About this role
Role Overview
We’re looking for a Director of Retention who thinks like an owner and operates like a builder. This is a high-impact leadership role responsible for driving incremental revenue and customer lifetime value, not just managing channels.
You will own the entire retention ecosystem — email, SMS, loyalty, onsite experiences, and lifecycle strategy — with a relentless focus on profitability, cohort behavior, and long-term customer relationships. This role requires someone who is both highly strategic and deeply hands-on, equally comfortable setting targets and forecasts as they are building flows, pulling cohorts, and diagnosing performance.
What You’ll Own
Revenue & Retention Strategy
Own retention revenue, LTV, and contribution margin, directly tying lifecycle initiatives to incremental profit Set retention targets, forecast performance, and manage tradeoffs across promotions, cadence, and discounting Develop and execute a holistic lifecycle strategy spanning email, SMS, loyalty, and onsite personalization Leverage CDP capabilities to build advanced segmentation strategies that drive profitable LTV growth
Lifecycle & Experimentation
Lead lifecycle marketing across flows, campaigns, segmentation, personalization, and automation Design and own a structured experimentation roadmap with clear hypotheses, controls, and success metrics Analyze cohorts, funnels, and campaign performance to identify behavioral drivers Diagnose why initiatives succeed or fail and translate insights into scalable, repeatable optimizations Move the team away from one-off wins toward a systematic testing and learning engine
Customer & Merchandising Insight
Partner closely with Merchandising and Product to align lifecycle strategy with product priorities Develop a deep understanding of customer behavior from first purchase through repeat, replenishment, and loyalty Build cross-sell, replenishment, and education strategies that create habit formation and reduce reliance on promotions Apply strong product intuition to timing and lifecycle triggers (e.g., when to push bras vs shapewear, category sequencing, post-purchase behavior shifts)
Leadership & Execution
Operate as a hands-on leader who can move seamlessly between strategy and execution Build scalable processes and frameworks for testing, optimization, and performance measurement Collaborate cross-functionally with Growth, Product, Data, and Creative to drive alignment and execution Think like a business owner, balancing customer experience with commercial outcomes
Requirements
RequirementsRevenue Ownership & Business Acumen
Proven experience owning retention or lifecycle revenue, not just managing channels Strong understanding of LTV, cohort behavior, and contribution margin Ability to set targets, forecast retention revenue, and make tradeoffs across promotions, cadence, and discounting Track record of tying email, SMS, loyalty, and onsite experiences directly to incremental profit
Lifecycle Marketing Expertise
Deep, hands-on expertise across email, SMS, loyalty, and onsite lifecycle programs Mastery of flows, campaigns, segmentation, personalization, and automation Experience designing and scaling lifecycle strategies across the full customer journey Ability to build systems and frameworks, not just one-off campaigns
Data, Analytics & Experimentation
Strong analytical skills with hands-on experience in cohort analysis, forecasting, and experimentation Ability to independently pull and analyze data to diagnose performance Experience designing clean experiments with clear hypotheses, controls, and success metrics Proven ability to build and maintain a structured, repeatable testing roadmap
CDP & Segmentation Expertise
Experience working with Customer Data Platforms (CDPs) Advanced segmentation capabilities leveraging behavioral, transactional, and lifecycle data Ability to translate CDP insights into actionable lifecycle strategies that drive LTV growth
Customer & Merchandising Intuition
Strong understanding of product, merchandising, and customer purchase behavior Ability to align lifecycle timing and messaging with product priorities Experience building cross-sell, replenishment, and education strategies to drive habit formation Comfortable reducing reliance on promotions in favor of long-term customer value
Leadership & Operating Mindset
Hands-on operator who can move seamlessly between strategy and execution Experience collaborating cross-functionally with Growth, Product, Data, and Creative teams Builder mindset with a bias toward action and measurable impact Ability to balance customer experience with commercial outcomes
Experience Profile
Background in high-growth eCommerce or DTC environments Working experience with Klaviyo Demonstrated success scaling retention programs as the business grows Comfortable operating in fast-paced, performance-driven teams