Director of Retention & Customer Lifecycle

Bask & Lather•Yonkers, NY

3d•$180,000 - $200,000•Remote

About The Position

Bask & Lather is seeking a Director of Retention & Customer Lifecycle to build a leading lifecycle marketing organization within the consumer products industry. This leadership role is crucial for scaling the company nationally and internationally, focusing on retention as a primary growth opportunity. The Director will own the long-term value of customer relationships, transforming retention into a key growth engine for the brand. This is a business leadership position, not a traditional CRM role, focused on maximizing customer lifetime value, improving retention rates, growing subscription revenue, expanding loyalty programs, and optimizing profitable existing customer revenue through strategy, experimentation, analytics, automation, customer insights, and team leadership.

Requirements

8+ years in Retention, CRM, Lifecycle Marketing, or Growth Marketing
Experience scaling a DTC consumer brand beyond $100M in annual revenue
Deep expertise with Shopify, Klaviyo, Recharge, Attentive (or Postscript), loyalty platforms, GA4, Triple Whale, Looker/Tableau, and modern BI tools
Strong analytical capabilities with experience in cohort analysis, LTV modeling, customer segmentation, and experimentation
Experience leading high-performing teams, agencies, and cross-functional initiatives
Comfortable operating in a fast-paced, high-growth environment with executive-level accountability

Responsibilities

Own the long-term value of the customer base by improving Customer Lifetime Value (LTV), revenue per customer, existing customer revenue, customer profitability, LTV by acquisition source, LTV by first purchased product, LTV by bundle, and LTV by customer cohort. Develop initiatives for sustainable long-term customer value.
Own the health of the customer base by improving Repeat Purchase Rate, Purchase Frequency, Customer Retention Rate, First-to-Second Purchase Rate, Second-to-Third Purchase Rate, Days Between Purchases, Time to Second Purchase, Existing Customer Revenue Growth, and Customer Churn. Develop strategies to enhance customer relationships over time.
Own lifecycle strategy across all customer touchpoints including Email, SMS, Push Notifications, In-App Messaging, Post-Purchase, Customer Onboarding, Replenishment, Win-Back, Cross-Sell, Upsell, and VIP Journeys. Ensure every communication has a measurable business objective.
Own the long-term growth of subscriptions across Shopify, TikTok Shop, and Amazon, focusing on Subscription Revenue, Subscriber Growth, Subscriber Retention, Subscriber Churn, Subscriber LTV, Offer Optimization, and Subscription Journey Optimization.
Own the long-term success of Bask & Lather’s loyalty program, including Membership Growth, Member Engagement, Redemption Strategy, VIP Segmentation, Loyalty Revenue, and Loyalty Member Lifetime Value.
Build the company’s customer intelligence function, developing reporting on highest LTV products, bundles, acquisition channels, customer segments, customer survey insights, product review trends, Voice of Customer analysis, NPS trends, and customer feedback loops. Translate customer insights into business strategy.
Build a culture of continuous testing for offers, bundles, pricing, customer journeys, product recommendations, segmentation, loyalty incentives, subscription programs, win-back strategies, replenishment timing, and landing pages. Measure every initiative against incremental business impact.
Own executive reporting on customer base health, behavioral changes, churn points, LTV drivers, acquisition channel quality, lifecycle initiative ROI, leadership risks, and prioritization opportunities. Present monthly executive retention business reviews.
Leverage AI and automation to improve customer segmentation, personalization, reporting, journey optimization, experimentation, internal workflows, and lifecycle efficiency. Continuously identify technological improvements for customer experience and team productivity.
Lead and develop Bask & Lather’s Retention organization, including internal team leadership, agency management, vendor relationships, SOP development, documentation, reporting infrastructure, and cross-functional collaboration with Growth, Brand, Creative, E-commerce, Finance, Operations, and Customer Experience.