CRM & Retention Lead

The CRM & Retention Lead owns the post-acquisition customer lifecycle on Shopify—driving repeat revenue, subscription penetration, LTV growth, and churn reduction through email, SMS, and onsite personalization. You build and optimize automated flows, campaigns, and segmentation to turn one-time buyers into loyal, high-value customers while aligning retention efforts with brand philosophy, scientific credibility, and performance goals.

This is a hands-on leadership role in a scaling DTC supplements brand: execute strategically today, evolve into building a small retention team as Shopify grows, and deliver compounding LTV uplift that makes acquisition more efficient and sustainable.

CORE ACCOUNTABILITIES

Lifecycle Strategy & Automation Ownership

• Full accountability for CRM strategy: design, build, test, and optimize automated flows (welcome, post-purchase, win-back, abandoned cart, subscription nurture, churn prevention).
• Execute one-off campaigns to maximize repeat purchases, subscription adoption, and LTV.

Segmentation & Personalization

• Develop advanced customer segmentation using purchase behavior, cohorts, RFM, product affinity, and engagement signals.
• Deliver hyper-personalized messaging and offers that align with customer motivations and brand standards.

Performance Analysis & Optimization

• Track and own key retention metrics: repeat purchase rate, subscription penetration, LTV, churn rate, AOV on repeat orders, and revenue attribution.
• Build dashboards, conduct deep analysis, and iterate flows based on data to drive measurable improvements.

SMS & Onsite Retention Execution

• Own SMS strategy and flows for reminders, promotions, and urgency.
• Implement onsite personalization (pop-ups, banners, recommendations) to boost conversions and loyalty.

Cross-Functional Collaboration

• Partner with the Growth team on funnel synergy and the PPC team on traffic quality impact.
• Collaborate with the creative team on asset needs and Finance on subscription economics and forecasting.

Systems, Compliance & Scalability

• Maintain platform integrity (integrations, tracking, deliverability, list hygiene).
• Ensure full compliance with supplement claims, email/SMS regulations, and brand guidelines.
• Build SOPs and testing frameworks to mentor and grow future talent.

DECISION RIGHTS & INTERFACES

• Owns: Retention strategy, flows/campaigns, segmentation, and performance outcomes.
• Collaborates with: Director of Growth (journey alignment), Head of PPC (retargeting synergy), VP Ops & Finance (LTV modeling), and Founder (brand voice and philosophy).

Note: This role is empowered for tactical execution, testing, and optimization—no routine escalation required.

YEAR-ONE SUCCESS PROFILE

• Increase repeat purchase rate and subscription penetration (targeting 30%+ benchmark uplift).
• Grow CRM-attributed revenue as a percentage of total sales with improved LTV:CAC ratios.
• Reduce churn through proactive win-back and nurture flows.
• Optimize flows/campaigns via consistent A/B testing (targeting 30%+ open rates and 5%+ click rates).
• Establish foundations for team scaling (locked processes and readiness for first hires).

• Experience: 3–5+ years in CRM/retention marketing for DTC e-commerce (health, wellness, or regulated categories preferred).
• Technical Skills: Expert-level proficiency in Klaviyo (flows, segmentation, SMS) and integrations with Shopify/Recharge.
• Analytical Ability: Comfortable with cohort analysis, retention metrics, and dashboards (Shopify, Triple Whale, Northbeam).
• Strategic Mindset: Understanding of unit economics including LTV and CAC payback.
• Soft Skills: High-velocity adaptability, strong communication, and a collaborative spirit.
• Bonus: Experience with Recharge or other subscription and onsite personalization tools.