AVP, Marketing (Retention)

Truegenics is a leading eCommerce company with a track record of over US$218M in online product sales. We are on a mission to scale our retention efforts and maximize customer lifetime value by driving repeat purchases, optimizing subscriptions, and enhancing customer relationships through data-driven marketing strategies. We are looking for a VP of Marketing (Retention) who can own both the high-level strategy and hands-on execution to make this happen.

Mission of the Role

As AVP of Marketing (Retention), you will own the revenue and profitability of customer retention efforts, including email/SMS monetization, loyalty programs, customer lifecycle strategies, and subscription growth. Your role is critical in ensuring our existing customers remain engaged, convert at a higher rate, and become long-term brand advocates. You will work cross-functionally to align retention strategies with our broader marketing and business objectives.

This role requires a data-driven leader who can blend strategy, execution, and leadership to optimize the customer journey and maximize CLTV.

Key Responsibilities

Retention Strategy & Revenue Growth

• Own and optimize customer retention & lifecycle marketing to drive repeat purchases and increase CLTV.

• Develop, implement, and oversee all customer retention initiatives, including email marketing, SMS, direct mail, any new communication channels and loyalty programs.

• Take full ownership of retention-related revenue and profitability.

• Partner with the Amazon, Affiliate, and Growth teams to align retention initiatives with broader eCommerce goals.

Customer Lifecycle & CRM Management

• Develop and implement data-driven CRM strategies to enhance customer relationships and loyalty.

• Oversee email monetization (List Management) and ensure campaigns are optimized for engagement and revenue.

• Leverage customer segmentation, automation, and predictive analytics to personalize communications and maximize conversions.

• Manage and optimize SMS campaigns to complement email and direct mail marketing.

Subscription & Loyalty Program Management

• Own and optimize the subscription model, focusing on acquisition, churn reduction, and pricing optimization.

• Drive customer engagement initiatives that increase retention and encourage loyalty.

• Identify new retention levers, including membership perks, exclusive content, and targeted promotions.

Cross-Functional Leadership & Team Management

• Lead and mentor (List Management Manager) and her team, ensuring execution of effective retention strategies.

• Collaborate closely with creative, content, data analytics, and product teams to align retention efforts across the company.

• Set clear goals and KPIs for the retention team, ensuring accountability and high performance.

Performance Monitoring & Continuous Optimization

• Define, track, and report on key retention KPIs, including CLTV, churn rate, repeat purchase rate, and subscription retention.

• Use A/B testing, analytics, and customer feedback to continuously refine retention strategies.

• Ensure compliance with CCPA, CAN-SPAM, and other data privacy regulations.

Financial Administration

• Budget oversight - Take ownership of tracking and managing the department’s budget, ensuring resources are allocated effectively to maximize ROI.

• Forecasting and Reporting - Develop accurate forecasts for CRM expenses and revenue impact, providing regular updates to Management.

• Assist with budget tracking and ensure strict adherence to financial policies and guidelines, including expenses approvals and documentation requirements.

Key Qualifications

• 8+ years in CRM, lifecycle marketing, or retention marketing within eCommerce, DTC, or subscription-based businesses.

• Proven track record of scaling retention revenue and optimizing CLTV.

• Strong data analysis and segmentation skills, with experience using tools like Google Analytics, Klaviyo, Maropost or Iterable.

• Experience with email monetization, loyalty programs, and subscription models.

• Hands-on experience managing teams, overseeing execution, and implementing high-impact retention strategies.

• Expertise in customer segmentation, personalization, and omnichannel retention marketing.

• Comfortable with fast-paced, high-growth environments where results matter.

• Strong leadership, communication, and cross-functional collaboration skills.

• Familiarity with U.S. compliance regulations (CCPA, CAN-SPAM, GDPR).