Senior Director of Retention and Lifecycle Marketing

Job Title: Senior Director of Retention and Lifecycle Marketing
Reports To: Head of Growth
Location: Remote
Base Salary Range: $180,000–$200,000 annually, based on experience

About Bask & Lather

Bask & Lather is a rapidly growing, founder-led haircare brand serving customers across Shopify, Amazon, TikTok Shop, Walmart, and retail partners. As we scale, building stronger customer relationships and profitable repeat purchase is a growth priority.

The Role

We’re looking for a hands-on retention leader to grow customer lifetime value and profitable existing-customer revenue. You will own DTC lifecycle strategy and execution across email, SMS, app messaging, post-purchase journeys, replenishment, win-back, subscriptions, and loyalty.

You will combine commercial judgment, customer insight, experimentation, and team leadership to turn retention into a repeatable growth engine. This role sets the roadmap, leads internal contributors and agency partners, and stays close enough to the platforms and data to diagnose problems, audit execution, and implement or troubleshoot priority improvements directly when needed.

What You’ll Own

Profitable Repeat Purchase & Customer Value

• Build a prioritized retention roadmap that improves first-to-second purchase, repeat purchase, purchase frequency, and customer value.
• Identify opportunities by acquisition cohort, first product purchased, customer needs, and replenishment behavior.
• Balance revenue growth with contribution, discount discipline, customer experience, and long-term engagement.

Lifecycle Strategy & Execution

• Own the DTC lifecycle calendar, segmentation, automated journeys, and testing roadmap across email, SMS, push, direct mail and app messaging.
• Improve onboarding, product education, replenishment, cross-sell, win-back, and VIP experiences with relevant messaging and offers.
• Set clear briefs and quality standards, audit campaign and flow execution, and maintain consent, deliverability, and list-health practices with channel owners and partners.

Subscriptions & Loyalty

• Lead DTC subscription and loyalty strategy, including onboarding, engagement, replenishment, churn reduction, and program economics.
• Prioritize participation and incentives that improve customer value and incremental profit.
• Partner with marketplace and TikTok Shop owners on repeat purchase and subscription opportunities where programs, customer access, and platform capabilities support them.

Customer Insights, Testing & Reporting

• Use cohort analysis, customer feedback, and purchase behavior to identify and prioritize opportunities.
• Build a focused scorecard with consistent definitions and a clear view of customer health, program performance, and risks.
• Measure incremental impact through appropriate testing, distinguishing channel-attributed revenue from additional revenue or contribution generated.
• Present monthly business reviews with findings, recommendations, owners, and next steps.

Team, Agency & Cross-Functional Leadership

• Lead and develop retention contributors, manage agencies and vendors, and establish clear accountability for delivery and results.
• Partner with Growth, Brand, Creative, E-Commerce, Finance, Operations, and Customer Experience on the factors affecting repeat purchase.
• Evaluate resource and technology needs, recommend improvements, and use automation to improve personalization, execution, and reporting.

Scope & Execution Support

• DTC lifecycle performance is the primary accountability. Marketplace and retail retention initiatives are coordinated with the relevant channel owners and measured using available data.
• Lead execution through the existing internal and agency setup while retaining hands-on platform fluency. Assess team capacity, analytical support, and agency responsibilities early, and recommend the resources required to deliver the approved roadmap.
• Partner with Finance and analytics support on metric definitions and data quality; own the retention questions, interpretation, priorities, and business actions.

What You Bring

• 8+ years of relevant retention, CRM, lifecycle, or growth marketing experience, with evidence of increasing ownership and leadership.
• A record of improving repeat purchase, customer value, or profitable retention revenue at a consumer business with meaningful customer volume and operational complexity.
• Experience at a $100M+ DTC brand is preferred. Comparable complexity and measurable results at other scales will be considered.
• Strong Shopify knowledge and deep expertise in Klaviyo or an equivalent lifecycle platform, including segmentation, journeys, testing, and campaign operations.
• Working fluency with SMS, subscription or loyalty platforms, and customer analytics. Equivalent tools are welcome; mastery of every named vendor is not required.
• Strong cohort analysis, commercial judgment, and the ability to explain what changed, why it changed, and what action to take.
• Experience leading teams or agency partners and influencing cross-functional decisions.
• Subscription and loyalty experience are valuable. Deep experience in one, with strong lifecycle fundamentals and a credible approach to the other, will be considered.
• Experience in beauty, haircare, wellness, or replenishable consumer products is a plus.

What Success Looks Like

• A clear retention strategy, prioritized roadmap, and reliable operating cadence.
• Relevant, well-executed lifecycle journeys and a disciplined testing program.
• Improvement against agreed, baseline-informed targets for repeat purchase, existing-customer contribution, and customer value.
• Subscription and loyalty programs managed for engagement, retention, and economic value.
• Leadership visibility into customer health, risks, resource needs, and recommended actions.

Equal Opportunity Employer

Bask & Lather Co. is proud to be an Equal Opportunity Employer. We comply with all applicable federal, state, and local employment laws and are committed to providing a workplace free from discrimination and harassment.

Employment decisions are made without regard to race, color, religion, sex (including pregnancy, childbirth, or related conditions), sexual orientation, gender identity or expression, national origin, age, disability, veteran status, or any other characteristic protected by law.

We provide reasonable accommodations for qualified applicants with disabilities and for sincerely held religious beliefs.