Director of Retention & Lifecycle

Heart & Soil Supplements•Dripping Springs, TX

4d•Onsite

About The Position

The Director of Retention & Lifecycle owns the end-to-end customer journey post-acquisition, with a focus on conversion rate optimization, lifecycle marketing, subscription growth, and customer lifetime value (LTV). This role is responsible for maximizing the value of every customer by optimizing conversion rate, offer strategy and funnel performance, owned channel performance (email, SMS, community), and subscription performance and retention. The Director of Retention & Lifecycle partners closely with Brand (messaging & creative) and Growth (traffic & acquisition) to ensure a high-performing, cohesive customer journey from first touch through repeat purchase and long-term retention. The Director of Retention reports to the VP of Marketing. This role is based out of our headquarters in Dripping Springs, TX (Austin, TX metro).

Requirements

Highly analytical minded operator who thinks in systems, funnels, and customer behavior.
Strong bias toward action and experimentation, with a track record of improving conversion, retention, and lifetime value through testing and iteration.
Comfortable balancing short-term revenue performance with long-term customer value, and know how to make data-informed decisions without losing sight of the customer experience.
Strong cross-functional partner who can collaborate effectively with Brand and Growth while maintaining clear ownership of your domain.
Own email and SMS as primary lifecycle channels, responsible for driving engagement, repeat purchase, and revenue through campaigns and automated flows. This includes segmentation, personalization, and performance optimization across the full customer journey.
Own the community as a retention and engagement channel, ensuring it drives ongoing interaction, loyalty, and repeat purchase behavior.
Own site-wide and campaign-level conversion performance, including landing pages, product pages, and overall funnel experience.
Own the design and performance of offers across the business, including bundles, promotions, and subscription incentives.
Own the performance of the subscription program, including conversion from first purchase, churn reduction, and winback.
Own key elements of the post-purchase experience that influence retention and repeat purchase behavior, including packaging, inserts, and unboxing moments.

Nice To Haves

Partner with Brand to ensure messaging and creative consistency, while owning how those messages are structured and deployed to maximize performance.
Collaborate with Brand on voice and content, while ensuring the community contributes meaningfully to retention and LTV.
Partner with Growth to align on traffic intent and with Brand to maintain messaging integrity while optimizing for conversion.
Collaborate with Brand to ensure offers align with positioning and with Growth to ensure they scale efficiently across paid channels.
Partner with Brand and CX to ensure these experiences reflect the brand while delivering business impact.

Responsibilities

Channel Ownership & Execution: You are responsible for the strategy and performance of all lifecycle channels, including email, SMS, and community. This includes optimizing lifecycle flows, managing campaign calendars, and continuously improving performance through testing and iteration. You ensure these channels are significant drivers of revenue, engagement, and retention.
Team Leadership & Management: You are responsible for building, leading, and developing the retention and lifecycle team, including full-time employees, contractors, and agency partners. This includes setting clear priorities, creating accountability, and ensuring the team operates efficiently and at a high standard. You are expected to identify talent gaps and scale the team appropriately as the business grows.
KPIs & Reporting: You own key retention and lifecycle KPIs, including conversion rate, repeat purchase rate, subscription performance, and customer lifetime value. You are responsible for tracking, analyzing, and reporting on performance, as well as identifying opportunities for improvement. You bring clear insights and recommendations to leadership, grounded in data and business impact.
Cross-Functional Collaboration: You work closely with the Director of Brand Marketing to ensure messaging, creative, and customer experience are consistent across all lifecycle touchpoints. You partner with the Director of Growth to ensure traffic is effectively converted through high-performing funnels and aligned offers. You play a critical role in campaign execution by translating brand concepts into optimized conversion experiences and ensuring alignment across the full customer journey.