About the Role

Were looking for a seasoned lifecycle and retention marketing leader to own and optimize the customer journey across our portfolio of DTC brands. This is a high-impact individual contributor role for someone who has built retention programs from the ground up and can demonstrate meaningful revenue impact through improved LTV and customer engagement.

Youll be responsible for developing and executing comprehensive lifecycle strategies implementing sophisticated retention programs and building a testing culture that continuously improves customer value. While this role doesnt include direct reports you should have experience building and managing lean high-performing teams - whether contractors agencies or cross-functional partners.

What Youll Own

Lifecycle Strategy & Execution

• Design and implement end-to-end lifecycle marketing programs across email SMS push and emerging channels
• Build sophisticated segmentation strategies based on customer behavior purchase patterns and engagement signals
• Own retention metrics including repeat purchase rate customer LTV churn reduction and engagement KPIs
• Develop win-back reactivation and cross-sell/upsell campaigns that drive meaningful revenue

Loyalty & Subscription Programs

• Architect and optimize loyalty programs that drive repeat purchase behavior and increase customer lifetime value
• Manage subscription retention strategies reducing churn and improving take rates
• Implement tiered rewards structures referral programs and VIP experiences that create lasting brand affinity

Testing & Optimization

• Drive a rigorous testing roadmap across messaging timing offers and creative
• Analyze cohort performance identify trends and translate insights into actionable strategies
• Stay ahead of industry benchmarks and bring best practices from leading DTC brands into our ecosystem

Cross-Functional Leadership

• Partner with growth product and customer experience teams to create seamless customer journeys
• Manage relationships with technology vendors agencies and freelancers to execute at high velocity
• Build processes and systems that allow lean teams to operate efficiently at scale

What You Bring

Experience & Track Record

• 5-7 years in lifecycle retention or CRM marketing roles at fast-growing DTC brands
• Proven track record of improving key retention metricsshow us the before/after of programs youve built
• Experience managing or scaling brands from $10M to $50M in revenue
• History of building and managing lean high-output teams (even without direct reports)

Technical Expertise

• Deep knowledge of retention and loyalty platforms (Klaviyo Attentive Yotpo LoyaltyLion etc.)
• Strong proficiency with subscription platforms (Recharge Skio Bold etc.) and their retention levers
• Comfortable with analytics tools and building dashboards to track performance
• Understanding of customer data platforms and segmentation strategies

Strategic Mindset

• You know industry benchmarks cold and can articulate what good looks like
• You understand cohort analysis LTV modeling and retention economics
• You can balance long-term brand building with short-term revenue optimization
• You stay plugged into whats working across leading DTC brands

Execution Style

• Scrappy self-starter who thrives in fast-paced resource-constrained environments
• Bias toward action and testing over perfection and planning
• Comfortable wearing multiple hats and rolling up your sleeves
• Excellent project management skillsyou ship things on time and hit your numbers

Your First 90 Days

Days 1-30: Audit & Quick Wins

• Conduct comprehensive audit of current flows campaigns and customer segments across all brands
• Benchmark performance against industry standards and identify performance gaps
• Map the complete customer journey and identify friction points or missed opportunities
• Implement 3-5 quick wins that can show immediate impact (copy improvements timing optimizations segment fixes)
• Establish baseline metrics and reporting infrastructure

Days 31-60: Strategic Buildout

• Launch additional high-impact customer segments based on behavior value and lifecycle stage
• Redesign underperforming flows with optimized messaging cadence and offers
• Begin systematic A/B testing program across key touchpoints
• Improve Month 1 retention rate by 20% through optimized onboarding and early engagement
• Develop 90-day testing roadmap with prioritized initiatives

Days 61-90: Scale & Optimize

• Improve Month 2 and Month 3 retention rates by 20% through enhanced nurture and replenishment strategies
• Launch or optimize loyalty program mechanics to drive repeat behavior
• Implement advanced win-back and reactivation campaigns for lapsed customers
• Increase overall customer LTV by 30% through improved retention cohorts and frequency
• Build scalable processes and playbooks that allow lean team execution

What Makes You Stand Out

• Youve built a loyalty or subscription program that became a meaningful revenue driver
• You have case studies showing 15% improvement in retention metrics
• Youre active in DTC communities and stay ahead of emerging tactics
• Youve managed complex tech stacks and can evaluate/implement new tools independently
• You have experience across multiple categories (pet brand consumables supplements beauty etc.)