Senior Director of Retention, Lifecycle & CRM



Sales & Business Development
New York, NY, USA
Posted on Tuesday, April 30, 2024

ByHeart is an infant nutrition company built from the ground up to deliver real innovation on behalf of babies and parents. Our mission is simple: make the best formula in the world. That’s why we studied the latest breast milk science, worked directly with suppliers we know and trust, set uncompromising quality standards, developed our own small batch blending process, built our own manufacturing facilities, and conducted a groundbreaking clinical trial. Our goal is to create a future where all parents feel amazing about feeding their baby—no matter how they do it.

When we launched our Whole Nutrition Infant Formula in March 2022, we were the first new U.S infant formula manufacturer in 15 years. Since then, we’ve been leading the way in a lot of ways.


  • The only U.S.-made infant formula to use organic, grass-fed whole milk
  • The first and only U.S. infant formula company to add the two most abundant proteins found in breast milk—alpha-lac and lactoferrin—to our ingredients list
  • The first infant formula company to receive Clean Label Project’s Purity Award (and we test for 700 contaminants vs the required 400)
  • We ran the largest clinical trial by a new infant formula brand in 25 years—clinically proving our benefits vs a leading infant formula like:
    • Less spit up
    • Softer poops
    • Easier digestion
    • More efficient weight gain
    • Enhanced nutrient absorption
    • Longer stretches between nighttime feeds*

With >$250M in funding, we’re shifting the industry forward—and this is just the beginning. Help us build a future where all parents can feel amazing about feeding, by joining our growing team of >275 people that stretches across the country.

We're proud to offer competitive, family-first benefits, including but not limited to:

  1. Health insurance for the whole family: medical, dental, & vision insurance covered 100%, with 90% coverage for your family.
  2. Flexible paid time off: plus 12+ company holidays, and 2 floating holidays to use at your discretion!
  3. 16-weeks of fully-paid parental leave and new parent support: free 1-year supply of formula, cozy feeding suites, and paid pumping time.
  4. Up to 6% 401(k) Match to help you plan for your future.
  5. Company equity for every employee: because when we succeed, we succeed together!

Visit our site to learn more, and check out some recent press on ByHeart:

*based on data from infants at approximately 4 months of age

Role Description

Reports To: VP of E-Commerce

Location: New York City

Start Date: ASAP

As we aspire to build a best-in-class customer lifecycle marketing program, ByHeart is looking for a highly analytical, experienced, strategic and operational leader who will be responsible for leading the vision, ownership, and implementation of our customer lifecycle marketing, customer retention, and loyalty strategy.

As a key partner to the Sr. Director of Customer Acquisition, VP of Brand, and Director of Parent Experience, this person will oversee all our multi-channel retention marketing programs across email, push, SMS, direct mail, and inserts with the goal of maximizing customer lifetime value and driving loyalty and brand affinity while increasing NPS and CES scores. The key metrics this role will be responsible for tracking and improving include: building and improving the health of our prospect lists, increasing conversion rate from prospects to customers, improving product refill rates, reducing customer churn, and increasing engagement with our brand and communities while building a fanatical customer base.

The right candidate must have a track record of successfully defining and executing short-and long-term customer retention and lifecycle marketing roadmaps and have an entrepreneurial, customer-focused mindset that always seeks to understand customer behavior and improve the status quo. Finally, as with any start-up, we need a leader and a do-er; someone who can develop a strategy and delegate appropriately but also get in the weeds and execute programs, no matter how tactical.

This leader should be passionate about leading, mentoring, inspiring and collaborating with a team. ByHeart is building a culture where agility, humility, courage, energy, passion, enthusiasm, collaboration, integrity, and an unwavering commitment to succeed and win as a team is without compromise.

Role Responsibilities

  • Oversee and perform customer segmentation analytics (behavioral, attitudinal, demographic) and formulate a segmentation strategy within current customer base, in line with new customer segmentation output, and implement productive tactics to grow revenue and AOV through retention, cross-sell and win-back initiatives
  • Define and own goals, objectives, KPIs, and monthly budget and revenue forecasts, plus monitor & meet targets on monthly, quarterly and annual basis.
  • Develop robust measurement strategies – both at the campaign level – and at the customer segment level, to measure short-term and long-term impact of Retention and CRM strategies
  • Lead a rigorous testing strategy (A/B and multivariate tests) alongside the growth and digital product team to continually optimize all areas of the program, including identifying opportunities to better understand our customer segments and their lifecycle and behaviors through owned channels
  • Oversee, refine and manage the end-to-end engagement and promotional strategy for retained customer cohorts and drive execution in collaboration with cross functional teams
  • Own, lead, manage and enhance ByHeart’s loyalty program strategy, and collaborate with growth marketing and digital product team to support referral program, to reward and retain our highest-value and most loyal customers, focused on participation and upward migration
  • Lead all current owned marketing programs and initiatives to drive profitable sales and near-term incremental revenue while influencing longer term customer behavior
  • Own and lead the management of email, SMS, and overall contact lists – focusing on list health, growth, and engagement – while supporting acquisition and retention targets
  • Undertake a thorough customer journey mapping initiative and work with Digital Product, Brand Marketing, and Parent Experience teams to identify, understand and optimize key customer segments and layer on lifecycle marketing opportunities, leveraging UX journey mapping, LTV analysis, product innovation, and experimentation with emerging technologies to improve customer lifetime value
  • Direct and monitor promo, email, sms, and campaign calendars; and implement plan modifications to optimize performance and quickly address shortfalls when they occur
  • Partner and provide strong guidance to Digital Product and Content teams to define targeted content and campaigns that increase customer engagement and purchase frequency
  • Manage all retention marketing vendors, and as needed, onboard new third-party partnerships to enhance the end-to-end CRM marketing process across triggered, transactional, and ad-hoc campaigns
  • Ensure compliance with internal guidelines and best practices including CAN-SPAM and CCPA and similar, and help team manage resolution of issues as they arise
  • Support and collaborate on post-campaign testing/analysis, and iterate to maximize revenue contribution

Skills & Qualifications

  • 8+ years of retention marketing experience across areas including email, CRM, SMS, loyalty/rewards, push, direct mail, customer segmentation, and promotions in a B2C and subscription environment.
  • Strong analytical and problem-solving skills; comfortable leveraging large amounts of data to drive decisions and a passion for continuous testing and learning.
  • Expertise in building data models to support cohort-level LTV forecasting and identifying optimization opportunities.
  • Expert knowledge of Email / SMS / CRM / CDP as well as orchestration and reporting tools
  • Results-oriented with an exceptional track record of developing profitable retention marketing programs and meeting and exceeding performance & revenue goals
  • Strong leadership skills and a proven ability to manage high-performing teams and vendor relationships
  • Highly motivated with an entrepreneurial spirit and ability to work independently, while also able to build strong internal relationships and build consensus on critical initiatives
  • Excellent leadership skills and organizational savvy with a bias towards a high-collaboration, team-oriented, matrixed environment with proven success partnering with digital product, customer acquisition, brand and product marketing, creative, regulatory, commercial, and innovation teams
  • Ability to operate in a fast-paced environment, managing multiple projects simultaneously and prioritizing time and resources based on business impact
  • Passion for delighting and advocating for customers and an intimate understanding of how and when to influence customer behavior
  • Bachelor’s Degree required in Business Administration, Marketing, or related field. MBA preferred.

You will be eligible for a discretionary performance based annual cash bonus and to participate in our company’s equity program, plus our robust medical, dental, vision, retirement, and other benefits.

The minimum annual salary for this position is $195,000 and the maximum is $225,000. The salary range for performing this role outside of New York City will differ. Additionally, you will be eligible for a discretionary performance based annual cash bonus and to participate in our company’s equity program, plus our robust medical, dental, vision, retirement, and other benefits.

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.