Director of Retention & Customer Lifecycle

Role Description

Bask & Lather is looking for a Director of Retention & Customer Lifecycle to build one of the best lifecycle marketing organizations in consumer products. This leader will own the long-term value of every customer relationship from first purchase through loyalty and transform retention into one of Bask & Lather’s primary growth engines.

This is a business leadership role, not a traditional CRM position. 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
• Maximizing profitable existing customer revenue

This leader will combine strategy, experimentation, analytics, automation, customer insights, and team leadership to build a world-class retention organization.

Qualifications

• 8+ years in Retention, CRM, Lifecycle Marketing, or Growth Marketing
• Experience scaling a DTC consumer brand beyond $100M 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 with experience in cohort analysis, LTV modeling, customer segmentation, and experimentation
• Experience leading high-performing teams, agencies, and cross-functional initiatives
• Comfortable operating in a fast-paced, high-growth environment with executive-level accountability

Requirements

• Own the long-term value of our customer base by improving:
• Overall Customer Lifetime Value (LTV)
• Revenue per customer
• Existing customer revenue
• Customer profitability
• LTV by acquisition source
• LTV by first purchased product
• LTV by bundle
• LTV by customer cohort
• Own the health of our customer base including:
• Repeat Purchase Rate
• Purchase Frequency
• Customer Retention Rate
• First-to-Second Purchase Rate
• Second-to-Third Purchase Rate
• Days Between Purchases
• Time to Second Purchase
• Existing Customer Revenue Growth
• Customer Churn
• Own lifecycle strategy across every customer touchpoint including:
• Email
• SMS
• Push Notifications
• In-App Messaging
• Post-Purchase
• Customer Onboarding
• Replenishment
• Win-Back
• Cross-Sell
• Upsell
• VIP Journeys
• Own the long-term growth of subscriptions across Shopify, TikTok Shop, and Amazon.
• Own the long-term success of Bask & Lather’s loyalty program including:
• Membership Growth
• Member Engagement
• Redemption Strategy
• VIP Segmentation
• Loyalty Revenue
• Loyalty Member Lifetime Value
• Build the company’s customer intelligence function and develop reporting around:
• Highest LTV products
• Highest LTV bundles
• Highest LTV acquisition channels
• Highest LTV customer segments
• Customer survey insights
• Product review trends
• Voice of Customer analysis
• NPS trends
• Customer feedback loops
• Build a culture of continuous testing across various initiatives.
• Own executive reporting that answers key business questions.
• Leverage AI and automation to improve various aspects of customer experience.
• Lead and develop Bask & Lather’s Retention organization.

Benefits

• Opportunity to define customer experience post-purchase
• Build systems for sustainable long-term growth
• Establish retention as a competitive advantage

Company Description

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.