Job Description

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).

Requirements

• 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.

Skills Required