Head of Customer Retention

Bettervits; United Kingdom; Remote; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Fully remote

Performance-based incentives

Direct access to founders

Job summary

Bettervits is seeking an experienced Head of Retention to own and scale our customer retention strategy, focusing on increasing LTV, subscription retention, and repeat purchases. You will drive lifecycle marketing, loyalty, and referral programs to build lasting brand loyalty.

Join a fast-growing health and wellness DTC brand with UK/US exposure and a fully remote setup. You will own the end-to-end retention function, collaborating with growth, creative, customer service, and product teams to

Qualifications

• Proven experience leading CRM, retention, or lifecycle marketing in a fast-growth DTC brand.
• Strong ability to drive LTV, churn reduction, and repeat purchase growth.
• Expertise with subscription platforms (Recharge) and with Klaviyo for email/SMS.
• Develop loyalty, rewards, and referral programs that boost customer value.
• Analytical, entrepreneurial, and able to convert insights into growth.

Responsibilities

• Own the end-to-end retention strategy to improve LTV and recurring revenue.
• Optimize the Recharge experience: cancellations, offers, bundles, upsells.
• Lead lifecycle emails and SMS campaigns (onboarding, replenishment, win-back).
• Build loyalty and referral programs to turn customers into advocates.
• Analyze cohorts, purchase frequency, and subscription performance to identify opportunities.
• Lead retention team collaborating with growth, product, and customer service.

Skills

CRM leadership

DTC & subscriptions

Klaviyo expert

Recharge experience

Loyalty programs

Data analytics

Team leadership

Tools

Recharge

Klaviyo

Shopify

Job description

Bettervits is a fast-growing US & UK health and wellness brand with ambitions to become a category leader. Built on premium products, strong digital expertise, and a relentless focus on growth, we've developed a substantial DTC customer base with subscriptions at the heart of our business.

Role Overview

We're looking for an experienced Head of Retention to own and scale our customer retention strategy, with a clear focus on increasing customer lifetime value (LTV), subscription retention, repeat purchases, and customer loyalty.

This is a commercially driven leadership role for someone who understands DTC subscription economics and knows how to turn first-time buyers into long-term, high-value customers.

You’ll lead everything from subscription optimization and lifecycle marketing to loyalty and referral programs, building a customer experience that drives repeat revenue and lasting brand loyalty.

What You’ll Be Responsible For

• Own the end-to-end customer retention strategy, driving improvements in customer LTV, subscriber retention, repeat purchase rates, churn, and recurring revenue.
• Optimize our Recharge subscription experience, improving cancellation flows, save offers, subscription flexibility, product swaps, bundles, and upsells to increase customer longevity.
• Lead lifecycle email and SMS marketing through Klaviyo, building high-performing onboarding, replenishment, cross-sell, win-back, and customer engagement journeys.
• Develop and scale loyalty, rewards, and referral programs that incentivize repeat purchases, strengthen customer relationships, and turn existing customers into brand advocates.
• Analyze customer behavior, retention cohorts, purchase frequency, and subscription performance to identify opportunities and execute experiments that deliver measurable LTV growth.
• Build and lead the retention function, working closely with growth, creative, customer service, and product teams to continuously improve the customer experience and maximize repeat revenue.

What We’re Looking For

• Proven experience leading CRM, retention, or lifecycle marketing within a high-growth DTC brand, ideally in health, wellness, supplements, or another subscription-led category.
• Strong understanding of DTC subscriptions, customer lifetime value, repeat purchase behavior, and churn reduction, with measurable examples of commercial results.
• Deep experience with Recharge or similar subscription platforms, including cancellation journeys, retention offers, subscription optimization, and customer experience.
• Advanced experience with Klaviyo, including lifecycle automation, segmentation, personalization, email and SMS marketing, and customer engagement.
• Experience developing successful loyalty, rewards, referral, or customer advocacy programs that increase repeat purchases and customer value.
• Highly analytical and commercially minded, with an entrepreneurial approach, strong ownership mentality, and the ability to turn customer insights into measurable growth.

Bonus

• Experience scaling retention for a health, wellness, or consumable subscription brand.
• Experience with Shopify, subscription analytics, and cohort-based LTV reporting.
• Experience launching or scaling loyalty and referral programs.
• Knowledge of subscription pricing, bundling, upselling, and customer win-back strategies.
• Familiarity with UK and US subscription regulations and best practices.
• Experience building and managing CRM or retention teams.

Why Join Us?

• Competitive compensation package with performance-based incentives.
• Full ownership of one of the most important growth drivers in the business.
• Opportunity to shape the experience of a large and growing subscription customer base.
• Autonomous working style with direct access to founders and decision-makers.
• Fully remote role within a fast-moving, ambitious team.
• Significant growth opportunities as we expand across DTC, marketplaces, and retail.