Director of Retention

Fitt Talent Partners is a specialized recruitment firm for top health and wellness companies.

We’re filling this role for Lineage Provisions, A real-food nutrition company focused on regeneratively raised meat snacks and supplements, crafted to make eating like a human easy, honest, and impactful.

Job Description

We’re hiring a Director of Retention to own the full customer lifecycle, from first purchase through long-term loyalty, across email, SMS, subscriptions, direct mail, post-purchase flows, winbacks, LTV cohorts, landing page optimization with tight messaging, and beyond.

Lineage is just over two years old, yet our owned channels are scaling at a rate rarely seen in CPG:

• $25M+ in revenue driven from email + SMS

• Nearly $2M in MRR from subscriptions, launched less than a year ago

• Blended LTV (including one time buyers) $154 with LTV:CAC 3:1

We are only getting started.

Your mandate: Grow and deepen the value of our customer base and all of the new customers we are acquiring. That means building an email list of 1 million engaged real-food subscribers while driving measurable lifts in retention rates, increase in subscribers, and LTV. You’ll scale our subscription program into one of the strongest in the category, transform post-purchase into a loyalty engine, and turn first-time buyers into long-term Lineage advocates.

This role is both strategic and operational. You will work closely with our Director of Marketing and VP of Growth to develop the lifecycle roadmap, performance targets, campaign calendar, and experimentation plan for retention.

At the same time, you're not afraid to get hands-on: building tests, constructing segmentation logic, optimizing flows, pulling data, QA’ing campaigns, and jumping in alongside a designer, and email coordinator or executive assistant whenever needed, but you can build and ship yourself with prolific speed using AI.

You should live and breathe Klaviyo, understand retention levers like LTV, repeat rate by customer type and product, churn signals, LTV:CAC, and cohort behavior, and thrive in an environment where we create hypotheses, test them, review learnings, and operationalize quickly.

Responsibilities

Email, SMS, Direct Mail

• Fully own Klaviyo—segmentation, flows, deliverability, testing, performance reporting, optimization.

• Build and manage email + SMS campaign and flow calendars across product launches, educational campaigns, promos, and retention themes, sending 20-30 campaigns a month.

• Oversee voice memo SMS campaigns from founders and consistently test new formats that strengthen connection and loyalty.

• Partner with contractors to brief, load, QA, and deploy campaigns and be able to use AI tooling to 10x this with automated systems.

• Coordinate strategy and design for direct mail campaigns.

• Ensure a high bar for brand alignment, clarity, performance, and customer relevance.

Subscription Strategy & Growth

• Own subscription retention and growth: pricing strategy, churn mitigation, personalization, win backs, plan upgrades, save strategies, and promotion tactics and manage everything in Skio.

• Drive sub attach rate without using scammy gray hat tactics for both new customer and one time to sub, dependent on product and acquisition source.

• You are obsessed with NRR and are always looking at this number, trying to drive over 100%.

• Work closely with the Director of Marketing to refine subscription offerings, test new retention mechanisms, and optimize onboarding.

• Use cohort analysis, predictive modeling, and customer behavior data to build long-term strategies on increasing LTV across segments.

Customer Lifecycle Architecture

• Architect personalized journeys across channels: onboarding, activation, loyalty, replenishment, reactivation, and advocacy.

• Obsess over first order to repeat purchase data, time to second purchase, and strategies to improve these metrics to best in class retention by cohort.

• Build behavioral segmentation strategies that place customers into the optimal paths at the right time.

• Own experimentation frameworks—test messages, offers, timings, and flows across lifecycle stages and for our various personas.

Analysis, Insights & Reporting

• Track LTV, LTR, CAC payback periods, retention rate, churn drivers, cohort performance, deliverability, repeat rate, subscription health, and lifecycle lift.

• Obsess over the above numbers by acquisition source and entry SKU.

• Translate insights into action for marketing, growth, CX, and product departments.

• Identify risks, trends, and opportunities and then proactively solve problems with data driven solutions.

Cross-Functional Leadership

• Partner closely with marketing + growth leadership to align lifecycle strategy to acquisition and revenue targets.

• Work with CX, web, and product teams to inform messaging, merchandising, and UX improvements.

• Manage retention initiatives from hypothesis → scoping → testing → rollout, ensuring clarity and smooth collaboration across teams.

About You

• 4+ years brand-side at a DTC e-commerce brand in food, drink, health, wellness, vitamins/supplements, or a closely related category.

• 3+ years owning a recurring subscription program, personally accountable for monthly retention, churn, CAC:LTV, and subscriber LTV. We use SKIO; Recharge or Ordergroove transfers.

• 4+ years deep, hands-on building and growing a world-class email/SMS program at a high-growth DTC brand. You built it, you didn't direct an agency.

• 3+ years as a hands-on Klaviyo power user: segmentation, deliverability, dynamic flows, analytics.

• 2+ years getting "a little dangerous" in Shopify and an SMS platform (we use Postscript; Attentive or similar counts): navigating themes, apps, templates, and basic troubleshooting.

• Strong command of retention metrics: LTV, CAC:LTV, churn, cohorts, repeat rate, subscription KPIs.

• Analytical: proficient in Excel/Sheets and comfortable in BI dashboards like Triple Whale.

• Genuinely excited to roll up your sleeves on the day-to-day in each platform, not just set strategy.

• Comfortable using AI to speed up workflow and experimentation.

• Exceptionally organized, detail-oriented, and operationally strong.

• Based in the US or Canada, able to work predominantly in PT, CT, or ET.