Senior Director, Client Retention
About The Position
The Sr. Director, Client Retention is accountable for deepening client relationships, maximizing client lifetime value, and driving retention across the network. Leading teams responsible for CRM and email/lifecycle marketing, and the Pet Health Club loyalty program, this role ensures that every existing client receives a consistent, personalized, and value-driven experience that keeps them coming back. This is a newly created role that reflects the organization’s strategic ambition to build world-class retention capability. Reporting to the Chief Customer & Marketing Officer, the Sr. Director, Client Retention provides direct leadership of the Manager, CRM Operations and the Manager, PHC.
Requirements
- 7-10 years of progressive CRM, loyalty, or lifecycle marketing experience, with at least 3 years in a people leadership role.
- Demonstrated success building or scaling a loyalty or membership program in a multi-location consumer environment.
- Deep expertise in CRM platforms, marketing automation, and email/lifecycle program management.
- Experience leading cross-functional teams and influencing across clinic or field networks without direct authority.
- Strong commercial acumen with the ability to connect retention metrics to revenue and lifetime value outcomes.
- Data-driven approach to decision-making; comfortable with segmentation, cohort analysis, and campaign measurement.
- Bachelor’s degree in Marketing, Business, or related field
Nice To Haves
- Veterinary, healthcare, franchise, or subscription business experience an asset.
- MBA an asset.
Responsibilities
- Own the CRM strategy and roadmap, ensuring the right messages reach the right clients at the right time.
- Oversee campaign-based and automated lifecycle communications including reminders, newsletters, and re-engagement programmes.
- Drive high-level segmentation leveraging patient species, visit history, and product/service profiles.
- Ensure CRM platforms (AllyDVM, Vetup) are optimised, and clinic teams are well-supported.
- Provide strategic leadership and direction for the Pet Health Club loyalty program.
- Work with the PHC team to drive membership growth, retention, and renewal rates.
- Partner with Central Operations team to ensure clinic teams are equipped to sell and support the programme.
- Own the PHC P&L contribution targets and report on program performance.
- Define and own the end-to-end client journey from first visit through to loyal, recurring client.
- Identify and close gaps in the lifecycle where client attrition is highest.
- Develop personalized retention strategies by species, visit frequency, and product usage.
- Lead, develop, and inspire the Retention team
- Build a culture of client-centricity, data fluency, and continuous improvement.
- Establish clear goals, performance rhythms, and career development pathways.
- Report weekly on retention performance and PHC metrics to the CCMO.
- Deliver monthly retention scorecards with trend analysis and program recommendations.
- Own the retention portion of the annual marketing planning cycle.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
