The Opportunity

Poppy & Peonies is looking for a strategic, customer-obsessed Director of Retention to own and evolve the full customer lifecycle across email, SMS, loyalty, and retention marketing. This is a high-impact leadership role where you’ll shape how we build long-term relationships with our community, increase customer lifetime value, and create thoughtful brand touchpoints that keep customers coming back. You’ll lead retention strategy across CRM channels while partnering closely with creative, ecommerce, and CX teams to deliver seamless customer experiences that feel deeply aligned with the Poppy & Peonies brand.

Lifecycle Marketing & CRM

• Own and evolve the retention marketing strategy across email, SMS, loyalty, referral, and post-purchase touchpoints

• Build and optimize customer lifecycle journeys from acquisition through repeat purchase, win-back, and VIP retention

• Develop segmentation strategies based on customer behavior, purchase patterns, engagement, and lifecycle stage

• Lead campaign planning and CRM calendar execution around launches, seasonal moments, and customer engagement initiatives

• Partner with creative teams to ensure all customer communications feel elevated, intentional, and aligned with the brand voice

• Drive strategies that increase repeat purchase rate, customer lifetime value, and long-term customer engagement

Email & SMS Marketing

• Own the performance and execution of all email and SMS campaigns and automated flows

• Develop and optimize journeys including welcome, browse abandonment, cart abandonment, post-purchase, replenishment, and win-back sequences

• Continuously test subject lines, messaging, creative, segmentation, and send strategies to improve engagement and conversion

• Monitor deliverability, list health, subscriber engagement, and platform performance

• Ensure campaigns are visually compelling, mobile-first, and customer-centric

Loyalty & Customer Engagement

• Lead the strategy and optimization of loyalty and referral programs to deepen customer connection and retention

• Identify opportunities to surprise and delight customers through thoughtful lifecycle moments and community-building initiatives

• Partner closely with CX teams to integrate customer insights and feedback into retention strategies

• Build initiatives that strengthen emotional affinity and long-term brand advocacy

Analytics & Optimization

• Own retention KPIs including repeat purchase rate, churn, retention rate, customer lifetime value, and CRM-attributed revenue

• Build dashboards and reporting frameworks that provide visibility into retention performance and customer trends

• Analyze customer behavior and campaign performance to identify opportunities for optimization and growth

• Champion a culture of experimentation and continuous improvement through A/B testing and iterative learning

Leadership & Cross-Functional Collaboration

• Collaborate closely with ecommerce, marketing, creative, CX, and operations teams to align retention strategies with broader business goals

• Represent the voice of the customer in leadership conversations and cross-functional planning

• Lead and mentor team members and external partners with clarity, curiosity, and accountability

• Foster a thoughtful, customer-first culture rooted in testing, learning, and long-term relationship building

What You Bring to the Table:

• Proven experience leading retention, CRM, or lifecycle marketing within a direct-to-consumer, retail, fashion, or lifestyle brand

• Deep expertise in email and SMS marketing strategy, automation, segmentation, and lifecycle management

• Hands-on experience with platforms such as Klaviyo, Attentive, Postscript, or similar CRM tools

• Strong understanding of customer psychology and retention marketing best practices

• Track record of improving retention, repeat purchase rate, and customer lifetime value

• Strong analytical mindset with the ability to translate customer data into actionable insights

• Experience managing agencies, freelancers, or external partners

• Highly organized and comfortable balancing strategy with execution in a fast-moving environment

• A builder mentality with excitement for ownership, experimentation, and scaling thoughtfully

• Clear communicator who collaborates effectively across creative, ecommerce, CX, and leadership teams

• Genuine interest in fashion, lifestyle, and community-driven brands

The Recruitment Process:

• Video screen with Niamh, Talent Advisor from Bloom
• Video Interview with Megan, Director of Finance and Business Operations of Poppy & Peonies
• Take Home Assignment 
• Second Video Interview with Natalie Dusome, Co-Founder of Poppy & Peonies
• Reference checks
• Offer
Applications will be accepted through the end of June. Candidates can expect to hear from us regarding next steps by June 15th.

Location

• We’re seeking an exceptional candidate based in the US or Canada who values the flexibility of remote work while embracing the excitement of in-person experiences.
• There will be occasional domestic and/or international travel for photoshoots, events, and team retreats. 

Salary and Total Rewards

• Annual Salary ranges from $150,000- $185,000 
• Performance bonus
• 3 weeks of paid vacation per year
• Health benefits coverage
• $250 annual period & menstrual budget
• $1,000 annual allowance towards Poppy & Peonies product 
• $400 home office setup allowance
All compensation and benefit amounts are reflected in local currency (CAD/USD) where applicable.
At Bloom, we see conversations around compensation as a continuous discussion. We encourage you to share your desired compensation early in the interview process, but we also understand that as you learn more about the role and the full benefits package, your expectations might evolve. Don't worry - there will be plenty of opportunities throughout the process to revisit and adjust those conversations if needed.