Director of Retention & Customer Lifecycle

Director of Retention & Customer Lifecycle

Reports To: Head of Growth
Location: Remote

About Bask & Lather

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.

As we continue scaling nationally and internationally, retention has become one of the company’s largest growth opportunities.

We’re 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.

Position Overview

This is not a traditional CRM position.

This is a business leadership role.

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, and 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.

What You’ll Own

Customer Lifetime Value

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

Develop initiatives that create sustainable long-term customer value—not short-term revenue spikes.

Customer Retention

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

Develop strategies that improve customer relationships over time.

Lifecycle Marketing

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

Every lifecycle communication should have a measurable business objective.

Subscription Business

Own the long-term growth of subscriptions across Shopify, TikTok Shop, and Amazon. 

Responsible for:

• Subscription Revenue
• Subscriber Growth
• Subscriber Retention
• Subscriber Churn
• Subscriber LTV
• Offer Optimization
• Subscription Journey Optimization

Loyalty Strategy

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

Customer Intelligence

Build the company’s customer intelligence function.

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

Turn customer insights into business strategy.

Experimentation

Build a culture of continuous testing.

Examples include:

• Offers
• Bundles
• Pricing
• Customer Journeys
• Product Recommendations
• Segmentation
• Loyalty Incentives
• Subscription Programs
• Win-Back Strategies
• Replenishment Timing
• Landing Pages

Every initiative should be measured against incremental business impact.

Analytics & Executive Reporting

Own executive reporting that answers:

• How healthy is our customer base?
• Why are customer behaviors changing?
• Where are customers churning?
• Which products create the highest lifetime value?
• Which acquisition channels create the highest quality customers?
• Which lifecycle initiatives create the greatest ROI?
• What risks should leadership monitor?
• What opportunities should we prioritize next?

Present monthly executive retention business reviews.

AI & Automation

Leverage AI and automation to improve:

• Customer segmentation
• Personalization
• Reporting
• Journey optimization
• Experimentation
• Internal workflows
• Lifecycle efficiency

Continuously identify ways technology can improve customer experience while increasing team productivity.

Leadership

Lead and develop Bask & Lather’s Retention organization.

Responsible for:

• Internal team leadership
• Agency management
• Vendor relationships
• SOP development
• Documentation
• Reporting infrastructure
• Cross-functional collaboration with Growth, Brand, Creative, E-commerce, Finance, Operations, and Customer Experience

Success in the First 12 Months

Success means:

• Increase Customer Lifetime Value
• Increase Existing Customer Revenue
• Improve Repeat Purchase Rate
• Increase Purchase Frequency
• Improve Customer Retention
• Grow Subscription Revenue
• Increase Subscription Penetration
• Improve Subscriber Retention
• Expand Loyalty Program Participation
• Build executive reporting infrastructure
• Establish Bask & Lather as a best-in-class retention organization

Ideal Background

• 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

Why This Role Matters

Customer acquisition is only half the equation.

The greatest opportunity for Bask & Lather is increasing the value of every customer relationship over time.

This role will define how millions of customers experience our brand after their first purchase, build systems that drive sustainable long-term growth, and establish retention as one of the company’s most valuable competitive advantages.

I actually think this version is stronger because it reads like an executive role rather than a giant checklist. It tells candidates, “You own a business,” instead of, “You send emails.” That’s the caliber of person you’re trying to attract.