Bask & Lather Co. is a unique direct to consumer haircare brand on a mission to help women around the world grow and keep hair they love. We take pride in offering powerful, natural products at accessible prices—because healthy hair should never be out of reach.

Bask and Lather Co

All-natural hair care solutions to help you grow it—and keep it too!

Reports To: Head of Growth

Location: Remote

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 customerExisting customer revenueCustomer profitabilityLTV by acquisition sourceLTV by first purchased productLTV by bundleLTV 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 RatePurchase FrequencyCustomer Retention RateFirst-to-Second Purchase RateSecond-to-Third Purchase RateDays Between PurchasesTime to Second PurchaseExisting Customer Revenue GrowthCustomer Churn

Develop strategies that improve customer relationships over time.

Lifecycle Marketing

Own lifecycle strategy across every customer touchpoint.

Including:

EmailSMSPush NotificationsIn-App MessagingPost-PurchaseCustomer OnboardingReplenishmentWin-BackCross-SellUpsellVIP 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 RevenueSubscriber GrowthSubscriber RetentionSubscriber ChurnSubscriber LTVOffer OptimizationSubscription Journey Optimization

Loyalty Strategy

Own the long-term success of Bask & Lather’s loyalty program.

Including:

Membership GrowthMember EngagementRedemption StrategyVIP SegmentationLoyalty RevenueLoyalty Member Lifetime Value

Customer Intelligence

Build the company’s customer intelligence function.

Develop Reporting Around:

Highest LTV productsHighest LTV bundlesHighest LTV acquisition channelsHighest LTV customer segmentsCustomer survey insightsProduct review trendsVoice of Customer analysisNPS trendsCustomer feedback loops

Turn customer insights into business strategy.

Experimentation

Build a culture of continuous testing.

Examples Include:

OffersBundlesPricingCustomer JourneysProduct RecommendationsSegmentationLoyalty IncentivesSubscription ProgramsWin-Back StrategiesReplenishment TimingLanding Pages

Every initiative should be measured against incremental business impact.

Analytics & Executive Reporting

Own Executive Reporting That Answers:

How healthy is our customer base?Why are customer behaviors changing?Where are customers churning?Which products create the highest lifetime value?Which acquisition channels create the highest quality customers?Which lifecycle initiatives create the greatest ROI?What risks should leadership monitor?What opportunities should we prioritize next?

Present monthly executive retention business reviews.

AI & Automation

Leverage AI And Automation To Improve:

Customer segmentationPersonalizationReportingJourney optimizationExperimentationInternal workflowsLifecycle efficiency

Continuously identify ways technology can improve customer experience while increasing team productivity.

Leadership

Lead and develop Bask & Lather’s Retention organization.

Responsible For:

Internal team leadershipAgency managementVendor relationshipsSOP developmentDocumentationReporting infrastructureCross-functional collaboration with Growth, Brand, Creative, E-commerce, Finance, Operations, and Customer Experience

Success in the First 12 Months

Success Means:

Increase Customer Lifetime ValueIncrease Existing Customer RevenueImprove Repeat Purchase RateIncrease Purchase FrequencyImprove Customer RetentionGrow Subscription RevenueIncrease Subscription PenetrationImprove Subscriber RetentionExpand Loyalty Program ParticipationBuild executive reporting infrastructureEstablish Bask & Lather as a best-in-class retention organization

Ideal Background

8+ years in Retention, CRM, Lifecycle Marketing, or Growth MarketingExperience scaling a DTC consumer brand beyond $100M in annual revenueDeep expertise with Shopify, Klaviyo, Recharge, Attentive (or Postscript), loyalty platforms, GA4, Triple Whale, Looker/Tableau, and modern BI toolsStrong analytical capabilities with experience in cohort analysis, LTV modeling, customer segmentation, and experimentationExperience leading high-performing teams, agencies, and cross-functional initiativesComfortable operating in a fast-paced, high-growth environment with executive-level accountability

Why This Role Matters

Customer acquisition is only half the equation.

The greatest opportunity for Bask & Lather is increasing the value of every customer relationship over time.

This role will define how millions of customers experience our brand after their first purchase, build systems that drive sustainable long-term growth, and establish retention as one of the company’s most valuable competitive advantages.

Compensation:

$180,000-$200,000