Rick Johnston

WORK HISTORY

EDUCATION

ABOUT RICK JOHNSTON

You know retention is important—but if you\'re like most emerging DTC brands, you don’t have a system that consistently turns new customers into loyal ones. Instead, you’re relying on discounts, default flows, or generic templates that were never built for your customer journey. As you scale, repeat purchase rates stall, margins erode, and lifetime value plateaus. It’s easy to think the answer is better flows, prettier emails, or a few more discounts. But tactical fixes can’t solve a strategic problem: if your customer journey isn’t engineered to maximize LTV through retention, no amount of optimization will change the outcome. I help emerging DTC brands like yours build retention systems that: • Increase customer lifetime value • Improve retention and repurchase rates • Shorten lead-to-customer conversion timelines • Build sustainable, compounding growth beyond paid acquisition If you’re scaling and want to identify untapped opportunities in your retention strategy, DM me “AUDIT” and I’d be happy to help.