The Role
We are hiring a Head of Customer Lifetime Value to own and maximise the revenue we generate from every customer. This is a revenue focused role covering both one-time purchasers and subscribers. You will build the analytical frameworks to understand customer behavior and run the programmes that improve it. You will work closely alongside our Lead Analytics Engineer. You will report directly to the Exec team with significant autonomy.
About Besque
Besque is a fast-growing premium DTC beauty and wellness brand selling natural body oils, shower oils, hair, and face products. We manufacture in the UK and sell primarily into the US via Shopify, Amazon, and TikTok Shop.
Head of Customer Lifetime Value
Role title: Head of Customer Lifetime Value
Reports to: Executive team
Location: Remote (UK-based), occasional visits to Bingley, West Yorkshire
Contract: Permanent
Salary: £80,000 base + performance based bonus. All in compensation up to £220,000.
Core Responsibilities
- Own the strategy for maximising customer lifetime revenue across OTP and subscription cohorts
- Work with the Lead Analytics Engineer and maintain LTV models, cohort retention curves, and repurchase analysis using BigQuery
- Design the measurement framework for all retention and lifecycle initiatives with clear revenue attribution
- Own subscriber retention: churn reduction, cadence optimisation, skip/pause/cancel save flows, dunning, and involuntary churn
- Own OTP retention: post-purchase flows, replenishment nudges, win-back campaigns, and OTP-to-subscriber conversion
- Run the lifecycle marketing programme across email, SMS, and emerging channels with segmented, behaviour-triggered flows
- Partner with growth and product teams to improve subscription take rate on PDPs
- Leverage new SKU launches and cross-sell opportunities to improve retention and revenue per customer
- Produce regular reporting on lifetime revenue performance with insights and recommendations for leadership
Key Metrics
- Customer lifetime value (by cohort, channel, product)
- Subscriber monthly churn rate (voluntary and involuntary)
- Subscriber revenue per customer
- OTP 90-day and 180-day repurchase rate
- OTP-to-subscriber conversion rate
- Subscriber take rate on PDP
- Cancel save rate and skip/pause rate
- Lifecycle revenue attribution
Essential Requirements
- Proven track record in a retention, lifecycle, or LTV-focused role within ecommerce (DTC strongly preferred)
- Strong analytical capability: comfortable with cohort analysis, retention modelling, and LTV projections;
- Hands-on experience with lifecycle platforms (e.g. Klaviyo, Attentive, Braze) and subscription tools (e.g. Recharge, Skio)
- Commercial mindset: you think about retention as a revenue problem, not a CRM problem
- Experience designing and running A/B tests with rigorous measurement
- Comfortable in a fast-paced scaling environment where you build as well as strategise
- UK-based with willingness to visit Bingley periodically
Desirable
- Experience in beauty, wellness, or personal care
- Experience with BigQuery, Looker Studio, or similar BI tools
- Familiarity with paid media attribution, CDP platforms and customer data infrastructure
- Understanding of subscription economics and unit economics modelling