Fella and Jones
Head of Retention and Lifecycle
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Head of Retention & Lifecycle
Premium Wellness Brand
Up to £95,000 plus up to 20% bonus and benefits
Hybrid | UK & International Markets
Fella & Jones is partnering with a premium wellness brand growing rapidly across the UK and internationally. With an engaged customer base and an established subscription offering, the business is looking for a Head of Retention & Lifecycle to deepen customer relationships and drive long-term growth.
You will shape how customers engage with the brand beyond their first purchase, building a lifecycle strategy that strengthens loyalty, increases repeat spending and grows customer lifetime value. This is an opportunity to combine commercial ownership, customer insight and team leadership within an ambitious business.
The opportunity
Reporting to the Digital Director you’ll own retention and lifecycle performance across CRM, loyalty and membership. Leading your own team, you’ll influence commercial priorities and turn customer behaviour into programmes that deliver measurable revenue growth.
Your remit
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- Develop a retention and lifecycle strategy that increases repeat purchase, engagement and customer lifetime value.
- Create connected customer journeys, from first purchase and onboarding through to loyalty, renewal and reactivation.
- Lead CRM programmes across automated flows, segmentation, personalisation and email deliverability, using platforms such as Klaviyo, Braze or similar.
- Use customer insight and testing to identify opportunities, reduce churn and improve subscription retention.
- Develop loyalty and membership initiatives, using Antavo or similar platforms to reward engagement and encourage advocacy.
- Build forecasts and cohort reporting to track performance and inform commercial decisions.
- Partner with eCommerce, brand and customer service teams to strengthen the customer experience at every touchpoint.
- Work with the technology team to optimise the CRM and subscription technology stack, including platforms such as Recharge, Skio or similar.
- Coach and develop your team, setting clear priorities and accountability for results.
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About you
You’ll bring experience leading retention, CRM or lifecycle marketing within a consumer product business. You’ll understand how to turn customer engagement into commercial results, combining strategic thinking with the ability to build and optimise programmes yourself.
We’re looking for someone with:
- Strong, hands-on experience with Klaviyo, Braze or a comparable CRM and lifecycle platform.
- A track record of increasing retention, repeat purchase and customer value within a DTC brand.
- Experience managing subscription journeys, including onboarding, renewals and churn reduction, through Recharge, Skio or similar platforms.
- Experience developing loyalty or membership programmes, ideally using Antavo or a comparable platform.
- Commercial judgement and confidence using data to guide priorities.
- The ability to translate analysis into clear recommendations for senior stakeholders.
- Experience leading and developing a team.
- A proactive approach and the ability to move comfortably between strategy and delivery.
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