Director of Retention & Customer Lifecycle

Director of Retention & Customer Lifecycle

Reports To:

Head of Growth

Location:

Remote

Compensation: $180,000-$200,000

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, Tik Tok 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.

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.

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.

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.

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.

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

Responsible for:

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

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

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.

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.

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…