Manager, CRM & Conversion Optimization

Role Overview:

The Manager of CRM & Conversion Rate Optimization (CRO) will own the full customer lifecycle across all Basic Research DTC brands. This role is accountable for driving customer retention, subscription growth, lifetime value expansion, and sitewide conversion rate improvement through data-driven experimentation and personalized lifecycle programs. Reporting to the CGO, this leader will oversee CRM, email/SMS, onsite personalization, subscription optimization, and retention analytics to maximize revenue per customer and reduce churn.

This role will build a performance-driven lifecycle engine that ensures every customer receives the right message, at the right time, through the right channel—ultimately strengthening loyalty and accelerating profitable DTC growth.

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Key Responsibilities:

Lifecycle & CRM Strategy

• Own the end-to-end DTC customer lifecycle (acquisition onboarding engagement subscription win-back) across all brands.
  
Develop segmented, behavior-based lifecycle journeys that improve repeat purchase rate and LTV.

• Lead CRM strategy across email, SMS, and onsite experiences using Klaviyo and related tools.

Subscription Growth & Retention

Own the subscription P&L and strategy across Recharge and integrated systems.

Reduce churn through predictive modeling, targeted save flows, loyalty incentives, and tailored messaging.

• Improve subscriber onboarding, replenishment timing, upsell/cross-sell flows, and loyalty program integration.

Conversion Rate Optimization

Lead CRO roadmap across product pages, landing pages, checkout, and merchandising touchpoints.

Conduct structured A/B testing using analytics, heatmaps, user recordings, and hypothesis-driven experiments.

• Partner closely with E-Commerce, Creative, Content, and Web Dev to implement winning tests and design improvements.

Personalization & Customer Experience

Implement onsite personalization strategies (offers, product recommendations, content blocks, quiz logic).

Improve customer experience consistency across web, email, SMS, and Customer Support with coordinated messaging and triggers.

• Collaborate with Customer Support leadership to create proactive retention experiences and feedback loops.

Data, Insights & Reporting

Own lifecycle analytics, including repeat rate, cohort performance, LTV, churn, and subscription retention.

Build forecasting models that inform revenue planning, promo strategy, and retention investment.

• Provide insights to Product, Creative, E-Commerce, and Leadership to guide strategic decisions.

Cross-Functional Leadership

Partner with E-Commerce to ensure CRO tests integrate with UX improvements and web performance goals.

• Partner with Creative & Brand to maintain consistent messaging and high-performing content across lifecycle channels.


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  Partner with Operations and Supply Chain to ensure subscription cadence, inventory, and fulfillment are aligned.

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Qualifications & Experience:

Bachelor’s degree in Marketing, Business, Analytics, or related field. Advanced degree preferred.

2-5+ years in retention marketing, lifecycle marketing, CRM, or performance marketing.

Proven experience increasing LTV, improving retention, and reducing churn in a DTC or subscription-based brand, ideally in consumer health, wellness, or beauty.

Deep experience with CRM platforms (Klaviyo required), segmentation strategy, and lifecycle automation.

Strong expertise in CRO testing frameworks, A/B testing tools, analytics, and UX optimization.

Highly analytical with experience using Shopify Analytics, Google Analytics, and data visualization tools.

Experience working cross-functionally with web teams, designers, customer support, and operations.

• Strong communication and leadership skills, capable of influencing across teams and managing a high-impact roadmap.

• Passion for health, wellness, longevity, and empowering customers to live better.