Diem Doonan
Director, Member Retention & Dtc Strategy Subscription & Lifecycle Growth Revenue Optimization @Hall Family Wines
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WORK HISTORY
Director, Member Retention & Dtc Strategy Subscription & Lifecycle Growth Revenue Optimization @Hall Family Wines
Lead strategy and operations for a high-revenue direct-to-consumer membership business, driving growth, retention, and lifetime value across all tiers. Built and developed a high-performing team through structured coaching, accountability, and KPI-driven performance management.Design and execute acquisition and retention programs that improve renewal rates and deepen member engagement. Partner cross-functionally with Marketing, E-commerce, Finance, and Operations to align campaigns, product strategy, and fulfillment.Oversee the full membership lifecycle including forecasting, wine club releases, order processing, and compliance-driven shipping. Deliver data-driven insights and reporting to guide strategy and resource allocation.Lead system integrations and platform optimization (ERP, CRM, subscription tools), including UAT testing and process improvements. Manage financial performance including P&L review, commissions, and budgeting.Develop training programs, SOPs, and member experiences—including large-scale events and corporate programs—that drive loyalty, revenue, and operational excellence.
EDUCATION
California Culinary Academy
AOS, Le Cordon Bleu - Culinary Arts
SKILLS
ABOUT DIEM DOONAN
I specialize in turning customer relationships into long-term revenue growth. With over a decade of experience leading Direct-to-Consumer and subscription-based programs in a luxury environment, I focus on optimizing customer lifecycle, increasing retention, and driving measurable impact on revenue and customer lifetime value. My background sits at the intersection of strategy and execution—I’ve led cross-functional initiatives across marketing, eCommerce, fulfillment, and operations to deliver high-performing customer programs from concept through execution. I’m particularly passionate about understanding customer behavior and using data-driven insights to improve engagement, conversion, and long-term loyalty. What I do best: • Build and optimize customer lifecycle strategies that increase retention and LTV • Translate data and performance metrics into actionable business decisions • Lead cross-functional teams to execute high-impact DTC and subscription initiatives • Improve operational systems and processes to support scalable growth • Design customer experiences that balance brand, value, and revenue
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