Head of Lifecycle Marketing
Booksy
Vice President, Retention
BRUNT Workwear
full-time
Posted on:
Origin: • 🇺🇸 United States • Massachusetts
Visit company websiteJob Level
Lead
About the role
- Report to the Senior Vice President of Growth and lead the strategy, programs, and cross-functional execution that keeps customers coming back
- Scale retention channels to increase customer LTV and repeat behavior and strengthen loyalty through CRM, lifecycle marketing, post-purchase experiences, and subscriptions
- Build a best-in-class retention engine across email, SMS, loyalty, referral, repeat purchase journeys, winbacks, subscriptions, post-purchase, and transactional experiences
- Define KPIs and own measurement and modeling for metrics such as LTV, repeat rate, churn, engagement, and CLV to CAC ratio
- Partner with Growth, Creative, Digital Product, Product, and CX to design and launch on-brand, performance-optimized campaigns and programs
- Work with CX and fulfillment teams to transform post-purchase and customer service moments into retention opportunities
- Integrate insights from frontline crew, customer service reps, consumer insights, community team, and retail partners to improve touchpoints
- Oversee CRM tools (e.g. Klaviyo, PostScript) and customer data segmentation to personalize experiences across the user journey
- Develop an experimentation and A/B testing roadmap to optimize email/SMS campaign/flow performance and lifecycle touchpoints
- Identify, evaluate, and implement new technologies and platforms including loyalty program evolution and subscription mechanics
Requirements
- 10+ years of experience in lifecycle marketing, CRM, or customer retention, with at least 3 years in a senior leadership role
- Deep experience with DTC/eCommerce brands, ideally in consumer goods, footwear, or apparel
- Proven success building and scaling retention programs from the ground up
- Proven history driving measurable cohort-level LTV growth in a DTC business
- Analytical rigor, comfortable using data to influence strategy and guide experimentation
- Financial/business acumen - understanding of how to connect key retention metrics to financial models and forecasts
- Hands-on experience with Klaviyo, Postscript, Shopify, Rivo, and other martech tools
- Excellent leadership, communication, and cross-functional influencing skills
- Passion for hardworking people and building something real
