Job Title: Senior CRM Manager Location: London (Hybrid/Remote) PetLab Co. is the world leader in the DTC pet supplement market with 50%+ market share, 9-figure revenue, profitable and rapidly growing globally. We’re on the hunt for a commercially minded and data-obsessed CRM Manager who can take ownership of our UK and US lifecycle marketing programs. If you’re excited by owning the full customer journey – from onboarding to retention to reactivation – and thrive in a fast-paced, creative, high-growth environment, then this is the perfect opportunity for you. As our CRM Manager, you will be responsible for managing our full email and SMS marketing strategies across the customer lifecycle. You’ll work closely with acquisition, creative, data, and product teams to deliver highly segmented, timely, and impactful campaigns that drive improved engagement, retention, and LTV. What You’ll Be Doing: • Working with creative and content teams to brief, develop, and QA impactful lifecycle communications. • Segmenting and personalising content based on customer behaviour, preferences, and lifecycle stage. • Automating and optimising journeys, including onboarding/early retention, engagement, win-backs, and churn reduction. • Running structured A/B tests to improve performance across journeys, including subject lines, creative, and messaging. • Tracking automated flow and campaign performance, while also delivering in-depth analysis to optimise CRM strategy and drive future growth. • Partnering closely with Data & Analytics to surface insights and test hypotheses that improve key retention and LTV metrics. • Collaborating with the Paid Media and Product teams to align messaging across touchpoints and support new product launches and promotions. • Gaining a deep understanding of our customers, their pain points, and motivations to drive the implementation of new automated flows, boosting a range of business metrics. • Troubleshooting performance drops (e.g., drop in CTR, RPM) and investigating root causes quickly and independently. • Owning an integral part of our customer journey and being responsible for the strategy driving our business metrics. • Conducting retention and churn analysis, identifying key drivers, and implementing data-led improvements to enhance customer loyalty. Who Will You Report To? Hi, I’m Rachel, and I lead the CRM team here at PetLab Co. I’m looking for an experienced CRM Manager to help take our lifecycle marketing to the next level. Over the last few years, PetLab Co. has seen explosive growth – and CRM has been critical to that journey. As we continue to scale across markets and product lines, we're looking for someone who’s excited by the challenge of turning data into action and building a world-class customer experience through personalised, value-driven communication. You'll work closely with me and the wider CRM/marketing team to push our retention metrics higher through a mix of creative storytelling, customer segmentation, and performance analytics. If you're excited by working cross-functionally, moving fast, and making a tangible impact, I can't wait to meet you! Ideal Candidate Profile: You’re a performance-focused CRM marketer with strong experience in DTC and subscription-based businesses. You’re as comfortable building complex automated flows as you are crafting a compelling subject line. You thrive in a test-and-learn culture and have a deep understanding of customer segmentation, retention metrics, and LTV improvement strategies. You also bring creativity to your work, with an ability to write impactful copy and an eye for great design that resonates with customers. You are highly data literate, with the ability to extract and interpret data to inform decisions and troubleshoot performance shifts. You’re confident using data tools (Power BI, LookerStudio) and Excel to run retention and cohort analyses, and communicate insights with clarity. You bring structure and insight to complexity, and are energised by problem-solving in real time. You also have a keen interest in AI and how it can be harnessed to improve CRM performance and efficiency. Company Culture & Work Environment At PetLab Co. we operate in a highly collaborative and data-driven environment. We prioritise excellence, experimentation, and clear communication. You’ll be joining a team that: • Believes the best ideas win – regardless of title or tenure. Moves fast and embraces change as a core part of growth. • Maintains a flat structure where ideas are welcome from all levels. • Thrives on performance, autonomy, and accountability. • Has fun while delivering serious results for our customers (and their pets!). Responsibilities Breakdown: • 40% Strategy & Planning – Designing lifecycle campaigns, segmentation, and messaging plans. • 30% Execution & Automation – Building and managing flows, one-time sends, and cross-channel campaigns. • 20% Analysis & Optimisation – Reporting, A/B testing, and continuous improvement. • 10% Creative Collaboration – Briefing and working closely with the creative team on content development. Requirements: • 6+ years of experience in CRM, lifecycle, or retention marketing roles, with a proven track record of creating and implementing successful strategies to drive growth. • Deep experience with Klaviyo or equivalent ESPs, and experience with both new and emerging channels. • Demonstrable success driving retention and LTV in ecommerce or subscription businesses. • Proven ability to translate CRM performance data into actionable insights and guide decision-making. • Strong proficiency in lifetime value (LTV) calculations, customer segmentation (RFM), and cohort analysis. • Experience collaborating with creative and data teams to drive performance. • Confident troubleshooting performance drops (e.g., CTR, RPM) and identifying root causes quickly. • Experience conducting retention and churn analysis, identifying key drivers, and implementing data-led improvements to enhance customer loyalty. • Highly analytical, curious, and always looking to test, learn, and improve – including exploring how AI can enhance CRM strategies and workflows. • Experience managing or mentoring team members, with the ability to effectively guide an executive in day-to-day CRM operations. Benefits • Private Health Care through Vitality • Generous Annual Leave – 28 days + public and bank holidays • Help@Hand – Employee Assistance Programme Royal London Pension Scheme – Employer contribution of 5% • Enhanced Maternity / Paternity / Adoption Leave • Puppy Therapy – In partnership with Pawsin Work • Generous Learning and Development Budget • Free Breakfast, Fruits, and Snacks – In-office perks • Dog-Friendly Office • Life Assurance – 4x your basic salary • Gympass – Access to gyms, studios, and wellness apps • Electric Vehicle Scheme – Save 30-40% on EVs • Give Back Day – Paid volunteer day and £50 charity donation • Health Cash Benefit – Bronze package for healthcare cashback Diversity & Inclusion Statement PetLab Co. is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation, and we welcome passionate candidates from all backgrounds. Come join the family and see for yourself!