Brand: Bettervits

Location: UK (Remote)

Type: Full-Time

Start Date: ASAP

About Us

Bettervits is a fast-growing US & UK human nutrition brand with ambitions to become the category leader in wellness. Built on premium products, strong digital expertise, and a relentless focus on growth, we've built a substantial subscription customer base across our own website and third-party marketplaces.

Role Overview

We are seeking an experienced Head of Retention to lead the full post-purchase customer journey at Bettervits, with complete ownership of subscriber retention, customer lifetime value, and repeat revenue.

This is a senior, commercially driven leadership role for someone who has successfully scaled retention at a high-growth direct-to-consumer subscription brand and understands subscription economics inside out. You'll be responsible for developing and executing our retention strategy, reducing churn, maximizing customer value, and building a best-in-class subscription experience across Recharge, Klaviyo, and other retention channels.

We're looking for someone who combines strategic thinking with a hands-on approach to execution. You'll know how to identify the biggest opportunities within a subscription business, prioritize initiatives that deliver measurable financial impact, and build the systems, processes, and team required to drive sustainable growth. You'll be obsessed with the numbers, constantly challenging performance, and ultimately accountable for the metrics that matter: churn, retention curves, LTV, and repeat revenue.

What You'll Be Responsible For

• Own Bettervits' end-to-end retention strategy, setting clear targets and taking full commercial accountability for subscriber churn, retention by cohort, repeat purchase rate, customer lifetime value, and recurring revenue growth
• Lead the optimization of our Recharge subscription experience, developing strategies across cancellation flows, pause, skip, swap and downgrade options, save offers, upgrades to larger sizes and bundles, prepaid plans, and subscription pricing to maximize retention and customer value
• Oversee our lifecycle email and SMS strategy in Klaviyo, ensuring sophisticated segmentation, automation, and personalization across onboarding, customer education, replenishment, cross-sell, upsell, loyalty, and win-back journeys
• Develop and execute initiatives to reduce both voluntary and involuntary churn, including failed-payment recovery, dunning strategies, proactive churn prevention, customer engagement, and improvements to the overall subscription experience
• Establish a rigorous testing and optimization framework across retention offers, messaging, pricing, subscription structures, and customer journeys, prioritizing initiatives based on measurable incremental revenue, profitability, and long-term LTV impact
• Build and lead the retention function, managing internal resources and external partners while working closely with growth, product, customer service, data, and leadership to identify churn drivers, influence the wider customer experience, and deliver continuous improvements in retention performance

What We're Looking For

• Significant experience in senior CRM, retention, or lifecycle marketing roles within high-growth direct-to-consumer subscription businesses, ideally with direct ownership of retention strategy and commercial performance
• Deep expertise in Recharge or comparable subscription platforms, with a strong understanding of cancellation flows, retention mechanics, subscription pricing, customer portals, and the strategies that drive long-term subscriber value
• Advanced knowledge of Klaviyo or comparable email and SMS platforms, with proven experience developing sophisticated lifecycle strategies, segmentation, personalization, and automated programs that generate substantial incremental revenue
• A proven track record of materially reducing subscriber churn, improving customer lifetime value, and growing recurring revenue, with clear, quantifiable examples of the commercial impact you've delivered
• Exceptional commercial and analytical capabilities, including a deep understanding of subscription unit economics, cohort analysis, contribution margins, LTV, retention forecasting, and the ability to identify and prioritize the highest-impact growth opportunities
• A proactive, entrepreneurial leadership style, combining strategic vision with strong execution skills, the ability to build and manage high-performing teams, and a willingness to get hands-on when required to deliver results quickly

Bonus

• Previous experience within health, pet health, supplements, or other health and wellness categories
• Experience with Shopify, ShopifyQL, and customer data from Amazon Subscribe & Save
• Experience developing and scaling loyalty, referral, or VIP programs for subscription customers
• Experience leading subscription pricing tests, prepaid plan strategies, bundling initiatives, and upsell programs to increase customer lifetime value
• Familiarity with UK and US subscription and auto-renewal regulations, including best practices for compliant subscription management and cancellation experiences
• Experience building and leading CRM or retention teams, managing agencies and external partners, and establishing reporting frameworks and performance targets

Why Join Us?

• Competitive compensation package with performance-based incentives
• Ownership of retention, one of the biggest growth levers in the business
• The opportunity to shape the subscription experience for tens of thousands of customers
• Autonomous working style with direct access to founders and decision-makers
• Fully remote role with a fast-moving, ambitious team
• Significant growth opportunities as we expand across DTC, marketplaces, and retail