● Own and optimize retention strategy across the customer lifecycle, with a focus on repeat purchase rate and subscriber lifetime value.
● Analyze cohort behavior and performance, identifying trends, drop-off points, and opportunities to improve retention.
● Develop and execute strategies for both evergreen retention and key promotional cohorts (e.g., BFCM, product launches, seasonal campaigns).
● Lead initiatives to improve subscription retention, including churn reduction, cancellation prevention, and customer reactivation.
● Partner with email/SMS agency to develop and optimize lifecycle flows, including post-purchase, replenishment, winback, and engagement campaigns.
● Collaborate with Product and E-Commerce teams to enhance the subscriber experience, including portal features, UX improvements, and retention-focused functionality.
● Concept and execute programs that drive engagement and loyalty (e.g., sampling, surprise & delight, VIP experiences, cross-sell initiatives).
● Work closely with Growth and Analytics to define testing roadmaps and measure performance across retention initiatives.
● Continuously test and iterate on offers, messaging, and experiences to improve retention outcomes.
● Report on retention performance, clearly communicating insights, learnings, and opportunities to the broader team.
Required Skills & Experience
● Experience in retention, lifecycle marketing, within an e-commerce or DTC environment.
● Strong understanding of subscription-based business models and retention levers.
● Proven ability to analyze cohort data and translate insights into actionable strategies.
● Experience working with email/SMS platforms and managing lifecycle campaigns (directly or via agency).
● Strong project management skills with the ability to execute across multiple initiatives.
● Data-driven mindset with a focus on testing and optimization.
● Excellent communication and cross-functional collaboration skills.
Preferred Skills & Experience
● Experience with subscription platforms (e.g., Recharge).
● Familiarity with analytics tools (e.g., Shopify analytics, GA4, or similar).
● Experience developing or managing loyalty or rewards programs.
● Exposure to A/B testing and experimentation frameworks.
● Experience working closely with Product or UX teams on retention-focused features.
