Head of Retention | E-Commerce

Head of RetentionNominal - Arabic-Inspired Jewelry & Cultural BrandAbout Nominal:Nominal is a DTC jewelry brand rooted in Arabic heritage and Islamic faith, serving a predominantly Muslim, female audience. We're aiming for revenue growth via improving customer lifetime value and building a best-in-class retention engine. We're a lean, high-performing team that punches above our weight.Reports to: CMOLocation: Phoenix, AZ preferred (remote available for exceptional candidates)Job Summary:As Head of Retention at Nominal, you'll own everything that keeps customers coming back: email/SMS strategy, loyalty programs, post-purchase journeys, conversion optimization, and creative promotions. You'll manage our email/SMS agency, work with our CRO agency, and use data to turn one-time buyers into repeat customers. This role is for someone who's driven repeat purchase rate and LTV improvements at a $10M-$50M DTC brand and knows the playbook like they made it.Key Responsibilities:Retention & Lifecycle MarketingDrive 15%+ improvement in repeat purchase rate through loyalty optimization, segmentation, and targeted campaignsRevitalize our loyalty program and turn it into a measurable revenue driverBuild post-purchase flows, VIP nurture campaigns, and win-back sequences that increase LTVEmail/SMS StrategyOwn strategic direction of our email/SMS program (managed by agency); grow revenue and drive intentional promotions into those channelsGrow email list through lead capture optimization and creative list-building tacticsOptimize flows (welcome, cart abandon, post-purchase, win-back) and create exclusive promotions for subscribersCreative Promotions & OffersDesign flash sales and exclusive offers: SMS-only deals, app-early access, discount tiers, VIP perksBuild promotional calendar with CMO for product launches and cultural campaignsTest gamification, spend thresholds, and urgency tactics that drive conversions without cheapening the brandConversion & AOV OptimizationPartner with CRO agency to improve site conversion (currently ~2%) through testing and optimizationIncrease AOV by 10-15% via bundling, upsells, cross-sells, and checkout flow improvementsOptimize merchandising: move slow sellers to clearance, improve product presentation, reduce frictionCustomer Insights & AnalyticsUse data to understand what drives repeat purchases and what causes churnBuild dashboards tracking CAC, LTV, repeat rate, cohort performance, email/SMS revenueConduct customer research (surveys, reviews, interviews) to inform retention strategyAgency ManagementManage email/SMS agency (BAD Marketing), CRO agency (WeConvert), and upsell platform (OneclickUpsell)Set strategy, review performance, hold partners accountableKey Qualifications:Required:5-7+ years in DTC e-commerce, focused on retention, email/SMS, and lifecycle marketing at Shopify brands doing $10M-$50M+ revenueProven track record improving repeat purchase rate and driving significant email/SMS revenue growthExpert with Klaviyo, Attentive, Postscript, or similar email/SMS platformsExperience optimizing loyalty programs (Smile.io, Yotpo, LoyaltyLion, etc.)Strong on conversion optimization: built upsell funnels, tested bundling, optimized checkout flowsData-driven: comfortable with CAC, LTV, cohort analysis, TripleWhale, Shopify AnalyticsExperience managing agencies and getting results from external partnersBias toward action: test fast, kill what doesn't work, scale what doesBonus:Worked at jewelry, fashion, beauty, or lifestyle DTC brandsExperience with mobile app marketing and app-exclusive promotionsBackground with culturally meaningful or faith-based brandsWhat This Role Is Not:Not focused on paid media (we have an ad buyer for that)Not SEO or content marketingNot managing a large internal team (you'll work with agencies and our Marketing Ops Coordinator)If you're deeply interested in this role, please e-mail [email protected] with an intro and your resume. Subject Line "Head of Retention Application".