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Director, Retention | Poppy & Peonies
BloomRemote RoleSenior$150,000 - $185,000
Apply Bloom is a full-service workplace design consultancy, proudly supporting Poppy & Peonies in their search for a Director of Retention to join their dynamic team. As Talent Advisors, we serve as the bridge between our Bloom Partner and you throughout the recruitment process. At Bloom, we don’t rely on automated tools to sift through applications—every resume is carefully reviewed by a real person to ensure a fair and consistent interview process. If selected, you’ll join Poppy & Peonies directly as a valued member of their team. We’re excited to consider your application! Please note that applications will be accepted throughout the holiday season. Thank you for your patience and interest in this opportunity!
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Hi, I’m Natalie Dusome, Founder and CEO of Poppy & Peonies.
At Poppy & Peonies, we’re a fun and energetic brand that believes style and function should always go hand-in-hand. We’re passionate about creating practical pieces that make life a little easier and literally lighten the load.
Building Poppy & Peonies has been an incredible adventure. It all started when my daughter Poppy was born, and I found that my accessories no longer fit my new life as a mom. I needed bags with pockets and organization that looked cool but also had functionality. When I couldn’t find them, I decided to create them myself. And so, in 2015, Poppy & Peonies was born.
We’ve come a long way since then—from filling orders in my basement to appearing on Dragons’ Den, and now, expanding into new product categories and collaborating with exciting influencers and brands. It hasn’t always been smooth sailing, but thanks to our incredible community, we’ve never felt more loved and supported!
We believe in our responsibility to care for the environment and are passionate about preserving the health and welfare of our planet and the animals that live on it. That’s why all of our bags are made from high-quality vegan leather, and our entire product line is vegan, cruelty-free, and PETA-approved. We ship our products plastic-free and use a combination of recycled, compostable, and biodegradable materials to mitigate shipping waste. We are constantly looking for new ways to make our products and supply chain more sustainable, reducing our carbon footprint.
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
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:
Applications will be accepted through the end of June. Candidates can expect to hear from us regarding next steps by June 15th.
Location
Salary and Total Rewards
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.
Our Commitment to you.
Like Bloom, Poppy & Peonies is proud to be an equal opportunity workplace. We are committed to equitable employment practices and do not discriminate on the basis of race, colour, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or veteran status.We’re looking for motivated, compassionate people who are excited to contribute, grow with the team, and support the values that Poppy & Peonies believes in. Poppy & Peonies is committed to developing an inclusive, barrier-free recruitment process and work environment. Please inform us if you require any accommodation, and we will work with you to meet your accessibility needs. Requests for any accessibility-related assistance can be made to niamh@buildwithbloom.com.
We believe transparency matters, especially as technology evolves.
At Bloom, we may leverage AI as a supportive tool when developing role descriptions, interview questions, take home assignments, and interview guides, where appropriate, with the goal of improving clarity, consistency, and accessibility for candidates. However, we do not use AI to source, assess, screen, or interview candidates. Every application is reviewed by a human, every interview is conducted by a human, and all hiring decisions are made by people, not automated systems. Human judgment, care, and accountability are central to how we hire.
About Bloom
Bloom is a full-service workplace design consultancy representing Poppy & Peonies as they build their team. As Talent Advisors, we will be the liaison between our Bloom Partner and yourself during this recruitment process. We do not use fancy tech to search through resumes at Bloom; every resume is reviewed by a human to ensure that we attain a consistent and equitable interview process. You will directly join our client’s team if you are selected as the successful candidate. We look forward to seeing your application!
We believe transparency matters, especially as technology evolves.
At Bloom, we may leverage AI as a supportive tool when developing role descriptions, interview questions, take home assignments, and interview guides, where appropriate, with the goal of improving clarity, consistency, and accessibility for candidates. However, we do not use AI to source, assess, screen, or interview candidates. Every application is reviewed by a human, every interview is conducted by a human, and all hiring decisions are made by people, not automated systems. Human judgment, care, and accountability are central to how we hire.
About Bloom
Bloom is a full-service workplace design consultancy representing Poppy & Peonies as they build their team. As Talent Advisors, we will be the liaison between our Bloom Partner and yourself during this recruitment process. We do not use fancy tech to search through resumes at Bloom; every resume is reviewed by a human to ensure that we attain a consistent and equitable interview process. You will directly join our client’s team if you are selected as the successful candidate. We look forward to seeing your application!
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