About the role
Director of Retention & Customer Lifecycle
Reports To: Head of Growth
Location: Remote
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, TikTok 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.
Position Overview
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.
What You’ll Own
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.
Customer Retention
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.
Lifecycle Marketing
Own lifecycle strategy across every customer touchpoint.
Including:
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.
Subscription Business
Own the long-term growth of subscriptions across Shopify, TikTok Shop, and Amazon.
Responsible for:
Subscription Revenue
Subscriber Growth
Subscriber Retention
Subscriber Churn
Subscriber LTV
Offer Optimization
Subscription Journey Optimization
Loyalty Strategy
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
Customer Intelligence
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.
Experimentation
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.
Analytics & Executive Reporting
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 highest quality customers?
Which lifecycle initiatives create the greatest ROI?
What risks should leadership monitor?
What opportunities should we prioritize next?
Present monthly executive retention business reviews.
AI & Automation
Leverage AI and automation to improve:
Customer segmentation
Personalization
Reporting
Journey optimization
Experimentation
Internal workflows
Lifecycle efficiency
Continuously identify ways technology can improve customer experience while increasing team productivity.
Leadership
Lead and develop Bask & Lather’s Retention organization.
Responsible for:
Internal team leadership
Agency management
Vendor relationships
SOP development
Documentation
Reporting infrastructure
Cross-functional collaboration with Growth, Brand, Creative, E-commerce, Finance, Operations, and Customer Experience
Success in the First 12 Months
Success means:
Increase Customer Lifetime Value
Increase Existing Customer Revenue
Improve Repeat Purchase Rate
Increase Purchase Frequency
Improve Customer Retention
Grow Subscription Revenue
Increase Subscription Penetration
Improve Subscriber Retention
Expand Loyalty Program Participation
Build executive reporting infrastructure
Establish Bask & Lather as a best-in-class retention organization
Ideal Background
8+ years in Retention, CRM, Lifecycle Marketing, or Growth Marketing
Experience scaling a DTC consumer brand beyond $100M in annual revenue
Deep expertise with Shopify, Klaviyo, Recharge, Attentive (or Postscript), loyalty platforms, GA4, Triple Whale, Looker/Tableau, and modern BI tools
Strong analytical capabilities with experience in cohort analysis, LTV modeling, customer segmentation, and experimentation
Experience leading high-performing teams, agencies, and cross-functional initiatives
Comfortable operating in a fast-paced, high-growth environment with executive-level accountability
Why This Role Matters
Customer acquisition is only half the equation.
The greatest opportunity for Bask & Lather is increasing the value of every customer relationship over time.
This role will define how millions of customers experience our brand after their first purchase, build systems that drive sustainable long-term growth, and establish retention as one of the company’s most valuable competitive advantages.
Compensation:
$180,000-$200,000
Salary: 180,000-200,000Originally posted on Himalayas