Senior CRM Manager, Petlab
Salary not provided
Excel
Power BI
Senior and Expert level
London
Remote from UK
Food and supplements for pets
Be an early applicant
Food and supplements for pets
101-200 employees
HealthcareB2CRetailFoodPetsWellbeingeCommerce
Be an early applicant
Salary not provided
Excel
Power BI
Senior and Expert level
London
Remote from UK
101-200 employees
HealthcareB2CRetailFoodPetsWellbeingeCommerce
Company mission
To maximise the health and well-being of every pet.
Role
Who you are
- 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
- 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
- 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
What the job involves
- 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
- 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!
- 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
Salary benchmarks
Our take
Petlab Co is a direct-to-consumer pet supplement company. Founded by serial entrepreneur brothers, Christopher and Andrew Masanto, it has become one of the fastest-growing pet company in the USA.
Petlab Co’s focus on environmentally friendly pet food and probiotic supplements had a built-in market already, and that community has grown exponentially through digital marketing prowess.
The company has expanded its global presence by launching in Canada & Europe, with support from HSBC UK. Petlab Co is now focused on growing its team and targeting new audiences. Its products continue to win international pet food awards like the dog dental care product of the year at the Pet Innovation Awards 2024.
Steph
Company Specialist at Welcome to the Jungle
Insights
18% employee growth in 12 months
Company
Company benefits
- Home Office Stipend
- Pet Friendly Office
- Collaborative Working Space
- Flexible working hours
- Company Equipment - You choose between a mac or a PC!
- Audible subscriptions - We love to promote and encourage personal & professional development so we couldn't be happier to pay for audio-books subscriptions of your choice on Amazon
- Employee Assistance Programme - We make sure our team is covered for a range of different circumstances personally and professionally, and have an employee assistance program that provides a complete support network of expert advice for the ultimate work/home life balance
- Pension Scheme - contributions towards your pension scheme!
- Cycle to work Scheme - Who doesn't love a brisk cycle into work! We have secure bike storage with a service lift and entrance dedicated to our wonderful cyclists
Company HQ
London, UK
Leadership
Christopher Masanto
(CEO & Co-Founder)Currently Investor at Oura, Spiritual Gangster and Seed Health.
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