Director of Retention

The role:

Apothékary is looking for a highly strategic and passionate Director of Retention to join our growing team. This role will report directly to the CEO/Founder and will play an integral role in setting the vision and executing a best-in-class customer retention program. The ideal candidate will have a passion for driving customer engagement, retention, and loyalty while owning customer churn and LTV metrics.

As our Director of Retention, you’ll immerse yourself in our digital subscription products, leveraging your expertise to develop and execute cutting-edge strategies in our fast-paced, dynamic environment. You’ll take the lead in identifying, by cohort, lifecycle roadmaps, personalization triggers, and the right cross-sells, up-sells, and win-backs tailored to each customer segment. You’ll work hand-in-hand, cross-functionally with our A-Team across Brand Marketing, Creative, Digital, and Operations to ensure seamless execution and alignment with overall growth goals. 

Responsibilities:

  • Mastermind and execute Apothékary’s cross-channel customer retention strategy and lifecycle roadmap, with the goal of driving higher repurchase rates, increased AOV, and overall lifetime value.
  • Lead the development and implementation of customer segmentation strategies to effectively target different user cohorts and personalize retention efforts. Understand specific customer needs by segments, acquisition channel and channel preference.
  • Oversee the design and execution of lifecycle marketing programs, utilizing channels such as email, SMS, direct mail, loyalty and membership programs, referral initiatives, and other customer engagement tactics to foster long-term relationships and maximize customer lifetime value.
  • Act as a champion for the customer within the organization, advocating for their needs and preferences in all decision-making processes and initiatives.
  • Manage an Email and SMS Specialist and collectively own the channel strategy and review process to ensure messaging is on brand and drives conversion.
  • Own third party agency/vendor relationships and nurture the partnership to help improve current programs and identify areas of opportunity (Postscript, Postpilot, Triple Whale & Loyalty Lion)
  • Lead the Customer Success team to understand the voice of the customer, and translate that into actionable strategies and tactics to continuously iterate and improve.
  • Utilize customer insights to develop content frameworks that address pain points and support the customer journey across our various personas; delivering the right message to the right people.
  • Analyze customer data and behavior to identify opportunities for segmentation, targeted marketing campaigns, identifying at-risk customers and implementing proactive retention measures.
  • Develop a testing strategy to continually optimize all areas of email, SMS, and Site Content programs (i.e. subject lines, timing, creative, segmentation, frequency, etc.)
  • Take a leadership role in managing the creation, articulation and execution of Customer hypotheses and testing. Establish ongoing A/B testing strategies in order to continue to optimize commercial metrics and foster a culture of continuous learning.
  • Partner with finance and the executive team to forecast opportunities and tests.
  • Collaborate with our Brand team to ensure our content always aligns with our brand initiatives and positioning while informing the organization about what is working across performance creative.
  • Continuously assess and optimize the user experience across all touchpoints, working closely with Digital, Operations & R&D teams to identify opportunities for improvement and innovation.
  • Stay abreast of industry trends, competitor activities, and emerging technologies in retention marketing and customer relationship management, providing thought leadership and recommendations for staying ahead of the curve.
  • Serve as a mentor and subject matter expert on all things Retention and Lifecycle marketing, providing guidance, coaching, and professional development opportunities.
  • Act as an advisor or project lead on new cross-functional initiatives ranging from product and channel launches to evolving the customer experience.

Requirements

  • 8+ years of experience in customer lifecycle marketing, retention management, segmentation, and personalization techniques 
  • Proven track record of leading, developing, and scaling effective high-performance teams with exceptionally strong leadership skills
  • Proven track record of designing and implementing successful retention strategies that drive measurable results, including increasing customer LTV and reducing churn.
  • Experience with DTC subscription/recurring revenue businesses and marketplace services strongly preferred.
  • Experience with cohort analysis, A/B testing, and other data-driven methodologies to optimize retention efforts.
  • Experience working in a fast-paced startup environment.
  • Strong analytical skills with ability to interpret complex data sets and translate insights into actionable strategies.
  • Experience in deploying sophisticated segmentation and trigger-based campaigns across multiple channels.
  • Knowledge and experience with marketing automation and engagement tools (e.g. Klaviyo and Postscript)
  • Excellent project management skills, with the ability to lead cross-functional teams and drive projects to successful completion in a fast-paced, agile environment.
  • Proven ability to think strategically while being hands-on in execution, with a passion for continuous learning and innovation in the field of retention.
  • A leader who is hands-on by nature and has an exceptional level of timeliness and accuracy in his/her/their work. 
  • Unquestionable ethics that drive leadership and behavior. 
  • You consider yourself an outstanding communicator, capable of engaging with all organizational levels.
  • Passion for wellness community and herbal medicine

Time and Location: 

This role is fully remote. Our team primarily works off of Eastern Time between 9:00am-5:00pm. Flexibility will be allowed between those hours, but this role will work closely in collaboration with the full time team and therefore would be expected to work between those regular daytime hours.  

This position is available to start immediately. Note that job responsibilities may change based on the company’s evolving needs.