Director of Retention & Lifecycle

Role Overview
We are looking for a strategic, commercially minded Director of Retention & Lifecycle Marketing to lead the brand's customer retention strategy and drive long-term revenue growth.

This person will own the entire customer lifecycle, from first purchase through repeat purchases, subscriptions, loyalty and customer reactivation. They will be responsible for developing the retention strategy while remaining close enough to execution to ensure strategies translate into measurable business results.

The ideal candidate has extensive experience in DTC e-commerce, ideally within beauty, skincare, wellness or consumer brands. They should have a strong understanding of customer behaviour, lifecycle segmentation, email and SMS marketing, loyalty programmes, subscriptions and customer lifetime value.

This is a leadership role for someone who can build and scale retention programmes, manage existing specialists and resources, and identify opportunities to improve customer engagement, repeat purchase rates and overall profitability without constant direction.
Must-Have Skills & Experience
- 7+ years of experience in retention, lifecycle or CRM marketing, with leadership experience.
- Proven experience leading retention strategies for DTC e-commerce brands.
- Strong background in beauty, skincare, wellness or consumer products.
- Advanced knowledge of Klaviyo, including flows, campaigns, segmentation, automation and reporting.
- Experience managing email and SMS marketing strategies.
- Proven ability to increase repeat purchase rates, customer lifetime value (LTV) and customer retention.
- Experience developing subscription and loyalty strategies.
- Strong understanding of customer segmentation, behavioural triggers and lifecycle journeys.
- Commercially minded, with the ability to connect retention initiatives to revenue and profitability.
- Experience managing and developing marketing teams or external specialists.
- Strong analytical skills and the ability to translate customer data into actionable strategies.
- Excellent English communication skills.
Nice-to-Have Skills
- Experience scaling a fast-growing beauty or skincare DTC brand.
- Experience with Recharge or other subscription management platforms.
- Experience building loyalty programmes from scratch.
- Familiarity with Shopify and Shopify Plus.
- Experience with customer data platforms (CDPs) and advanced analytics.
- Experience managing retention budgets and forecasting revenue.
- Experience working with lean teams and high-growth businesses.
Deal-Breakers / Exclusions
- Candidates whose experience is primarily in traditional email marketing without broader lifecycle ownership.
- Candidates without hands-on Klaviyo experience.
- Candidates who have only worked in large corporations with limited ownership of strategy and execution.
- Candidates without measurable retention or revenue growth achievements.
- Candidates without DTC e-commerce experience.
- Candidates who focus exclusively on acquisition rather than post-purchase customer growth.
Required Tools / Tech Stack
- Klaviyo: Advanced email/SMS marketing, automation, segmentation and reporting.
- Shopify / Shopify Plus: E-commerce ecosystem and customer data.
- Recharge: Subscription management (or equivalent).
- Analytics: GA4, Shopify Analytics, Looker or similar.
- Loyalty platforms: LoyaltyLion, Yotpo or similar.
- Customer data: Experience with customer segmentation and lifecycle analytics.
Seniority Level
Director / Head of Retention & Lifecycle Marketing.

We are looking for a senior leader who can own the strategy, manage execution and take accountability for retention performance across the business.

Skills

7+ years of experience in retention, lifecycle or CRM marketing with leadership experience, proven success leading retention strategies for DTC e-commerce brands in beauty, skincare, wellness or consumer products, advanced knowledge of Klaviyo including flows, campaigns, segmentation, automation and reporting, experience managing email and SMS marketing strategies, proven ability to increase repeat purchase rates and customer lifetime value, experience developing subscription and loyalty strategies, strong understanding of customer segmentation and behavioural triggers, commercially minded with ability to connect retention initiatives to revenue and profitability, experience managing and developing marketing teams or external specialists, strong analytical skills and excellent English communication skills.

Experience scaling a fast-growing beauty or skincare DTC brand, experience with Recharge or other subscription management platforms, experience building loyalty programmes from scratch, familiarity with Shopify and Shopify Plus, experience with customer data platforms and advanced analytics, experience managing retention budgets and forecasting revenue, experience working with lean teams and high-growth businesses.

Klaviyo for advanced email and SMS marketing, automation, segmentation and reporting, Shopify or Shopify Plus for e-commerce ecosystem and customer data, Recharge or equivalent for subscription management, GA4, Shopify Analytics, Looker or similar for analytics, and loyalty platforms such as LoyaltyLion or Yotpo.