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About the Role

We are looking for a strategic, commercially-obsessed Head of Retention CRM to own the customer experience. This new role will transform our CRM function into a proactive, world-class lifecycle engine, leading a team of 4-5 to manage the end-to-end customer lifecycle across 10+ markets. You will architect our CRM strategy, optimize our tech stack, refine event-based journeys, and ensure every touchpoint maximizes ROI and customer delight, focusing on LTV, churn prevention, and commercial impact.

Responsibilities

Own the end-to-end CRM lifecycle strategy across onboarding, engagement, upsell, churn prevention, and re-onboarding.
Design and execute a CRM architecture that works seamlessly across international markets, ensuring quick delivery times and low incident rates.
Partner with Digital Product, Marketing, and Customer Love to integrate CRM into the wider customer experience.
Be directly responsible for revenue-impacting KPIs: retention rates, churn deflection performance, and engagement.
Help define how lifecycle CRM is measured and attributed, and how competing initiatives can be prioritized.
Manage CRM vendor relationships, renegotiate contracts, and explore new options to increase ROI.
Lead a team of 4.
Inspire and elevate the team, helping them hit objectives while fostering a culture of innovation and accountability.

Requirements

Strong experience managing CRM programs and teams across 5+ markets and languages.
Significant experience designing and executing customer journeys.
Deep experience in a high-growth subscription or high purchase frequency e-commerce environment.
Understanding of 'habit formation' required to retain customers.
Ability to think in terms of P&L, fluency in retention curves, LTV, discount economics, and subscription churn.
Comfortable building business cases and making ROI-driven trade-offs.
Experience running a function with more inbound requests than capacity, with assertive prioritization skills.
Ability to find the 'so what' in data, comfortable with test vs control, cohort analysis, and incrementality.
Ability to attribute impact in areas where it is not obvious.
Familiarity with modern CRM stacks and ability to partner with Engineering and Data teams.
Experience launching scalable templates and event schemas.
Experience with deliverability measurement.
People-first leadership style, enjoying coaching senior individual contributors and managers.
Humility to listen and assertiveness to push back on low-impact requests.
Love for dogs is mandatory.
Right to work in the UK.

Skills

CRM strategy
CRM architecture
Customer lifecycle management
Iterable
SMS marketing
Event-based journeys
LTV optimization
Churn prevention
Commercial impact analysis
Vendor management
People leadership
Coaching
Upskilling
D2C/Subscription models
E-commerce
Habit formation
P&L management
Retention curves
Discount economics
Subscription churn
Business case development
ROI analysis
Prioritization
Data analysis
Test vs control
Cohort analysis
Incrementality
Impact attribution
CRM technology stack
Engineering collaboration
Data team collaboration
Scalable templates
Event schemas
Deliverability measurement

Location

West London

Work Type

Hybrid
Full-time

Experience Level

Head of
Senior

Benefits

25 days holiday plus 8 bank holidays
Additional day of holiday for every year of service up to 5 years
5 paid 'paws' days off per year for learning, development, or wellbeing
£500 personal learning & development budget
Share options grant
Significant discount on Fresh food for personal dogs
Enhanced parental leave
Flexible core working hours
Cycle to work scheme
Pension with NEST
Private Medical Insurance with Vitality
Private Dental Insurance with Bupa
Paid time off for fertility treatments and pregnancy loss
Paid sabbaticals for employees with 5+ years of service
Discounted gym access through MyGymDiscounts
Office dogs

About the Company

We believe dogs deserve the healthiest, most natural and tastiest meals - with none of the nasties.
We make FRESHly prepared food, cooked like home-cooked meals and delivered direct to customers in perfect portions.
We are a B-Corp certified company, focused on sustainability and caring for our people, products, and the planet.
Our goal is to help dogs live healthier, happier, and longer lives.
Founded by Kev & Dave, we now feed hundreds of thousands of dogs across the UK and Europe and aim to feed dogs everywhere.

Equal Opportunity

We believe in a seat at the table for everyone.
Butternut Box is an equal opportunity employer.
We believe that to make the best food for all dogs, we need a team that represents all humans.
We celebrate different nationalities, backgrounds, experiences and perspectives.
We are specifically committed to increasing representation from underrepresented groups.
We want a strong, diverse team built from different identities and lived experiences.
We are dedicated to the ongoing work of building an inclusive, supportive place where you can do the best work of your career.