IM8 is a next-generation health and longevity brand co-founded by David Beckham and Prenetics (NASDAQ: PRE), on a mission to make world-class nutritional science accessible to everyone. Launched in late 2024, IM8 grew Q1 2026 revenue nearly 6x year-over-year to $33.8M, and the company has raised full-year 2026 IM8 revenue guidance to $190M–$210M. Over 60% of revenue is generated outside the US. We ship to 43 countries, and our athlete partner roster includes David Beckham, Giannis Antetokounmpo, Aryna Sabalenka, Ollie Bearman, and Inter Miami CF.
We are built on science, not story — our flagship Daily Ultimate Essentials carries 90 active ingredients, we run randomized controlled trials on our products, and we hold a clinical-grade standard in a category notorious for shortcuts.
Our business is subscription at its core. Every basis point of NRR we add compounds — into LTV, into payback, into the ability to outspend everyone else on acquisition. Retention isn't a department at IM8. It is the model.
Why This Role Is Different
Most retention roles are about plugging holes in someone else's bucket. This one isn't.
IM8 has the rarest combination in DTC: a brand customers genuinely identify with, a product they actually feel working, a co-founder roster that drives organic demand, and a CEO who treats retention as the highest-leverage lever in the business. Our acquisition engine is firing. Our cohorts are strong. What we need now is an operator who can compound those cohorts into a generational consumer franchise.
For the right person, this is the most consequential retention seat in DTC supplements — and arguably one of the most consequential in consumer, full stop.
The Opportunity
We are looking for a Head of Retention to own IM8's global subscriber P&L — LTV, NRR, churn, win-back, lifecycle, loyalty, and the entire post-purchase experience. This is a hands-on, senior role for someone who lives at the intersection of data, behavioural science, AI, and brand.
You will own every touchpoint between the first purchase and the lifetime relationship: subscription mechanics, email, SMS, push, in-app, replenishment, win-back, loyalty, referral, community, and the cross-sell pathways that turn a single-SKU buyer into a multi-product subscriber. You will work with AI tooling and agentic workflows that didn't exist 18 months ago — and you will build the next ones.
Your mandate: take our NRR from where it is to category-defining. Extend our LTR to the point that our paid acquisition team can outbid anyone, anywhere.
What You'll Do
Subscriber P&L Ownership
• Own the metrics that matter: NRR, gross churn, voluntary vs. involuntary churn, reactivation rate, LTV, payback period, subscriber LTR.
• Move NRR materially up and to the right — through better onboarding, better subscription mechanics, better lifecycle, better win-back, and better products in the basket.
• Drive the monthly-to-quarterly-to-annual subscription migration. Build the offer architecture, the messaging, and the experience that earns the longer commitment.
• Reduce involuntary churn through best-in-class dunning, payment retry logic, and card-update flows.
• Build the cross-sell engine that turns Essentials subscribers into Longevity subscribers into Beckham Stack subscribers — and lifts ARPU without lifting CAC.
AI-Native Operating System
• Run a retention function where AI is embedded in everything: predictive churn modelling, LTV forecasting, personalised content generation at scale, dynamic offer engines, journey orchestration, and sentiment analysis on every cancellation reason.
• Deploy LLMs and generative tools (Claude, GPT, ElevenLabs, and whatever comes next) to produce hyper-personalised email, SMS, and on-site content — at a volume and quality no traditional CRM team can match.
• Build agentic workflows that automate the operational layer: campaign QA, audience building, journey diagnostics, weekly retention reporting, anomaly detection on cohort behaviour.
• Be the in-house authority on AI-native retention platforms — Klaviyo AI, Attentive AI, predictive churn engines — and extract performance most operators leave on the table.
Lifecycle & CRM Leadership
• Own the email, SMS, push, and in-app programmes end-to-end: strategy, segmentation, content, calendar, deliverability, and performance.
• Build a global lifecycle programme that adapts to 43 markets — language, regulatory, behavioural, and cultural — without losing brand coherence.
• Lead the lifecycle creative team — strategists, copywriters, designers — setting the brief, the bar, and the cadence. Pair human craft with AI velocity.
• Run a constant test-and-learn programme on subject lines, send times, offers, journeys, and segmentation logic. Every campaign teaches us something we put into the next one.
Subscription Experience & Community
• Own the subscriber experience end-to-end — onboarding, replenishment cadence, pause/skip/swap mechanics, account self-service, customer success, and offboarding.
• Partner with product and ops on the unboxing, packaging, and in-pack inserts that turn every shipment into a retention asset.
• Build the loyalty and referral programme that compounds — leveraging our athlete and Beckham partner ecosystem in ways no other supplement brand can match.
• Design and run the subscriber-only content, events, and access that make IM8 membership feel like membership.
Data, Measurement & Analytics
• Build the cohort analytics, attribution, and forecasting that lets the business plan LTV with confidence — and lets the acquisition team bid accordingly.
• Deliver weekly retention reporting, cohort diagnostics, and executive-ready insight. Be the source of truth for everything subscription.
• Partner with finance on LTR:CAC, payback, and cohort modelling that feeds the strategic plan and investor narrative.
• Run regular incrementality testing — prove what's actually moving the needle versus what's just correlated.
Cross-functional Collaboration
• Work shoulder-to-shoulder with Performance Marketing on cohort feedback loops, offer architecture, and LTV signals that improve acquisition decisions.
• Partner with Product on roadmap — which SKUs to launch, in what order, with what bundling logic, to maximise subscriber LTV.
• Manage agency, ESP, and platform relationships to a high bar.
What We're Looking For
Non-Negotiable
• Scale credentials. You have personally owned a subscription book of meaningful scale — minimum $50M ARR or 250,000+ active subscribers — or you have a clear, specific reason why this benchmark doesn't apply to your trajectory (e.g. you took a category-defining brand from 0 to material scale, ran retention for a high-LTV / low-volume premium book, etc.). If you can't make that case in a sentence, this isn't your role.
• AI-native. Not AI-curious. Not AI-aware. AI is already embedded in how you segment, personalise, predict, generate, and report. You can talk fluently about how you use LLMs, predictive models, and generative tools in your daily retention workflow — and you can show the output.
• Demonstrable retention impact. A specific, defensible track record of moving NRR, gross churn, or LTV by meaningful points — and the story of how you did it. Vague claims won't survive the interview.
• Hands-on platform depth. Deep, in-the-platform expertise across the modern retention stack: Klaviyo, Attentive (or equivalent), Recharge/Skio/Stay (or equivalent subscription engine), Shopify, and the data infrastructure that connects them.
• Subscription DTC fluency. You understand subscription mechanics in your bones — dunning, pause vs. cancel logic, monthly vs. quarterly vs. annual offer architecture, replenishment cadence, win-back economics.
• Creative leadership. You can manage a lifecycle creative team to a high-volume, high-quality output. You can brief a winning email, and you can spot a mediocre one in five seconds.
• Commercial instincts. Comfortable with cohort analysis, LTV modelling, payback math, and unit economics. You can defend your numbers to a CFO.
• Builder's mindset. Comfortable with ambiguity, fast decision-making, and shaping the playbook rather than inheriting one.
• Communication. You can move fluidly between a creative review, a cohort deep-dive, and an exec readout — and be the smartest person in each conversation.
• Location. Hong Kong preferred. Open to US or UK base for the right candidate, with regular travel to HK. Must be eligible to work in your home market.
Nice to Have
• Background in health, wellness, supplements, beauty, or premium lifestyle DTC.
• Experience scaling retention across multiple international markets.
• Loyalty programme design and execution at scale.
• Community, content, or membership-led retention experience.
• A clear point of view on where retention is heading in the next 24 months — and why most brands are getting it wrong.
You Must Be AI-Native
Active, fluent daily AI tool usage is mandatory, not optional. We expect you to be embedding AI into every workflow you touch on day one.
Beat Claude Challenge
Shortlisted candidates complete a role-specific assignment, scored against a baseline we generate using Claude — same data, blind review. To advance, your thinking needs to be better than what the best AI produces. Ties don't advance.
Want to stand out? Head to our GitHub repo and submit your Beat Claude challenge: https://github.com/Prenetics/beat-claude
