Director, CRM & Retention | Dermstore

We are THG, a global ecommerce group on a mission to be the global online leader in beauty and sports nutrition.

Our portfolio of leading retailers and brands such as LOOKFANTASTIC, Myprotein, ESPA, Perricone MD, and Cult Beauty form our two core businesses: THG Beauty and THG Nutrition.

From Manchester to New York, we’re powered by a team of over 2500 people who work together, lead by example, and think BIG.

With us, you’ll go further, faster. What are you waiting for?

Life at THG Beauty

We know that beauty isn’t one‑size‑fits‑all. Our portfolio of leading retailers and iconic beauty brands caters to everyone, everywhere, empowering customers all over the world to look and feel fantastic.

By combining our portfolio of owned brands with a marketplace for over 1,300 third‑party beauty brands through online retail sites LOOKFANTASTIC, Cult Beauty, and Dermstore, THG Beauty's ambition is to be the global digital partner of choice across the beauty industry, supporting the channel shift to online.

THG Beauty’s breadth of relationships is unique to the beauty market; it engages with brands as a retailer, a brand owner, and a product developer and manufacturer, making it the industry’s digital strategic leader.

Why be a Director, CRM & Retention at THG Beauty?

Dermstore is the premier destination for professional‑grade skincare and clinical beauty, curated by experts and trusted by enthusiasts. Since its founding by a dermatologist, Dermstore has been a pioneer in the digital beauty space, offering a highly curated selection of the world’s most efficacious brands across skincare, hair care, and cosmetics. As a leader in prestige beauty e‑commerce, we bridge the gap between clinical expertise and a premium shopping experience.

As the Director of CRM &Lifecycle Marketing, you will be the architect of our customer journey, owning the end‑to‑end strategy across email, SMS/MMS/RCS, app push, web push, and direct mail. Your mission is to transition our CRM function from a channel‑focused team into a centralized hub for customer intelligence and personalized experience. By taking ownership of our first‑party data strategy, loyalty programs, and subscription models, you will ensure that every customer touchpoint, across owned and paid channels, is cohesive, data-driven, and optimized for long‑term retention.

You will lead, mentor, and grow a talented team, providing the hands‑on guidance necessary to elevate their technical execution while fostering a culture of continuous learning.

As Director, CRM & Retention , you’ll:

• Own the global CRM and lifecycle marketing strategy, including customer segmentation, retention roadmaps, and lifecycle architecture.
• Build a cohort analytics framework - retention curves, repeat‑purchase rate, inter‑purchase interval, and spend‑by‑customer - and translate it into lifecycle interventions targeted by cohort and lifecycle stage across activation, engagement, retention, and win back.
• Define the role of loyalty programs and "Subscribe & Save" initiatives within the portfolio, aligning them with commercial objectives and long‑term customer value (LTV).
• Quantify the retention differential between our various retention program participants and non‑participants and use it to prioritize where lifecycle investment compounds CLV.
• Own the customer database, DMP/CDP strategy, and identity resolution, ensuring a unified view of the consumer to minimize channel fatigue and maximize the impact of every touchpoint.
• Partner with Performance Marketing, Paid Social, and Search teams to synchronize audience targeting, ensuring first‑party data informs broader acquisition and retargeting efforts.
• Identify opportunities to strengthen the user experience through improved content, behavioral triggers, and seamless cross‑channel integration.

Omnichannel Execution & Technical Infrastructure

• Lead the strategic development of CRM messaging across email, SMS/MMS/RCS, app push notifications, web push, and direct mail.
• Drive the maturity of our mobile app channel, focusing on deep linking, personalized in‑app experiences, and push notification strategies.
• Stand up and optimize the lifecycle suite: welcome, browse/cart abandonment, post‑purchase, replenishment, win‑back/re‑engagement, birthday, and loyalty journeys across all channels.
• Activation utilizing partner tools to build predictive segmentation, AI channel affinity, AI recurring automated campaigns (RAC), send‑time optimization, and product recommendations — to personalize at scale.
• Oversee the technical CRM ecosystem, including API integrations and data privacy compliance, ensuring all systems are robust, scalable, and future‑proofed against the evolving privacy landscape.
• Manage the roadmap for our ESP/CRM platform (Listrak), ensuring technical execution aligns with broader brand and commercial requirements, including deliverability, list health, and data integrity.

Cross‑Functional Leadership & Team Development

• Act as the key CRM integrator across E‑commerce/Trade, Buying, Creative, Performance, Data, Brand, and Product teams.
• Coordinate the acquisition‑to‑retention handoff with paid channels, optimizing first‑purchase customers to enter the right journeys and utilizing paid spend to reactivate unreached customers.
• Lead, mentor, and provide daily hands‑on guidance to the CRM Manager, Senior Associate, and broader team, fostering a culture of teaching, technical growth, and proactive collaboration.
• Translate complex data and technical requirements into actionable marketing plans that balance brand‑building, engagement, and commercial performance.
• Bring forward clear recommendations, risks, and opportunities to leadership to improve decision‑making and cross‑functional execution.

Performance & Measurement

• Define KPIs and reporting frameworks across CRM channel performance, loyalty health, subscription growth, and audience conversion.
• Own retention reporting, weekly vs. target and YoY, across the KPI set: retention rate, repeat‑purchase rate, CVR, AOV, opt‑in/opt‑out, CLV, CLV/CAC, and Email+SMS revenue share; recommend in‑month pivots to deliver improvement.
• Own CRM‑level incrementality design, holdout and control‑cell methodology, so retention spend is provably incremental rather than credited for purchases that would have happened anyway.
• Partner with the MMM/measurement function to triangulate lifecycle results and feed retention read‑outs into the mix model.
• Use performance insights, CRM analytics, and market context to refine strategy and improve marketing effectiveness over time.
• Oversee relevant CRM budgets and platform investments, ensuring efficiency and high‑impact resource allocation.

Key Performance Indicators

• Customer Lifetime Value (LTV): Growth in subscription retention, repeat‑purchase rates, and loyalty program engagement.
• Campaign Performance: Success of lifecycle journeys, trigger‑based messaging, and cross‑channel conversion across email, SMS, app, and direct mail.
• Data Strategy & Incrementality: Strength of first‑party data utilization, identity resolution, effectiveness of audience synchronization with paid media, and proven incrementality via holdout testing.
• Technical Excellence: Reliability of API integrations, successful ESP (Listrak) migration/implementation, data health, and successful deployment of new app‑based experiences.
• Team Development: Growth, technical proficiency, and engagement of direct reports.

What skills and experience do I need for this role?

• 7-10+ years of relevant CRM, lifecycle, or retention marketing experience, ideally within high‑growth D2C, retail, beauty, or CPG environment, including people management; part of it setting strategy, not only executing campaigns.
• Deep Technical Fluency: Expertise in data privacy, identity resolution, API integrations, and the technical architecture of enterprise CRM/ESP platforms (Listrak preferred; Klaviyo, Attentive, Braze, Iterable, or Salesforce Marketing Cloud comparable), including migration/implementation experience.
• Lifecycle Expertise: Proven success managing loyalty programs and recurring subscription (sub‑and‑save) models, with demonstrated cohort analysis and incrementality/holdout testing.
• Leadership & Mentorship: Strong management background with a "lead by example" approach; highly skilled at teaching and developing junior staff.
• Analytical Mindset: Commercially minded with a strong analytical toolkit — advanced Excel (formulas, pivots, charts), BI/SQL a plus, and a deep understanding of customer data, user behavior, and performance metrics.
• Strategic Communication: Ability to translate complex technical concepts into clear, actionable business strategies for non‑technical stakeholders.
• Agility: Ability to operate with speed, clarity, and judgment in a fast‑paced, evolving, and highly analytical environment.

What’s in it for me?

• Hybrid Work Model - NYC, 3 days office/2 days home
• 401K matched up to 5%
• Generous PTO (Paid Time Off)
• Short and long‑term disability
• Exclusive employee discounts off THG Brands

THG is proud to be a Disability Confident Committed employer. If you are invited to interview, please let us know if there are any reasonable adjustments we can make to the recruitment process that will enable you to perform to the best of your ability.

THG is committed to creating a diverse & inclusive environment and hence welcomes applications from all sections of the community.

Because of the high volumes of applications our opportunities attract, it sometimes takes us time to review and consider them all. We endeavour to respond to every application we receive within 14 days. If you haven't heard from us within that time frame or should you have any specific questions about this or other applications for positions at THG please contact one of our Talent team to discuss further.