Director of Retention Marketing

POSITION:
Director of Retention Marketing

COMPANY:
The Health Institute

REPORTING TO: VP of Growth

STATUS:
Full-Time Employee

The Health Institute is seeking a Director of Retention Marketing to own the strategy and execution of our customer lifecycle, with accountability for retention revenue, customer lifetime value (LTV), subscription retention, and the performance of our owned marketing channels.

This is a highly commercial leadership role at the intersection of marketing, analytics, customer experience, and revenue growth. You will own strategies across Email, SMS, Direct Mail, lifecycle marketing, subscriptions, segmentation, reactivation, and customer engagement.

You will also play a critical role in supporting our Sales organization and practitioners by ensuring leads and customers receive the right communication at the right time throughout the customer journey.

The ideal candidate combines commercial instincts, analytical rigor, customer empathy, strategic thinking, and exceptional execution. You should be comfortable owning meaningful revenue, managing a high-performing team, and moving quickly in a fast-paced, entrepreneurial environment.

• Own the company's retention marketing strategy and customer lifetime value.
• Drive revenue through Email, SMS, Direct Mail, lifecycle marketing, subscriptions, repeat purchases, cross-sells, upsells, and reactivation.
• Establish and manage retention revenue goals and forecasts.
• Identify opportunities to increase retention, LTV, and profitable customer growth.
• Understand the relationship between CAC, retention, LTV, and overall marketing economics.
• Partner with Growth and Finance to establish LTV targets and measure performance.

• Own strategy, performance, and execution across Email, SMS, and Direct Mail.
• Develop channel strategies aligned to revenue and customer engagement goals.
• Lead promotional, educational, lifecycle, transactional, and behavioral communications.
• Develop sophisticated segmentation based on customer behavior, lifecycle stage, purchase history, engagement, interests, and program participation.
• Build personalized customer journeys rather than relying on one-size-fits-all communication.
• Own testing across messaging, offers, segmentation, frequency, timing, creative, CTAs, personalization, and customer journeys.
• Protect deliverability, engagement, and long-term list health.

• Own the lifecycle architecture across Email and SMS.
• Build and continuously optimize automated customer journeys.
• Develop lifecycle strategies across:
• Welcome
• Consideration
• Conversion
• Onboarding
• Post-purchase
• Subscription
• Engagement
• Cross-sell / Upsell
• Renewal
• Churn prevention
• Win-back
• Reactivation
• Identify gaps and friction throughout the customer journey.
• Develop behavior-based triggers and automated experiences that improve conversion, retention, and customer experience.

• Own lifecycle communication for subscription and recurring-revenue programs.
• Develop strategies to improve subscriber engagement, retention, renewal, and LTV.
• Identify leading indicators of churn and develop interventions for at-risk customers.
• Build journeys around onboarding, engagement, milestones, renewals, failed payments, cancellation intent, and win-back.
• Analyze why customers cancel and translate those insights into retention strategies.
• Partner with Product and Operations when churn is driven by customer experience or operational issues.
• Develop and test save strategies, offers, education, and messaging designed to reduce preventable churn.
• Own lifecycle communication supporting the sales pipeline.
• Partner with Sales leadership to identify where leads stall or drop throughout the funnel.
• Develop…