Retention Manager, Curlsmith

Overview

Beauty & Wellness division empowers consumers with trusted products that support self-care, from salon-quality styling tools to wellness devices. This business unit includes Braun, PUR, Honeywell, Vicks, Hot Tools, Drybar, Curlsmith, and Revlon brands, and this role may support one or more of these brands.

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Retention Manager, Curlsmith

Marketing for Curlsmith

Boston, MA, Hybrid (work 3 days onsite)

At Helen of Troy, we embrace a flexible hybrid work model designed to support collaboration and productivity. For roles eligible for hybrid work, our standard schedule includes in-office collaboration from Tuesday through Thursday, with the option to work remotely on Mondays and Fridays. Any updates to this model will be communicated in advance. Schedule may vary based on business needs and manager expectations.

Creative & analytical with strong consumer insight and meticulous attention to detail, this role manages the key channels which communicate directly with Curlsmith’s consumers. Acting as a strategic driver of engagement and retention, the role has a strong dotted-line relationship with Organic Social, another critical direct communication channel. Focused on building 1st party data and audience engagement, drive frequency and value of repeat purchases.

Working closely with the DTC eCommerce team, broader marketing team, product reviews and customer service to build customer LTV.

• Own the customer retention strategy, including reporting and optimizing KPIs to drive customer lifetime value and reduce churn.
• Build a deep understanding of the customer base to improve segmentation, targeting, and personalization across all channels.
• Lead the delivery of a testing and optimization roadmap, partnering with internal teams and agencies to improve all customer touchpoints.
• Collaborate cross‑functionally with Marketing, Customer Service, Sales, and Product teams to scale automation opportunities and deploy winning strategies.
• Set objectives and execute initiatives related to product and service reviews, product Q&As, and NPS.
• Manage agencies to maximize ROI on tools, services, and performance oversight.

• Review and optimize the existing loyalty program and subscription scheme to maximize engagement and retention.
• Develop and manage email campaigns and automated flows, overseeing all content and campaign development.
• Collaborate with internal and external creative resources; strong copywriting skills are essential due to limited internal support.
• Work with the DTC team to ensure email/SMS initiatives deliver both commercial and engagement objectives.

• Create and implement annual strategies to grow loyalty and subscription programs beyond established targets.
• Leverage loyalty data to strengthen ’s differentiation and improve customer retention and lifetime value.
• Continuously enhance and optimize the subscription program for best-in-class performance and customer retention.

• Measure and report on channel performance metrics, list growth, and cohort performance.
• Manage weekly and monthly performance forecasts and KPIs.
• Partner with Customer Service to monitor consumer feedback (NPS) and fulfillment reporting, ensuring a superior customer experience.

• Partner closely with roles and teams across the Prestige Beauty portfolio to influence marketing strategies that align with shared DTC goals.
• Provide indirect leadership to Digital Experience team members, supporting best-in-class eCommerce customer experiences.
• Foster strong practices in time management, communication, and cross-functional teamwork.

• Strong…