Head of Customer Retention

Bettervits is a fast-growing US & UK health and wellness brand with ambitions to become a category leader. Built on premium products, strong digital expertise, and a relentless focus on growth, we've developed a substantial DTC customer base with subscriptions at the heart of our business.

We're looking for an experienced Head of Retention to own and scale our customer retention strategy, with a clear focus on increasing customer lifetime value (LTV), subscription retention, repeat purchases, and customer loyalty.

This is a commercially driven leadership role for someone who understands DTC subscription economics and knows how to turn first-time buyers into long-term, high-value customers.

You’ll lead everything from subscription optimization and lifecycle marketing to loyalty and referral programs, building a customer experience that drives repeat revenue and lasting brand loyalty.

• Own the end-to-end customer retention strategy, driving improvements in customer LTV, subscriber retention, repeat purchase rates, churn, and recurring revenue.
• Optimize our Recharge subscription experience, improving cancellation flows, save offers, subscription flexibility, product swaps, bundles, and upsells to increase customer longevity.
• Lead lifecycle email and SMS marketing through Klaviyo, building high-performing onboarding, replenishment, cross-sell, win-back, and customer engagement journeys.
• Develop and scale loyalty, rewards, and referral programs that incentivize repeat purchases, strengthen customer relationships, and turn existing customers into brand advocates.
• Analyze customer behavior, retention cohorts, purchase frequency, and subscription performance to identify opportunities and execute experiments that deliver measurable LTV growth.
• Build and lead the retention function, working closely with growth, creative, customer service, and product teams to continuously improve the customer experience and maximize repeat revenue.

• Proven experience leading CRM, retention, or lifecycle marketing within a high-growth DTC brand, ideally in health, wellness, supplements, or another subscription-led category.
• Strong understanding of DTC subscriptions, customer lifetime value, repeat purchase behavior, and churn reduction
  , with measurable examples of commercial results.
• Deep experience with Recharge or similar subscription platforms, including cancellation journeys, retention offers, subscription optimization, and customer experience.
• Advanced experience with Klaviyo, including lifecycle automation, segmentation, personalization, email and SMS marketing, and customer engagement.
• Experience developing successful loyalty, rewards, referral, or customer advocacy programs that increase repeat purchases and customer value.
• Highly analytical and commercially minded, with an entrepreneurial approach, strong ownership mentality, and the ability to turn customer insights into measurable growth.

• Experience scaling retention for a health, wellness, or consumable subscription brand.
• Experience with Shopify, subscription analytics, and cohort-based LTV reporting.
• Experience launching or scaling loyalty and referral programs.
• Knowledge of subscription pricing, bundling, upselling, and customer win-back strategies.
• Familiarity with UK and US subscription regulations and best practices.
• Experience building and managing CRM or retention teams.

• Competitive compensation package with performance-based incentives.
• Full ownership of one of the most important growth drivers in the business.
• Opportunity to shape the experience of a large and growing subscription customer base.
• Autonomous working style with direct access to founders and decision-makers.
• Fully remote role within a fast-moving, ambitious team.
• Significant growth opportunities as we expand across DTC, marketplaces, and retail.