Head of Lifecycle & Customer Experience

Responsibilities

• Own the subscription program for both brands: offers, cadence, bundles, the customer portal and the cancellation flow.
• Build and test save offers, skip, swap and pause options, and win-back flows to cut churn.
• Own email and SMS strategy for both brands, and manage the retention agency's calendar, flows, targets and results.
• Build the lifecycle journey from first order to loyal customer: welcome, post-purchase, replenishment, cross-sell, win-back and VIP flows.
• Map and improve the full post-purchase journey, and run a loyalty, referral or VIP program if the numbers support it.
• Lead the customer experience team and set customer service policy that protects both the customer and the margin.
• Report cohort retention and lifetime value against target every month, and name the biggest lever.
• Subscriptions and churn: own the subscription program for both brands, keep at least one save or retention test live every week, grow the share of new customers who subscribe (working with the CRO Lead on on-site and post-purchase offers), and report subscribers, MRR, churn and save rate by brand every week.
• Email, SMS and lifecycle: own email and SMS strategy, manage the retention agency, keep the calendar live and flows in testing, keep list health and deliverability strong, and plan sale and launch campaigns with the Head of Growth and the Head of Brand & Community.
• Post-purchase experience and loyalty: ship at least one post-purchase improvement every month, and use cancellation reasons, reviews, surveys and support contact reasons to find why customers leave and fix the cause with the owning team.

Requirements

• Retention Leadership: 5-6+ years in retention or lifecycle at DTC brands, including leading retention at a subscription brand doing $30-50M+ a year (ideally nine figures). This is a must.
• Subscription Expertise: you have grown a subscription program and know churn, saves, cohorts and MRR inside out.
• Lifecycle Marketing: you build email and SMS programs (Klaviyo or similar) that drive a large share of revenue without burning the list.
• Tools: deep hands-on experience with Klaviyo (or similar) and Loop (or a similar subscription platform).
• Analytical: you read cohort, lifetime value and churn data fast and find the lever that moves the number.
• Testing Discipline: you run clear tests on offers, flows and save tactics, and read results honestly.
• Leadership: you have led a retention and customer experience team, including managing agencies, through KPIs and goals.
• Commercial Judgement: you protect margin, and know when a discount or save offer earns its cost.
• Customer obsessed: you understand why customers stay or leave, and fix the cause, not the symptom.
• Excellent cultural fit as per our values above.