THE ROLE

We are seeking a data-driven, customer-obsessed VP, Retention to own the full customer lifecycle for AG1. Reporting to the Chief Growth Officer, you will own the retention strategy, lifecycle marketing, and subscriber experience for a DTC subscription business where revenue is recurring, making this a large lever for AG1. You will set and execute the strategy that keeps customers subscribed, growing in value, and moving across our expanding product portfolio.

This is a hands-on, quantitative role. You will run the subscription platform end-to-end, the member portal, subscription management experience, and cancel flow, and own lifecycle marketing across email, SMS, and direct mail, from onboarding through winback. You are as comfortable in cohort survival curves and LTV models as you are in the weeds of email and SMS performance data, and you build cross-sell and upgrade programs that move the number, not just the message. You will partner closely with external vendors and with internal stakeholders across Finance, DIT, Member Experience, Product, and Creative.

The successful candidate is a builder; someone who has scaled a retention team and an operating cadence, and who brings the analytical rigor and creative judgment to treat retention as a brand experience.

WHAT YOU'LL DO

• Own retention strategy and the churn-reduction roadmap: cancel-driver diagnosis, save flows, pause/skip mechanics, dunning, and winback programs across the subscriber base.
• Run the subscription platform, member portal, and subscription management experience, including the design and continuous improvement of the cancel flow.
• Own lifecycle marketing end-to-end - email, SMS, and direct mail - across onboarding, habit formation, cross-sell/upgrade, and re-engagement, including calendar, segmentation, creative direction, and testing velocity.
• Build and run cross-sell and upgrade programs across AG1, with attach-rate and LTV targets.
• Own the retention P&L: cohort survival curves, LTV, rebill revenue, and monthly retention forecasting, in partnership with Finance and Data.
• Personally deep-dive into email and lifecycle performance data at the segment, campaign, and cohort level to find the next point of lift, not just review it on a dashboard.
• Manage relationships with external vendors and agency partners who support the retention engine.
• Build and lead a high-performing team.
• Partner closely with internal stakeholders Member Experience, Data Analytics, Finance, Product, and Creative to align retention with our AG1 broader growth strategy.

WHAT WE'RE LOOKING FOR

• 8-12+ years in retention, lifecycle, CRM, or subscription/membership marketing leadership, ideally at a business with a large recurring-revenue base.
• Background in e-commerce and/or subscription businesses strongly preferred.
• Proven, quantifiable churn-reduction results you can point to: cohorts, survival curves, and the specific interventions that moved them.
• Fluency in LTV modeling and retention economics; you make the investment case in cohort math, not channel anecdotes.
• Deep quantitative and analytical skills, with real comfort personally deep-diving into email and SMS performance numbers.
• Hands-on experience with a modern lifecycle stack (Braze, Iterable, Klaviyo, or equivalent) and experimentation platforms.
• Experience owning a subscription platform, member portal, or account experience, including cancel-flow design.
• Experience managing external vendor and agency relationships in a lifecycle/CRM context.
• Builder profile: you have scaled a retention team and operating cadence.
• Customer obsession with creative judgment retention at AG1 is a brand experience, not a discount ladder.
• Excellent cross-functional collaborator, comfortable partnering with Finance, Data, Product, Member Experience, and Creative.
• Bachelor's degree in business, marketing, or a related field.

WHAT'S IN IT FOR YOU?

• Competitive compensation and performance-based incentive plans.
• A 100% remote working environment (excluding Laboratory positions), which has been implemented from day one.
• A strong company culture that is enforced through the hiring process to ensure values alignment and a highly collaborative team.
• A mission-driven approach to everything that we do, with an overall goal to significantly improve our customers' health and wellness.
• A high-growth, dynamic environment with opportunities for your direct impact to be felt.
• Paid holidays, company-wide reset and reflect days, and unlimited PTO (based on your country of residence).
• In-person team meetups for optimal collaboration, team building and accelerating productivity.
• A work environment and culture that is based on high performance, productivity and continuous improvement.
• The opportunity to work with passionate, high-growth, business-minded colleagues who bring their all to our mission each and every day.
• Access to AG1 products and branded swag.
• Monthly telecom stipend to offset some of the costs of home internet/wifi for eligible team members.
• All other benefits and insurances as required by law, based on your specific country of residence.

AG1 is dedicated to providing equitable and competitive compensation & benefits packages. For this particular role, the base salary range is $200,000 - $250,000 and will ultimately be decided at the offer stage, based on an individual candidate's level of skills and experience aligned with the needs of this role. Base salary is one component of total compensation for this position. We provide a competitive mix of base salary, performance bonus, and stock option allocation for eligible roles.