Director of Growth & Retention

Role Overview

Our client is a fast-growing supplement brand in the pediatric nutrition space, selling primarily DTC through Shopify with a presence on Amazon, iHerb, and select retail channels. They are looking for a strategic and execution-driven Director of Growth & Retention to own the full DTC growth engine, from first visit through long-term retention. This role does not own paid media buying, which sits with a dedicated Director of Media Buying. Instead, this person ensures every dollar of paid traffic lands on a high-converting experience, stays engaged through lifecycle marketing, and converts into a long-term subscriber. The role reports directly to the founders and serves as the connective tissue between paid media, creative, product, and operations.

DTC & Shopify Growth

• Own the full DTC revenue funnel on Shopify, from landing page through post-purchase experience
• Lead conversion rate optimization across the storefront, product detail pages, and checkout
• Partner with the Director of Media Buying to ensure paid traffic lands on optimized, high-converting pages; brief new landing pages and run split tests
• Manage and grow subscription revenue, optimizing churn, cancellation flows, and subscriber upsells
• Identify and execute bundle, upsell, and cross-sell opportunities across the catalog
• Own the Shopify tech stack, including evaluating and managing apps and tools that improve conversion, retention, and customer experience

Email & SMS

• Own the full Klaviyo strategy across flows, campaigns, segmentation, and list growth
• Build and optimize core automated flows: welcome series, abandoned cart, post-purchase, win-back, churn prevention, VIP, and re-engagement
• Plan and execute a monthly campaign calendar aligned with product launches, promotions, and seasonal moments
• Run continuous A/B tests on subject lines, send times, content, and offers to improve open rate, click rate, and revenue per recipient
• Manage and grow the SMS channel alongside email, including opt-in growth strategies and compliant messaging practices
• Segment the list intelligently by purchase history, subscription status, product affinity, and lifecycle stage

Brand & Content Marketing

• Oversee content marketing and SEO strategy across blog, email nurture, and on-site educational content
• Ensure brand voice and positioning remain consistent across all owned channels
• Partner with the Creative Director to develop content that builds trust with parents, caregivers, and health-conscious consumers
• Support new product launches with go-to-market content strategies across owned and earned channels
• Monitor brand health (reviews, sentiment, community feedback) and surface insights to the founders

Cross-Functional Leadership

• Work closely with the Growth Marketing Manager to execute campaigns and drive day-to-day channel performance
• Partner with the Customer Service Director to align lifecycle marketing with customer experience and retention programs
• Collaborate with the Creative Director to ensure growth-related creative is on-brand, conversion-focused, and produced on time
• Lead a regular growth meeting cadence across stakeholders, sharing wins, flagging blockers, and aligning on priorities

Analytics, Reporting & Growth Ops

• Own the regular revenue flash and growth report across DTC revenue, email/SMS performance, subscription metrics, and channel attribution
• Run structured experiments across the funnel (landing pages, email offers, checkout flows, and subscription incentives) with clear hypotheses and readouts

Key Ownership Metrics

• DTC Shopify revenue
• DTC subscriber retention, LTV, and churn rate
• Email and SMS revenue and revenue per recipient
• Conversion rate and AOV
• Repeat purchase rate
• Blended CAC, in close partnership with media buying
• Organic traffic and SEO growth

What We're Looking For

• 3+ years in growth, lifecycle, or DTC marketing with demonstrated ownership of revenue outcomes
• Deep hands-on expertise in Shopify and Klaviyo
• Experience owning and scaling a subscription program (Loop, Recharge, or similar)
• Proven track record of scaling a DTC brand from $1M to $10M+ in annual revenue
• Strong analytical mindset, comfortable owning dashboards, understanding attribution, and making decisions with data
• Excellent cross-functional collaborator across paid media, social media, creative, customer, and ops teams
• Strong writer and communicator who can brief a creative team and present growth results to founders with clarity
• Proven ability to lead and align a team of marketing specialists toward a shared goal

Nice to Have

• Background in health, wellness, supplement, or pediatric nutrition verticals
• Experience with CRO and personalization tools (Intelligems, Rebuy, Post-Purchase Funnels)
• Experience building or managing an affiliate program