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About the Role

We are seeking a data-driven Retention Marketing Manager to lead email-led retention strategies for our Accounting-as-a-Service division. This role involves reducing churn by developing and executing targeted email campaigns, from initial engagement to win-back flows, for a high-volume client base.

Responsibilities

• Own and continuously optimise the end-to-end email retention programme for the month-to-month subscriber base.
• Design, build and iterate save flows targeting subscribers at elevated churn risk, using behavioural and transactional signals to trigger timely interventions.
• Develop and maintain segmentation frameworks that reflect subscription tenure, engagement depth and cancel-intent indicators.
• Run a structured testing programme across subject lines, send cadence, offer mechanics, and message framing to improve save rates and reduce passive churn.
• Monitor and report on core retention email metrics: save rate, cancel deflection, reactivation rate, open-to-save conversion, and revenue retained.
• Partner with our Business Information Team to identify leading churn indicators and feed these into automated trigger logic.
• Collaborate with Director of Lifecycle Marketing and other stakeholders to ensure retention email activity is sequenced correctly and does not conflict with acquisition or engagement programmes.
• Work with the Legal Team to ensure all retention communications meet regulatory requirements.

Requirements

• Demonstrable experience managing retention email programmes within a high-volume monthly subscription-based environment.
• Hands-on experience building and executing email campaigns and automated journeys (e.g. HubSpot, Salesforce, Braze, etc.)
• Experience managing large customer bases (thousands of users/customers), ideally in subscription or SaaS models
• Strong analytical skills, with the ability to translate data into actionable retention strategies
• Experience segmenting audiences and personalising communications at scale
• Commercial mindset with a clear understanding of churn and retention
• Ability to operate independently and work cross-functionally with other departments

Skills

• Email Marketing
• Retention Marketing
• CRM
• Data Analysis
• Segmentation
• Personalization
• HubSpot
• Salesforce
• Braze

Location

• Hybrid

Work Type

• Hybrid

Experience Level

• Manager

Salary/Compensations

• £65,000 - £90,000

Benefits

• Comprehensive benefits package
• High-impact role with ownership of retention performance
• Real opportunities for progression as the business scales
• The chance to influence both customer experience and product development
• A culture that values ownership, impact, and continuous learning

About the Company

• 1st Formations empowers entrepreneurs to start, run, and grow their businesses with confidence by providing seamless, reliable, and intelligent company formation, compliance, accounting, and payroll services.
• We are a leading UK provider of company formation and compliance services, building a modern, fully integrated technology platform.
• Our platform brings together formation, compliance, accounting, payroll, and ongoing business support in one cohesive experience.
• We are a Certified B Corp and Carbon Neutral Business with strong momentum, clear direction, and real opportunity for progression.
• We have £18m annual revenue, including £9m ARR, have formed over 1 million companies, and are forecast to grow 5x–10x over the next three years.

Equal Opportunity

• 1st Formations is an equal opportunity employer and is committed to creating a diverse and inclusive workplace.
• We consider all applicants for employment without regard to race, colour, religion, sex, national origin, sexual orientation, age, citizenship, marital status, criminal history, disability, or gender identity.
• We encourage individuals from all backgrounds to apply.
• If you have a disability or special need that requires accommodation, please let us know.