Head of Customer Lifetime Value

Besque | Remote (UK) with periodic visits to Bingley, West Yorkshire

£70,000 to £90,000 base, plus 100%+ performance bonus

Permanent | Reports to the executive team

About Besque

Besque is a premium body care and wellness brand with Eastern heritage at its heart. We make our products ourselves in the UK, and we sell them primarily into the US through Shopify, Amazon, and TikTok Shop. Our customers love us, and they keep coming back: we have grown from 9,000 active subscribers in September 2025 to 47,000 today, and our Trustpilot sits at 5 stars across thousands of reviews.

We are a small, tight-knit team that moves fast, cares deeply about product quality, and genuinely enjoys working together. We invest in the people who come here, and we trust them to do great work.

Why this role matters

We are looking for a Head of Customer Lifetime Value to own the economics of every customer we bring through the door. Subscribers and one‑time purchasers, all of it.

This is a critical commercial hire for us, and we have built the role to reflect that. You will have the budget, the data infrastructure, and a bonus structure that pays properly when you move the numbers. If retention is the problem you love solving, this is a rare chance to do it with a brand that already has strong product love, genuine repeat behaviour, and real room to compound.

What you will own

• Lifetime revenue across subscribers and OTP customers, measured, modelled, and improved month on month
• Subscriber retention end to end: churn (voluntary and involuntary), cadence, skip/pause/cancel saves, and dunning
• OTP retention: post‑purchase flows, replenishment nudges, win‑back campaigns, and OTP‑to‑subscriber conversion
• The full lifecycle programme across email, SMS, and emerging channels, fully segmented and behaviour‑triggered
• Subscription take rate on PDPs, in close partnership with the growth and product teams
• Robust and diligent measurement of LTV:CAC by cohort and channel, with the rigour to defend every number
• The measurement framework: cohorts, retention curves, LTV projections, and clean revenue attribution you can stand behind

You will work hand in hand with our Lead Analytics Engineer on the BigQuery stack, and report into the exec team with genuine autonomy.

Who we are looking for

• A strong track record in a retention, lifecycle, or LTV role at a scaled DTC ecommerce brand
• A commercial brain: you think about retention as a revenue problem, not a CRM problem
• Hands‑on with Klaviyo, Attentive, or Braze, and a subscription tool like Recharge or Skio
• Comfortable with cohort analysis, retention modelling, and LTV projections. BigQuery or similar is a real plus
• Rigorous about A/B testing and measurement; you want to be right, not just busy
• A builder at heart, happy to strategise and ship in a fast‑scaling environment
• UK‑based and happy to visit Bingley periodically to spend time with the wider team

Category fit matters to us

We care a lot about the type of ecommerce you have worked in, because retention dynamics are not transferable across every category. Consumable, habit‑forming products behave very differently from one‑time big‑ticket purchases, and we want someone whose instincts are already tuned for the former.

Strong fit:

supplements and vitamins, skincare (serums, moisturisers, SPF), haircare, coffee and tea, pet food and pet supplements, aromatherapy and bath, lash and brow serums, nail care, water filters, functional drinks (electrolytes, adaptogens), hot sauce and condiments, meal or snack subscriptions, laundry and dishwasher, or similar.

Not a fit:

apparel, furniture and homewares, electronics and gadgets, jewellery and accessories, luggage and travel, the ecommerce arm of a bricks‑and‑mortar retailer, or similar. The unit economics and repurchase behaviour are too different from what we do.

What we offer

• £70,000 to £90,000 base depending on experience
• 100%+ performance bonus tied to lifetime revenue and retention outcomes
• Remote working, with periodic visits to our UK manufacturing and HQ site in Bingley
• The opportunity to work for one of the fastest‑growing DTC brands in the UK
• Real ownership over strategy, budget, and the people you need to deliver
• A warm, ambitious team that will back you

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