Director of Retention Marketing

CALPAK

Director of Retention Marketing owning lifecycle, CRM, loyalty, and referral strategy for CALPAK, a Los Angeles-based travel lifestyle brand. Leading retention teams and data-driven programs to increase repeat purchases, customer lifetime value, and long-term engagement.

Posted 8/7/2026full-timeGardena • California • 🇺🇸 United StatesLeadWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in retention and CRM marketing, with a strong focus on lifecycle automation, audience segmentation, and data-driven decision making. Proven ability to lead and develop high-performance teams while managing cross-channel strategies and partnerships.

Highest-signal resume keywords

Retention MarketingLifecycle AutomationAudience SegmentationTeam ManagementDTC E-Commerce Experience

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

CRM StrategyEmail MarketingSMS MarketingLoyalty Program StrategyData-Driven Decision MakingAnalytics ProficiencyRetention KPIsSegmentation FrameworksPersonalization FrameworksForecasting Lifecycle Revenue

Soft Skills

LeadershipTeam DevelopmentStrategic ThinkingCollaborationHigh-Performance Culture

Tools & Technologies

KlaviyoAttentiveAnalytics ToolsRetention Technology Stack

Industry Keywords

Consumer ProductLifestyle BrandDTCE-CommerceCustomer Behavior

About the role

Key responsibilities & impact

Set strategic direction for lifecycle and CRM programs across email, SMS, loyalty, reviews, direct mail, and other owned channels
Develop an annual retention roadmap translating business goals into quarterly initiatives and measurable success metrics
Define the strategic vision for promotions and product launches across owned channels
Prioritize CRM flows and campaigns across the customer lifecycle through testing, sequencing, and segmentation
Build brand advocacy through evergreen lifecycle content
Own loyalty, referral, and reviews program strategies
Serve as the subject matter expert on retention and customer behavior
Define segmentation and personalization frameworks
Build systems around customer personas and tailored cross-channel messaging
Forecast lifecycle revenue and model future outcomes
Own retention KPIs including LTV, RPR, and retention’s share of revenue
Partner with Acquisition, Brand, Ecommerce, and Creative teams
Bring customer data and lifecycle insights into creative briefings
Evaluate and evolve the retention technology stack
Build, develop, and retain a best-in-class retention team
Foster a high-performance, data-backed team culture
Manage agency and technology partners

Requirements

What you’ll need

7+ years in retention, lifecycle, or CRM marketing, with 3+ years in a leadership or management role
Deep expertise in email, SMS, and lifecycle automation, including Klaviyo, Attentive, or equivalent
Experience with loyalty and referral program strategy, execution, and optimization
Strong command of audience segmentation, personalization, and data-driven decision making
Proficiency with analytics and reporting tools
Experience managing and developing a team, as well as agency and technology partners
DTC or e-commerce experience required
Consumer product or lifestyle brand experience strongly preferred
A builder's mentality, energized by creating structure, process, and clarity where it doesn't yet exist

Benefits

Comp & perks

Annual bonus plan
Medical, Dental & Vision insurance
401K w/ company matching
Life insurance & Disability coverage
Accrued paid time off & floating holidays
Monthly wellness credits
Dog friendly office
Employee discount