Retention Marketing Manager

Retention Marketing Manager

Company Overview

LUS Brands (“Love Ur Self”) is a Toronto-based DTC (direct-to-consumer) hair care brand that’s backed by Y Combinator, Sound Ventures, Comcast and other notable VCs and angel investors.

Since launching in 2017, we have shipped over 10 million bottles of our innovative hair care products to consumers with curly hair worldwide and earned thousands of 5-star reviews. Our mission is as simple as the products we create: to encourage people to genuinely love and accept themselves so that their unique beauty can shine through.

At LUS, success starts with the right mindset. We’re committed to bringing on individuals who see possibilities instead of limitations. We’re looking for team members who embrace growth, take ownership of their results, and view challenges as opportunities.

We value resilience, self-motivation, and the determination to turn a “no” into a “not yet.” You bring energy, lead with a growth mindset, trust in your ability to create opportunities, and take action to achieve your goals. If you’re passionate about growth, eager to learn, and driven to overcome challenges, we want to hear from you!

To learn more about us, visit ca.lusbrands.com

About the Role

Reporting into the Chief Digital Officer, the Retention Marketing Manager will lead all customer lifecycle and retention initiatives across email, SMS, loyalty, and subscription programs. This is a strategic and hands-on role, ideal for someone who loves turning insights into meaningful customer experiences—and who’s excited about helping our community stay engaged throughout their curl journey.

What You’ll Do

• Develop and execute the retention and lifecycle marketing strategy to increase repeat purchase rate, LTV, and long-term loyalty.
• Map out the consumer lifecycle journey and devise strategies to drive engagement and loyalty at every touch point
• Own our email/SMS calendar and creative briefing process for campaign materials
• Own and optimize email + SMS performance using personalized flows, targeted campaigns, and behavior-based segmentation.
• Create engaging messaging that aligns with the LUS voice—educational, empowering, and rooted in curl confidence.
• Manage our customer segmentation framework across curl types, purchase behaviors, and product usage.
• Oversee and evolve our loyalty and rewards program to drive enrollment and ongoing participation.
• Optimize the subscription experience to reduce churn and increase customer lifetime value.
• Test and expand into new lifecycle touchpoints & channels
• Collaborate with Creative, Performance Marketing, Product, and Customer Experience teams to ensure a unified, community-centric customer journey.
• Analyze retention KPIs and deliver insights that shape strategy (AOV, replenishment cycles, churn rate, repeat purchase behavior, etc.).
• Run testing frameworks (A/B tests, content experiments, segmentation tests) to improve customer engagement and conversions.
• Stay current on email/SMS compliance and best practices within DTC beauty and haircare.
• Develop monthly email forecasts for both revenue, channel KPIs and segment list growth

What You Bring

• 3–5+ years experience in retention, CRM, or lifecycle marketing—beauty, personal care, or DTC preferred.
• Proficiency with tools such as Klaviyo, Shopify, Yotpo, SKIO, or similar platforms.
• Proven success in customer engagement and retention tactics that increased customer LTV & lifecycle KPIs (reduced churn, increased order value and frequency)
• A strong analytical toolkit—you’re comfortable pulling data, interpreting insights, and making recommendations.
• Deep understanding of segmentation, automated flows, churn reduction strategies, and retention KPIs.
• A creative and empathetic approach to messaging—especially around textured hair care.
• Excellent communication and project management skills; experience collaborating across teams.
• Passion for curls and empowering people to embrace their natural texture is a bonus!

Why You’ll Love Working at LUS

• Be part of a mission-driven brand changing how people see and care for their curls.
• Creative, collaborative, inclusive team culture.
• Competitive salary + benefits + employee product perks.
• Opportunities for professional growth in a fast-scaling DTC brand.