Director of Retention & Monetisation

About the role

ImpactMost of our UK investment to date has gone into winning patients. This role owns what happens next — whether they stay, whether they grow, and whether the revenue they generate is actually profitable. You will own Repeat Contribution Margin for the UK: repeat revenue minus the variable cost to serve it, across Hims and Hers in weight-loss, hair, sexual health and TRT. It is a single number and it is yours. You'll report to the Managing Director, UK and sit alongside the two brand Directors of Growth, who own new patient acquisition.

• Own UK Repeat Contribution Margin — both halves: repeat revenue and the variable cost to serve, including retention-linked COGS. Commercial sets the P&L target and owns the model and guardrails; you choose the levers within it, build the plan, and land the number.
• Run the monetisation portfolio — expansion levers (cross-sell across conditions, service packages and premium tiers, Shop and physical add-ons, paid diagnostics for existing patients) and margin-protection levers (upsell to commit-and-save plans, titration and maintenance plans, cancellation saves, reactivation, loyalty). Decide where to invest, size the prize, and kill what isn't working.
• Own churn and save economics — cancellation saves, reactivation and win-back. Churn modelling and automated save offers are already in flight; your job is to turn that into a governed P&L lever and to prove incrementality rather than bank credit for patients who'd have returned anyway.
• Own the whole post-purchase journey — from activation through to lifetime. Where Proposition defines and builds a new offer for a core category, operational execution post-purchase hands off to you.
• Lead a condition-level retention team of four — a Head of Retention for weight-loss across both brands (with a Strategy & Ops Lead beneath them), plus S&O Leads for Hair/Sex and for TRT, the latter including activation ops from blood test to first order. Build the bench and raise the bar.
• Direct the central and shared functions without managing them — you decide and brief; CRM, Patient Support, Clinical Ops, Clinical Outcomes and Product build. You set the experience standard, approve the SLA and cost line, and hold each function to its impact. You will not set clinical protocol, and you will need to be effective without line authority.
• Surface, prioritise and win the product roadmap — turn retention friction into a prioritised requirement list with a business case, and pitch it to the MD against acquisition work that is easier to justify.

What good looks like. A first six months that delivers a Repeat Contribution Margin baseline everyone trusts, condition-level cost attribution phased in behind it, two or three monetisation levers live with clean reads, and a save programme that survives an incrementality test.

About you

Skills & experience

• You have 10-12 years of experience across D2C brands running P&Ls and owning commercial targets. 
• You've owned a repeat-revenue or contribution-margin number in a subscription or repeat-purchase consumer business — not influenced it, owned it. You can talk through the plan you set, what you got wrong, and what you'd do differently.
• You've built a monetisation portfolio, not just run retention campaigns. Pricing and packaging, upsell and cross-sell, plan structures, loyalty — you've decided what to build, sized it, and killed the ones that didn't earn their place.
• You are commercially and analytically rigorous on the cost side. You understand contribution margin properly, you've worked with imperfect cost attribution and made decisions anyway, and you hold a hard line on incrementality — including when a flattering headline number is on offer.
• You've delivered through functions you don't manage. CRM, support, ops, clinical, product. You know how to set a standard, agree an SLA, and hold people to impact using influence and evidence rather than reporting lines.
• You've led and built a small senior team — hired well, levelled honestly, and given people real ownership of sub-numbers.
• You operate at pace in ambiguity and bring your own point of view. This role has no playbook at Euc. You'll be expected to anchor the direction rather than wait for the MD or Commercial to set the agenda.

Nice to haves

• Healthcare, or another regulated, trust-based consumer category where what you can say and offer is genuinely constrained.
• Experience across more than one market — Germany mirrors this model as it matures, and weight-loss retention may become EMEA-wide.