Director of Retention Marketing at CALPAK

Overview

CALPAK seeks a Director of Retention Marketing based in Los Angeles to lead lifecycle marketing strategy, deepening customer loyalty and driving repeat purchases. This leader reports directly to the Senior Director of Retention and collaborates with cross-functional teams to build a data-driven, customer-obsessed approach across owned channels.

What You'll Do24

• 1Lifecycle & CRM Strategy Set strategic direction for lifecycle and CRM programs across email, SMS, loyalty, reviews, direct mail, and other owned channels, driving long-term revenue growth and customer lifetime value
• 2Develop an annual retention roadmap translating business goals into quarterly initiatives with measurable success metrics and clear departmental priorities
• 3Define strategic vision for promotions and product launches across owned channels integrating lifecycle marketing into every major calendar moment
• 4Prioritize CRM flows and campaigns across the full lifecycle determining investment areas testing sequencing and segmentation to maximize repeat purchase and LTV
• 5Champion brand advocacy through evergreen lifecycle content building strategies that deepen emotional connection reinforce brand identity and turn customers into active advocates
• 6Own loyalty program strategy designing differentiated programs that give customers meaningful reasons to return and improve LTV and repeat purchase rates
• 7Own referral program strategy building loops that drive incremental acquisition at efficient cost
• 8Own reviews strategy creating programs that generate authentic social proof strengthen brand trust and feed insights into broader retention and product strategy
• 9Customer Intelligence & Strategy Serve as subject matter expert on retention and customer behavior providing data-backed insights on purchase drivers and identifying improvement opportunities across journeys
• 10Forecast lifecycle revenue by evaluating historical performance modeling future outcomes and setting goals to inform strategy and assess business impact
• 11Own core retention KPIs including LTV RPR and retention share of revenue by projecting goals building measurement frameworks and driving results
• 12Partner cross-functionally with Acquisition Brand Ecommerce and Creative to create cohesive lifecycle experiences that attract convert and retain customers
• 13Connect lifecycle initiatives with brand health acquisition efficiency and broader business performance to ensure holistic decision-making
• 14Bring customer data and lifecycle insights into creative briefings ensuring content reflects real customer responses
• 15Evaluate and evolve retention technology stack selecting tools that improve scalability performance and ROI aligning with industry-leading lifecycle marketing standards
• 16Build and develop a best-in-class retention team recruiting growing and retaining talent while fostering high-performance culture through clear expectations consistent 1:1s and career investment
• 17Manage agency and technology partners with accountability across all retention programs providing additional support as needed
• 18Qualifications: 7+ years in retention lifecycle or CRM marketing with 3+ years leadership experience
• 19Deep expertise in email SMS and lifecycle automation platforms such as Klaviyo Attentive or equivalent
• 20Proven experience designing executing and optimizing loyalty and referral programs
• 21Strong command of audience segmentation personalization and data-driven decision making
• 22Analytics proficiency with ability to interpret numbers and determine next steps
• 23Experience managing and developing teams and technology partners
• 24DTC or e-commerce background preferred consumer product or lifestyle brand preferred

Salary Insight