VIIA · 2 days ago
Director of Retention
United States
Full-time
Remote
Lead/Staff, Director/Executive
5+ years expVIIA is a fast-growing, DTC cannabis brand on a mission to revolutionize modern wellness. They are seeking a Director of Retention to own the customer lifecycle strategy, maximizing lifetime value and fostering customer loyalty through effective retention initiatives.
Responsibilities
Own the overall retention strategy to maximize LTV, repeat purchase rate, and subscription retention
Align retention initiatives with company growth targets and the promotional calendar
Prioritize retention projects and allocate resources across channels for maximum impact
Partner with acquisition, creative, and operations teams to deliver cohesive customer experiences
Build, lead, and mentor a high-performing retention team across Email/SMS, Loyalty, Subscription, and Customer Experience
Define clear roles, responsibilities, and KPIs for each team member
Oversee training, career development, and the retention of top creative and strategic talent
Ensure seamless cross-functional collaboration with data, creative, and operations teams
Oversee lifecycle flow strategy including welcome, abandon cart, post-purchase, replenishment, win-back, and VIP sequences
Ensure precise audience segmentation and targeting to deliver relevant messaging
Continuously improve flows through A/B testing, creative refreshes, and performance reviews
Own the structure and strategy for VIIA’s loyalty program, including points, tiers, rewards, and referral incentives
Drive loyalty program promotion and integration into marketing campaigns
Monitor program performance, optimize for engagement, and maximize profitability
Manage subscription offerings, perks, and pricing to increase retention
Oversee churn-prevention strategies including pause/downgrade flows and win-back offers
Ensure operational readiness for subscription fulfillment and inventory management
Lead initiatives to deliver educational content, product usage guidance, and customer support touchpoints
Implement strategies to generate reviews, referrals, and repeat purchases
Drive cross-sell and upsell opportunities through post-purchase communications
Implement systems to collect reviews, NPS scores, and customer satisfaction data
Analyze trends to identify opportunities for improvement in products, processes, and communications
Close the loop with customers by responding and sharing changes based on their feedback
Own retention KPIs including LTV, churn rate, repeat purchase rate, and subscription retention
Review performance data to inform decisions and identify opportunities
Deliver actionable reports to leadership with clear recommendations for improvement
Ensure all retention marketing follows cannabis industry regulations
Maintain best practices for data privacy, consent, and opt-out processes
Qualification
Required
5+ years leading retention and lifecycle marketing for a high-growth DTC eCommerce brand
Proven success improving LTV, subscription retention, and repeat purchase rates
Deep experience in email/SMS lifecycle marketing, loyalty programs, and subscription optimization
Strong analytical skills with the ability to translate data into action
Skilled at building and leading high-performance teams
Adept at balancing customer experience with revenue optimization
Comfortable operating in a fast-paced, test-and-iterate environment
Benefits
Performance-Based Bonuses Directly tied to LTV, retention, and subscription growth targets.
Flexible Work Environment Remote work with in-person leadership sessions in San Diego, CA.
Professional Growth Opportunity to shape the retention engine of a brand scaling from 7 to 8+ figures.
Comprehensive Benefits Health insurance, PTO, and standard benefits.
Company
VIIA
We are on a mission to help people enhance their everyday lives through the use of federally legal cannabis.
11-50 employees
Funding
Current Stage
Early StageLeadership Team
Max Mckendry
CEO & Founder
Company data provided by crunchbase