About the job
Role Overview
We are seeking a Director of Retention who embodies an entrepreneurial mindset and possesses strong building capabilities. This pivotal leadership position is tasked with enhancing revenue generation and maximizing customer lifetime value, extending beyond mere channel management.
You will be responsible for the complete retention ecosystem, including email, SMS, loyalty programs, onsite experiences, and lifecycle strategies, with an unwavering focus on profitability, understanding cohort behaviors, and fostering long-term customer relationships. The ideal candidate will be both strategically minded and hands-on, adept at setting targets and forecasts while also being skilled at building flows, analyzing cohorts, and diagnosing performance.
Key Responsibilities
Revenue & Retention Strategy
- Take ownership of retention revenue, customer lifetime value (LTV), and contribution margin, linking lifecycle initiatives to increased profits.
- Establish retention targets, project performance, and manage trade-offs across promotions, pacing, and discount strategies.
- Create and implement a comprehensive lifecycle strategy that encompasses email marketing, SMS, loyalty initiatives, and personalized onsite experiences.
- Utilize Customer Data Platform (CDP) capabilities to develop sophisticated segmentation strategies that enhance profitable LTV growth.
Lifecycle & Experimentation
- Direct lifecycle marketing efforts across flows, campaigns, segmentation, personalization, and automation.
- Design and manage a structured experimentation roadmap featuring clear hypotheses, controls, and success metrics.
- Analyze cohorts, funnels, and campaign performances to pinpoint behavioral drivers.
- Investigate the reasons behind the success or failure of initiatives, converting insights into scalable and repeatable optimizations.
- Shift the team’s focus from isolated wins to a systematic testing and learning framework.
Customer & Merchandising Insight
- Collaborate closely with Merchandising and Product teams to ensure lifecycle strategies align with product priorities.
- Cultivate a deep understanding of customer behavior from initial purchase through to repeat purchases, replenishment, and loyalty.
- Develop strategies for cross-selling, replenishment, and customer education that foster habit formation and lessen dependence on promotions.
- Leverage strong product intuition to optimize timing and lifecycle triggers (e.g., determining the ideal time to promote bras versus shapewear, sequencing categories, and adapting to post-purchase behavior shifts).
Leadership & Execution
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