Director, Retention
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Job Description
Director of Retention managing customer lifecycle across email, SMS, and loyalty for Poppy & Peonies. Leading retention strategy in a high-impact leadership role to drive long-term relationships with customers.
Responsibilities:
- Poppy & Peonies is looking for a strategic, customer-obsessed Director of Retention to own and evolve the full customer lifecycle across email, SMS, loyalty, and retention marketing.
- This is a high-impact leadership role where you’ll shape how we build long-term relationships with our community, increase customer lifetime value, and create thoughtful brand touchpoints that keep customers coming back.
- You’ll lead retention strategy across CRM channels while partnering closely with creative, ecommerce, and CX teams to deliver seamless customer experiences that feel deeply aligned with the Poppy & Peonies brand.
- Own and evolve the retention marketing strategy across email, SMS, loyalty, referral, and post-purchase touchpoints.
- Build and optimize customer lifecycle journeys from acquisition through repeat purchase, win-back, and VIP retention.
- Develop segmentation strategies based on customer behavior, purchase patterns, engagement, and lifecycle stage.
- Lead campaign planning and CRM calendar execution around launches, seasonal moments, and customer engagement initiatives.
- Partner with creative teams to ensure all customer communications feel elevated, intentional, and aligned with the brand voice.
- Drive strategies that increase repeat purchase rate, customer lifetime value, and long-term customer engagement.
Requirements:
- Proven experience leading retention, CRM, or lifecycle marketing within a direct-to-consumer, retail, fashion, or lifestyle brand
- Deep expertise in email and SMS marketing strategy, automation, segmentation, and lifecycle management
- Hands-on experience with platforms such as Klaviyo, Attentive, Postscript, or similar CRM tools
- Strong understanding of customer psychology and retention marketing best practices
- Track record of improving retention, repeat purchase rate, and customer lifetime value
- Strong analytical mindset with the ability to translate customer data into actionable insights
- Experience managing agencies, freelancers, or external partners
- Highly organized and comfortable balancing strategy with execution in a fast-moving environment
- A builder mentality with excitement for ownership, experimentation, and scaling thoughtfully
- Clear communicator who collaborates effectively across creative, ecommerce, CX, and leadership teams
- Genuine interest in fashion, lifestyle, and community-driven brands
Benefits:
- Annual Salary ranges from $150,000- $185,000
- Performance bonus
- 3 weeks of paid vacation per year
- Health benefits coverage
- $250 annual period & menstrual budget
- $1,000 annual allowance towards Poppy & Peonies product
- $400 home office setup allowance
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