Head of Retention and Subscription
Success means customers buy more often, stay longer, and choose us over every competitor in their feed. What You'll Own
- Own and grow subscription revenue - acquisition into programme, activation, and long-term retention
- Drive LTV across all our of core products, through tailored lifecycle strategies
- Lead CRM end-to-end: flows, segmentation, campaigns, and triggered comms across email, SMS, and push
- Deploy AI tooling to personalise at scale - predictive churn modelling, next-best-product recommendations, and dynamic content execution
- Build and optimise win-back programmes that recover lapsed customers and reduce net churn
- Own cohort analysis and retention reporting - turn data into decisions, not slide decks
- Partner with Paid Media and Product to ensure the post-click experience converts and retains
- Build the playbook from the ground up - this is a founding-level retention function
- Support, develop and challenge our retention team; set the standard for analytical rigour and creative ambition.
- Subscription revenue growing month-on-month with churn rate trending down
- LTV:CAC ratio improving across key customer cohorts
- CRM flows generating measurable incremental revenue, not just opens and clicks
- AI-driven personalisation deployed across at least two major lifecycle stages within 6 months
- Repeat purchase rate increasing for first-time buyers across top product lines
Must-Have
- 5+ years in a retention, CRM, or lifecycle marketing role - ideally in DTC ecommerce or subscription
- Proven track record of improving LTV, reducing churn, and growing a subscription base commercially
- Hands-on experience with AI or predictive tooling applied to customer marketing (not just prompting - actual deployment)
- Strong CRM platform proficiency
- Data-literate: comfortable owning cohort analysis, building retention dashboards, and presenting commercial impact
- Experience working with multiple customer segments, not just a single persona
- Experience marketing in health, nutrition, wellness, or FMCG DTC
- Familiarity with health and wellness consumer trends and how they're reshaping acquisition strategies
- Experience with TikTok Shop or affiliate/influencer performance channels
- Background in building or scaling a paid media team
- Commercially wired - you think in LTV, contribution margin, and payback periods, not just campaign metrics
- Ownership mindset - you don't wait to be told; you identify the gap and go close it
- Comfortable with ambiguity - the playbook doesn't fully exist yet; you'll write it
- Bias for testing - you run experiments, read the data, and act on it quickly
- Customer-obsessed without being soft - you understand what makes Protein Works' community tick and you use that commercially
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