Retention Manager, Curlsmith

Our Beauty & Wellness division empowers consumers with trusted products that support self-care, from salon-quality styling tools to wellness devices like humidifiers and air purifiers. Our innovative products and solutions promote healthy living, elevating the lives of consumers every day. This business unit includes Braun, PUR, Honeywell, Vicks, Hot Tools, Drybar, Curlsmith, and Revlon brands, and this role may support one or more of these brands.

Look around your home, and you'll find us everywhere, in your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent!

Position: Retention Manager, Curlsmith

Department: Sales for Beauty

Work Location: Boston, MA:
Hybrid (3 days onsite per week)

Hybrid

Schedule:

At Helen of Troy, we embrace a flexible hybrid work model designed to support collaboration and productivity. For roles eligible for hybrid work, our standard schedule includes in-office collaboration from Tuesday through Thursday, with the option to work remotely on Mondays and Fridays. Any updates to this model will be communicated in advance. Please note that hybrid eligibility and schedules may vary based on business needs and manager expectations.

What you will be doing:

Creative & analytical with strong consumer insight and meticulous attention to detail as well as a test and mentality to learn, this role manages the key channels which communicate directly with Curlsmith’s consumers. Acting as a strategic driver of engagement and retention, the role has a strong dotted-line relationship with Organic Social, another critical direct communication channel.

Focused on building 1st party data and audience engagement, drive frequency and value of repeat purchases. Working closely with DTC eCommerce team, broader marketing team, product reviews and customer service to build customer LTV.

• Own the customer retention strategy, leading on the reporting and optimization of relevant KPIs to drive customer lifetime value and reduce churn.
• Build a thorough understanding of our customer base that enables improved segmentation, audience targeting and personalization across all available channels.
• Own the delivery of a testing and optimization roadmap working with stakeholders and external (agency) resources to continuously improve our customer touchpoints.
• Cross-Functional collaboration. Partner with Marketing, Customer Service, Sales and Product teams to communicate, scale, and make the most of automation opportunities, ensuring winning strategies are efficiently deployed and maintained.
• Objective setting and execution driving product & service reviews, product Q&A and NPS.
• Agency management – maximize ROI from investments in tools and services through effective agency management and performance oversight.

• We already have a loyalty program and subscription scheme in place, and you will play a role in reviewing and optimizing it to maximize engagement and retention.
• Develop and manage our email campaigns and automations overseeing all campaign development and content.
• Work with internal and external creative resources. We have limited copywriting capabilities so strong written communication skills are required.
• Working with the DTC team, ensure we meet commercial and engagement objectives from this key sales-driving channel.

• Create and implement annual strategies to accelerate growth and exceed goals for loyalty and subscription base targets.
• Going…