VP, Retention & LTV

About the role

We're hiring a VP, Retention and LTV to own LTV end to end — lifecycle marketing, loyalty, retention, and the full subscriber experience. It's one of the most important levers in the business: how we drive long-term value; speak to each customer in the right channel with the right message at the right time; turn one-time buyers into long-term customers; and support a world-class loyalty program. You'll come in with a world-class team of three already built, and the job is to empower them and keep building a high-performing team — while staying close to the strategy and execution to keep raising the bar.

In this role, you will:

• Own long-term customer LTV as your core KPI, setting lifecycle and retention strategy to move it
• Operationalize personalization and segmentation so the right message reaches the right customer at the right time, by default
• Embed AI into flows, reporting, and creative generation to multiply team output without adding headcount
• Lead and develop a team of 3 (Director Subscriber Experience, Senior Manager Lifecycle & Retention, and Manager Lifecycle & Retention), raising the bar on what they own and how they operate
• Test and scale new 1:1 channels — Direct Mail, Instagram DM, WhatsApp — beyond email/SMS
• Partner closely with Ecommerce, CX, Performance, and Brand as the cross-functional voice of LTV
• Support the Director of Subscriber Experience in driving loyalty/membership and subscription strategy forward — acting as a thought partner and blocker-remover on cancel-flow and save-strategy work

We're looking for someone who:

• Has 12+ years in retention, lifecycle, loyalty, or subscriber marketing, including 5+ years leading teams with at least one Director-level direct report
• Has operated as a senior leader (VP, Sr. Director, or equivalent) at a high-growth subscription DTC business
• Has a quantifiable track record of moving a primary LTV or retention metric at scale
• Is deeply fluent in subscription mechanics (SKIO, Recharge, Ordergroove) and hands-on with Klaviyo/Postscript
• Has used AI in production — not in experiments — to automate flows, reporting, or personalization
• Has managed a team that built or scaled a loyalty/membership program, and knows what good looks like in program design, economics, and benefits

Approach to the role:

• Treats LTV like their own P&L and works backward from it relentlessly
• Sees the full customer journey, not just the inbox
• Ships and tests fast — kills losers, doubles down on winners
• Develops people, not just executes alongside them
• Communicates bottom-line up front
• Strong taste - has a clear point of view on what good lifecycle looks like