Retention Marketing Director

About G.O.A.T. Foods

G.O.A.T. Foods is the parent company behind Licorice.com, Pretzels.com, Chocolate.com, Caramels.com, and Cashews.com — a portfolio of direct-to-consumer snack brands built on quality, personality, and repeat customers who genuinely love the products. As the business scales its DTC footprint across these brands, retention is a top strategic priority: we want every customer's second, fifth, and fiftieth order to feel as good as their first.

About the Role

G.O.A.T. Foods is looking for a Director of Retention to lead one of the most critical functions across our portfolio of DTC brands. This is a role responsible for the health and growth of our customer base — owning loyalty and lifecycle marketing as integrated levers to drive retention, LTV, and long-term revenue.

We're looking for a strategic, analytically-driven leader who thinks in frameworks, is deeply comfortable with data, and can operate at both the strategic and executional level — building the segmentation, automation, and testing infrastructure that turns first-time buyers into loyal, repeat customers.

This role is based in West Palm Beach, FL, working 4 days per week in our office and 1 day remote.

What You'll Do

Retention Strategy

• Own the retention strategy across G.O.A.T. Foods' portfolio of DTC brands — defining how loyalty and lifecycle marketing work together to maximize retention and LTV
• Set annual retention targets, track performance against plan, and provide regular updates to leadership
• Serve as a strategic thought partner to leadership — synthesizing performance data, customer insights, and market trends into clear recommendations and business cases

Loyalty

• Lead the strategy and roadmap for loyalty programs — defining the experience and value proposition in partnership with Digital Product and Growth
• Operationalize loyalty across the lifecycle: tier-triggered journeys, points-expiry flows, VIP moments, and win-back offers tied to loyalty value
• Measure incremental lift from loyalty programs vs. non-members (repeat rate, frequency, AOV, LTV, redemption, cost per retained customer), and run structured tests on benefits and offers

Lifecycle Marketing & Automation

• Set strategic direction and prioritize the roadmap for lifecycle marketing across email, SMS, and direct mail
• Own end-to-end lifecycle programs: welcome/activation, browse/cart/checkout abandonment, post-purchase, cross-sell, replenishment, VIP, and win-back
• Define customer-state logic (new / active / lapsing / lapsed / VIP) and trigger frameworks, plus channel governance — cadence, frequency caps, suppression logic — to protect brand experience and deliverability
• Build and maintain segmentation models (RFM, cohorts, category/flavor affinity, discount dependency, predicted LTV) and deploy personalization across email, SMS, and on-site

Analytics, Experimentation & Reporting

• Own the retention KPI framework: repeat purchase rate, retention rate, time-to-second-purchase, incremental revenue, contribution margin impact, and LTV lift
• Build and run an experimentation roadmap (A/B tests and holdouts where feasible) and operationalize what's learned
• Produce decision-grade reporting for leadership — what's working, what should scale, and what should stop — with a focus on incremental (not just attributed) impact

Team & Vendor Management

• Build and develop a team across lifecycle and loyalty, fostering a culture of analytical rigor, ownership, and continuous improvement
• Manage key vendor relationships across retention and lifecycle platforms (e.g., Klaviyo, Postpilot) to ensure the business is getting maximum value
• Own deliverability strategy, list hygiene, and consent compliance (including SMS/TCPA), partnering with Data/Engineering on tracking and identity resolution

Success Metrics

• Repeat purchase rate, retention rate, and churn reduction
• Incremental (not just attributed) lifecycle revenue
• LTV and contribution margin lift
• Experiment velocity and adoption of measurable winners
• Team performance and development; vendor/platform ROI

What You'll Bring

• 5+ years of experience in a high-performance environment — DTC e-commerce, consumer brand, tech, or management consulting; prior retention or lifecycle experience strongly preferred
• Strategic thinker and clear communicator who can synthesize ambiguous problems into structured recommendations and present confidently to executive audiences
• Proven people manager who develops strong teams and drives results through others
• Hands-on familiarity with ESP/SMS platforms such as Klaviyo
• Fluent with AI tools (Claude, ChatGPT, or similar) and comfortable integrating them into how you and your team work
• Entrepreneurial and ownership-oriented — you set direction without being told to, and hold yourself and your team accountable to outcomes