Responsibilities

• 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.
• 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
• Own lifecycle strategy across every customer touchpoint. Including: - Email - SMS - Push Notifications - In-App Messaging - Post-Purchase - Customer Onboarding - Replenishment - Win-Back - Cross-Sell - Upsell - VIP Journeys
• 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
• 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
• 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
• 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
• 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.
• Leverage AI and automation to improve: - Customer segmentation - Personalization - Reporting - Journey optimization - Experimentation - Internal workflows - Lifecycle efficiency