Manager, Retention & Conversion Optimization

Basic Research; Utah; On-site; USD 60,000 - 90,000; Full time

Job summary

Basic Research is seeking a Manager, Retention & Conversion Optimization to own the full customer lifecycle across all DTC brands. You will drive customer retention, subscription growth, and sitewide conversion improvements through data-driven experiments and personalized lifecycle programs.

You will oversee CRM, email/SMS, onsite personalization, subscription optimization, and retention analytics to maximize revenue per customer and reduce churn.

Qualifications

• Bachelor’s degree in Marketing, Business, Analytics, or related field. Advanced degree preferred.
• 2-5+ years in retention marketing, lifecycle marketing, CRM, or performance marketing.
• Proven experience increasing LTV, improving retention, and reducing churn in a DTC or subscription-based brand.
• Deep experience with CRM platforms (Klaviyo required), segmentation strategy, and lifecycle automation.
• Strong expertise in CRO testing frameworks, A/B testing tools, analytics, and UX optimization.
• Highly analytical with experience using Shopify Analytics, Google Analytics, and data visualization tools.
• Experience working cross-functionally with web teams, designers, customer support, and operations.
• Strong communication and leadership skills, capable of influencing across teams and managing a high-impact roadmap.
• Passion for health, wellness, longevity, and empowering customers to live better.

Responsibilities

• Lifecycle & CRM Strategy: Develop segmented lifecycle journeys to improve repeat purchases and LTV.
• Lead CRM strategy across email, SMS, and onsite experiences using Klaviyo and related tools.

Skills

Retention marketing

Lifecycle marketing

CRM

Performance marketing

Cross-functional collaboration

Education

Bachelor’s degree in Marketing / Business / Analytics

Advanced degree preferred

Tools

Klaviyo

Shopify Analytics

Google Analytics

Data visualization tools

Job description

Position Title: Manager, Retention & Conversion Optimization

Department: Marketing

Reports To: Senior E-comm Manager

Compensation: 60k-90k DOE

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Position Overview:

The Manager of Retention Marketing & Conversion Rate Optimization (CRO) will own the full customer lifecycle across all Basic Research DTC brands. This role is accountable for driving customer retention, subscription growth, lifetime value expansion, and sitewide conversion rate improvement through data-driven experimentation and personalized lifecycle programs. Reporting to the Senior E-comm Manager, this leader will oversee CRM, email/SMS, onsite personalization, subscription optimization, and retention analytics to maximize revenue per customer and reduce churn.

This role will build a performance-driven lifecycle engine that ensures every customer receives the right message, at the right time, through the right channel—ultimately strengthening loyalty and accelerating profitable DTC growth.

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Key Responsibilities:

Lifecycle & CRM Strategy

• Develop segmented, behavior-based lifecycle journeys that improve repeat purchase rate and LTV.
• Lead CRM strategy across email, SMS, and onsite experiences using Klaviyo and related tools.

Subscription Growth & Retention

• Own the subscription P&L and strategy across Recharge and integrated systems.
• Reduce churn through predictive modeling, targeted save flows, loyalty incentives, and tailored messaging.
• Improve subscriber onboarding, replenishment timing, upsell/cross-sell flows, and loyalty program integration.

Conversion Rate Optimization

• Lead CRO roadmap across product pages, landing pages, checkout, and merchandising touchpoints.
• Conduct structured A/B testing using analytics, heatmaps, user recordings, and hypothesis-driven experiments.
• Partner closely with E-Commerce, Creative, Content, and Web Dev to implement winning tests and design improvements.
• Improve customer experience consistency across web, email, SMS, and Customer Support with coordinated messaging and triggers.
• Collaborate with Customer Support leadership to create proactive retention experiences and feedback loops.

Data, Insights & Reporting

• Own lifecycle analytics, including repeat rate, cohort performance, LTV, churn, and subscription retention.
• Build forecasting models that inform revenue planning, promo strategy, and retention investment.
• Provide insights to Product, Creative, E-Commerce, and Leadership to guide strategic decisions.

Cross-Functional Leadership

• Partner with E-Commerce to ensure CRO tests integrate with UX improvements and web performance goals.
• Partner with Creative & Brand to maintain consistent messaging and high-performing content across lifecycle channels.
• Partner with Operations and Supply Chain to ensure subscription cadence, inventory, and fulfillment are aligned.

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Qualifications & Experience:

• Bachelor’s degree in Marketing, Business, Analytics, or related field. Advanced degree preferred.
• 2-5+ years in retention marketing, lifecycle marketing, CRM, or performance marketing.
• Proven experience increasing LTV, improving retention, and reducing churn in a DTC or subscription-based brand, ideally in consumer health, wellness, or beauty.
• Deep experience with CRM platforms (Klaviyo required), segmentation strategy, and lifecycle automation.
• Strong expertise in CRO testing frameworks, A/B testing tools, analytics, and UX optimization.
• Highly analytical with experience using Shopify Analytics, Google Analytics, and data visualization tools.
• Experience working cross-functionally with web teams, designers, customer support, and operations.
• Strong communication and leadership skills, capable of influencing across teams and managing a high-impact roadmap.
• Passion for health, wellness, longevity, and empowering customers to live better.