Director of Retention & Customer Lifecycle

Director of Retention & Customer Lifecycle
Reports To: Head of Growth
Location: Remote
Compensation: $180,000-$200,000
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:
Email
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

Employment type
Full-Time

Work arrangement
Yes