About the Company
Our client is a fast-growing supplements brand built on performance marketing and creator partnerships. The team runs a lean, DTC-first operation, acquiring customers across Meta, TikTok, YouTube, and Google, and has been investing seriously in building out real marketing leadership, including its first CMO. Retention is the next frontier: a growing subscriber base that needs a dedicated owner to turn first-time buyers into long-term customers.
Role Overview
This is a Head of Retention role, remote (US), owning customer lifetime value across the client's subscription business. This is a full-ownership retention seat: the person in this role will set the lifetime value and subscription strategy for the supplement business, then build and run the lifecycle program that delivers it, welcome through winback, across email, SMS, and direct mail. They will own the subscription experience itself, including cancellation flows, save offers, pause, and upgrade paths, plus the packaging and unboxing moments that turn a single order into a habit. This role reports to the CMO and runs the full retention roadmap, from the annual targets set to the test calendar that gets there.
Responsibilities
- LTV and subscription ownership: own lifetime value, retention rate, and reactivation as primary measures, along with churn, rebill rate, average revenue per subscriber, and tenure, and set the annual targets reported against to executive leadership
- Subscription experience: design and own the cancellation flow, save offers, pause options, and upgrade paths that keep subscribers in the fold
- Lifecycle program: run the automated lifecycle program end to end, welcome, onboarding, post-purchase, billing communication, cross-sell, churn prevention, and winback, across email, SMS, and direct mail
- Segmentation and journeys: build segmentation and customer journey design across the base, and grow the reachable audience through list and opt-in growth without degrading deliverability
- Winback engine: build the winback program from first-party data, identifying who lapses, when, and what actually recovers them
- Retention content: set the standard for lifecycle copy, authentic and customer-first rather than promotional, and partner directly with Creative on retention campaigns and post-purchase touchpoints like packaging inserts and unboxing
- Testing and measurement: run a structured testing roadmap using holdouts and incrementality measurement, and report cohort LTV, retention curves, and reactivation rate in incremental terms rather than channel engagement metrics
- Stack and partners: own the retention technology stack and direct external lifecycle and subscription partners against a defined roadmap and measurable outcomes
Who They're Looking For
- 4+ years in-house owning lifecycle, retention, or CRM at a consumer subscription brand
- Deep in email and SMS, running both automated flows and campaigns end to end
- A track record of owning a retention or lifetime value number, not just a single channel
- Hands-on with Klaviyo, an SMS platform such as Postscript, an on-site capture tool such as Alia, and a subscription platform such as Skio, Recharge, or Stay AI
- Experience running holdout and incrementality testing and reporting real incremental impact
- Analytically fluent in cohort analysis, retention modeling, and segmentation
- Sharp instincts for copy, with the judgment to tell authentic messaging from promotional filler
- Uses AI tooling as a core part of how they build, test, and report on the program
