automated customer journeys: drive the end-to-end digital experience (email, in-app messaging, webinars, and resource hubs, etc.) to drive platform adoption and deliver value to the right user/customer at the right time in their journey based on customer segmentation and lifecycle stage. Continuously optimize based on performance insights.
- Lead a cross-functional governance cadence for digital engagement across Payer CSMs, Payer Implementation, TCC, Marketing, and Product to support optimizing digital experiences and ensuring consistent, coordinated communication throughout the provider journey. Define and own the digital communications calendar by state/payer.
- Partner with Product to drive feature adoption from our sponsored provider segment via Pendo/in-app.
- Measure & Optimize – Own KPI framework & reporting (activation, adoption, NPS/CSAT) for sponsored providers and publish a quarterly scorecard. Use data-driven insights to iterate and improve campaign strategies, always keeping the customer experience at the center.
- Ensure compliance across State/Payer contracts: ensure all communications and digital programs align with contractual requirements across state programs. Deliver accurate, timely, and consistent messaging across every state/payer program rollout.
- Serve as subject matter expert on activation and adoption championing best practices and mentioning partners across communications, enablement and customer experience
Other Job Duties
- Other duties as assigned by supervisor or HHAeXchange leader
Travel Requirements
- Travel up to 10%, including overnight travel
Required Education, Experience, Certifications and Skills
- Bachelor’s degree or equivalent experience in communications, marketing, or related field.
- 5+ years of experience in digital engagement strategy or customer communications and customer success/engagement roles.
- Experience leading enterprise-scale digital programs across segments; strong analytical acumen (turning data into experience design changes).
- Proven experience working with a scaling portfolio of customers, automating customer experiences, and driving adoption and value outcomes.
- Proven ability to influence senior stakeholders in a matrixed org; budget/vendor management a plus
- Direct experience in the home care industry, with an understanding of the agency/provider perspective preferred
- Experience coordinating across multiple internal departments to deliver cohesive customer engagement strategies.
- Familiarity with state-sponsored healthcare programs or other regulated environments is highly preferred.
- Proven ability to manage customer-facing communications, including product releases, market updates, incident/crisis communications, creation of webinars, and landing pages.
- Strong writing, editing, and messaging skills with the ability to translate complex concepts into customer-friendly language.
- Skilled in leveraging platforms such as Pendo, HubSpot, and other customer engagement tools to design and deliver campaigns that drive adoption and engagement.
- Familiarity with segmentation strategies for targeting communications.
- Strong organizational and project management skills with the ability to handle multiple priorities.
- Excellent verbal and written communication skills; able to influence and collaborate with cross-functional stakeholders.
- Calm under pressure, with the ability to deliver clear, transparent communication during incidents.
- Willingness to explore and adopt AI tools responsibly to enhance productivity and innovation in your role.
The base salary range for this US-based, full-time, and exempt position is $110,000 - $120,000 not including variable compensation. An employee’s exact starting salary will be based on various factors including but not limited to experience, education, training, merit, location, and the ability to exemplify the HHAeXchange core values.
This is a benefits-eligible position. HHAeXchange offers competitive health plans, paid time-off, company paid holidays, 401K retirement program with a Company elected match, including other company sponsored programs.
HHAeXchange is an equal-opportunity employer. The Company offers employment opportunities to all applicants and employees without regard to race, color, religion, national origin, sex, sexual orientation, gender identity or expression, age, disability, medical condition, marital status, veteran status, citizenship, genetic information, hairstyles, or any other status protected by local or federal law.
Top Skills
Hubspot
Pendo
Salesforce
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