CRM & Retention Manager

Bettervits; United States; Remote; GBP 60,000 - 90,000; Full time

Job summary

Bettervits is seeking an experienced CRM & Retention Manager to own the full post-purchase customer journey for its US & UK subscription brand, focusing on reducing churn, increasing retention, and driving repeat revenue.

You will design lifecycle programs in Klaviyo, manage Recharge flows, and analyze cohort data to identify churn drivers, partnering with growth, product, and customer service to scale retention.

Qualifications

• Proven experience in a CRM, retention, or lifecycle marketing role within a DTC subscription brand.
• Hands-on experience with Recharge (or similar) including cancellation flows and data.
• Strong expertise in Klaviyo or comparable email and SMS platform with automated flows.
• Ability to reduce churn and grow customer lifetime value with measurable impact.
• Strong commercial and analytical skills with understanding of subscription economics and cohort retention.
• Proactive, test-and-learn mindset with rapid program launches.

Responsibilities

• Own Bettervits retention strategy and performance with churn, cohort retention, repeat purchase rate, and LTV targets.
• Build and optimize the Recharge subscription experience, including portal, cancellation, pause, skip, swap, upgrades, and bundles.
• Design and run lifecycle email and SMS programs in Klaviyo (onboarding, replenishment reminders, cross-sell, loyalty milestones, win-back).
• Improve failed-payment recovery, dunning flows, and card update journeys to reduce involuntary churn.
• Run a continuous testing program across offers, messaging, timing, pricing, and subscription options.
• Analyze cancellation reasons and cohort data, partnering with growth, product, and customer service to address root causes.

Skills

CRM strategy

Retention marketing

Lifecycle emails

Klaviyo

Recharge

Data analytics

LTV growth

Tools

Recharge

Klaviyo

Shopify

Job description

Bettervits is a fast-growing US & UK human nutrition brand with ambitions to become the category leader in wellness. Built on premium products, strong digital expertise, and a relentless focus on growth, we've built a substantial subscription customer base across our own website and third-party marketplaces.

Role Overview

We are seeking an experienced CRM & Retention Manager to own the full post-purchase customer journey at Bettervits, with a clear focus on increasing subscriber retention, lifetime value, and repeat revenue.

This is a commercially driven role for someone who has grown retention at a direct-to-consumer subscription brand and knows Recharge inside out. You'll be responsible for reducing churn, building lifecycle email and SMS programs, improving the subscription experience, and turning first-time buyers into long-term customers.

We're looking for someone who understands that acquiring a customer is only the beginning, and that long-term success comes from great onboarding, timely communication, smart offers, and a subscription experience customers never want to leave. You'll be obsessed with the numbers, constantly testing, and focused on the metrics that matter: churn, retention curves, LTV, and repeat revenue.

What You'll Be Responsible For

• Own Bettervits retention strategy and performance, with clear accountability for subscriber churn, retention by cohort, repeat purchase rate, and customer lifetime value
• Build and optimize the Recharge subscription experience, including the customer portal, cancellation flow, pause, skip, swap and downgrade options, save offers, upgrades to larger sizes and bundles, and prepaid plans
• Design and run lifecycle email and SMS programs in Klaviyo, including onboarding, results and expectation-setting journeys, replenishment reminders, cross-sell and add-to-next-order campaigns, loyalty milestones, and win-back of lapsed and cancelled subscribers
• Reduce involuntary churn by improving failed-payment recovery, dunning flows, and card update journeys
• Run a continuous testing program across offers, messaging, timing, pricing, and subscription options, measuring impact on retention and revenue rather than open and click rates alone
• Analyze cancellation reasons, customer feedback, and cohort data to identify churn drivers, working closely with growth, product, customer service, and leadership to fix them at the source

What We're Looking For

• Proven experience in a CRM, retention, or lifecycle marketing role within a direct-to-consumer subscription or consumer brand
• Hands‑on, in-depth experience with Recharge (or a similar subscription platform), including cancellation flows, retention offers, customer portal setup, and subscription data
• Strong expertise in Klaviyo or a comparable email and SMS platform, with a track record of building automated flows and segmentation that drive measurable revenue
• A demonstrated ability to reduce churn and grow customer lifetime value, with clear examples of the impact your work has had on retention and repeat revenue
• Strong commercial and analytical skills, with a solid understanding of subscription economics, cohort retention, LTV, and how to measure true incremental impact
• A highly proactive, test-and-learn mindset, combining creative thinking with the drive to personally build, launch, and optimize programs quickly

Bonus

• Previous experience within health, pet health, supplements, or other health and wellness categories
• Experience with Shopify, ShopifyQL, and customer data from Amazon Subscribe & Save
• Experience building loyalty, referral, or VIP programs for subscription customers
• Experience with subscription pricing tests, prepaid plans, or bundle and upsell strategies
• Familiarity with US subscription and auto-renewal rules and best practice for clear, compliant cancellation experiences
• Experience managing agencies, freelancers, or a small CRM team

Why Join Us?

• Competitive compensation package with performance-based incentives
• Ownership of retention, one of the biggest growth levers in the business
• The opportunity to shape the subscription experience for tens of thousands of customers
• Autonomous working style with direct access to founders and decision-makers
• Fully remote role with a fast-moving, ambitious team
• Significant growth opportunities as we expand across DTC, marketplaces, and retail