Director of Retention & Customer Lifecycle

Company Overview

Bask & Lather is one of the fastest‑growing independent beauty brands in the United States, serving millions of customers across Shopify, Amazon, TikTok Shop, Walmart, and national retail partners. As the company scales nationally and internationally, retention has become a primary growth opportunity.

About the role

This is a business‑leadership position, not a traditional CRM role. The Director of Retention & Customer Lifecycle owns the performance of Bask & Lather’s existing customer base across every touchpoint and channel. Success is measured by increasing customer lifetime value, improving retention, growing subscription revenue, expanding loyalty participation, and maximizing profitable existing‑customer revenue. The role combines strategy, experimentation, analytics, automation, customer insights, and team leadership to build a world‑class retention organization.

Responsibilities

• Customer Lifetime Value: Improve overall LTV, revenue per customer, existing‑customer revenue, profitability, and LTV by acquisition source, product, bundle, and cohort.
• Customer Retention: Drive repeat purchase rate, purchase frequency, retention rate, first‑to‑second and second‑to‑third purchase rates, days between purchases, time to second purchase, existing‑customer revenue growth, and churn reduction.
• Lifecycle Marketing: Own strategy across email, SMS, push notifications, in‑app messaging, post‑purchase, onboarding, replenishment, win‑back, cross‑sell, upsell, and VIP journeys, ensuring each communication has a measurable business objective.
• Subscription Business: Grow subscription revenue, subscriber base, retention, churn, LTV, offer optimization, and subscription journey optimization across Shopify, TikTok Shop, and Amazon.
• Loyalty Strategy: Expand membership growth, member engagement, redemption strategy, VIP segmentation, loyalty revenue, and member LTV.
• Customer Intelligence: Build reporting on highest‑LTV products, bundles, acquisition channels, customer segments, survey insights, product review trends, voice‑of‑customer analysis, NPS trends, and feedback loops.
• Experimentation: Foster a culture of continuous testing on offers, bundles, pricing, journeys, recommendations, segmentation, loyalty incentives, subscription programs, win‑back strategies, replenishment timing, and landing pages.
• Analytics & Executive Reporting: Provide monthly executive reviews answering health of the customer base, behavior changes, churn drivers, high‑value products and channels, ROI of lifecycle initiatives, risks, and opportunities.
• AI & Automation: Leverage AI to improve segmentation, personalization, reporting, journey optimization, experimentation, internal workflows, and lifecycle efficiency.
• Leadership: Lead and develop the Retention organization, manage agencies and vendors, develop SOPs, documentation, reporting infrastructure, and collaborate cross‑functionally with Growth, Brand, Creative, E‑commerce, Finance, Operations, and Customer Experience.

Success in the First 12 Months

• Increase Customer Lifetime Value
• Increase Existing Customer Revenue
• Improve Repeat Purchase Rate and Purchase Frequency
• Boost Customer Retention
• Grow Subscription Revenue and Penetration
• Improve Subscriber Retention
• Expand Loyalty Program Participation
• Build executive reporting infrastructure
• Establish Bask & Lather as a best‑in‑class retention organization

Qualifications

• 8+ years in retention, CRM, lifecycle marketing, or growth marketing.
• Experience scaling a DTC consumer brand beyond $100 M 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: cohort analysis, LTV modeling, customer segmentation, and experimentation.
• Proven track record leading high‑performing teams, agencies, and cross‑functional initiatives.
• Comfortable operating in a fast‑paced, high‑growth environment with executive‑level accountability.

Skills

• Shopify
• Klaviyo
• Recharge
• Attentive or Postscript
• Loyalty platform management
• Google Analytics 4 (GA4)
• Triple Whale
• Looker / Tableau
• Modern business intelligence tools
• Data‑driven experimentation and A/B testing
• AI‑enabled segmentation and personalization

Compensation

$180,000‑$200,000

Location

Remote

Reporting

Reports To: Head of Growth