Director of Retention, PetLabCo.
£80-120k
+ Bonus
More information about location
Food and supplements for pets
Job no longer available
Food and supplements for pets
101-200 employees
Job no longer available
£80-120k
+ Bonus
More information about location
101-200 employees
Company mission
To deliver breakthrough pet health.
Role
Who you are
- The ideal candidate has a proven track record of innovating effective retention strategies, and either directly or with the team, executing the tactics that drive higher cross-sells, up-sells, re-purchases, re-activations, renewals and engagement, while minimizing customer churn
- You have in-depth digital retention experience across email, sms and app
- You’re a natural team leader who sets targets and holds everyone accountable to deliver
- You deftly collaborate across brand, acquisition, product, tech, etc. to drive execution
- You have a knack for innovating retention strategies that work across multiple channels
- You’re extremely data-driven and adept at monetizing high-value segments
- The ideal candidate has a digital-first background with heavy experience leveraging digital retention channels to drive LTV and engagement – email, SMS, web remarketing, push, in-app messaging, etc. – to deliver against specific P&L targets
- Ideally, you’ve also had significant exposure to offline retention channels, such as fulfillment boxes, direct mail, phone, etc
- You also have exposure leveraging loyalty programs to intrinsically drive LTV
- And you have a clear understanding of how to combine all the above strategies, tactics and channels to achieve a synergistic effect
- Most importantly, however, you have a proven, measurable track record of increasing LTV
- You can point to very specific initiatives you lead, from idea, to execution, to scaling them for ultimate success
- You think strategically and bring your own framework pinpointing how to elevate LTV in any situation with innovative ideas that drive results
- Lastly, you can toggle between leveraging your extremely effective hands-on skills to do what needs to get done with the ability to recruit, cultivate and hold accountable a high-performance retention team to deliver against their goals
- 7-10 Years in DTC Retention – Leading retention efforts, combining both hands-on individual efforts while directing and scaling a team to hit retention targets
- Data Driven – Extremely comfortable diving deep into analytics platforms, spreadsheets, etc., to detect patterns on which to capitalize while leveraging the latest in data science
- Think Fast, Move Fast – Energized by a high-velocity, high-growth entrepreneurial environment with lots of ambiguity wherein conditions can change rapidly
- Driven to Excellence – A natural end-to-end ownership mentality with a relentless inner drive to excellence that other people find energizing, inspiring and motivating
- Systems-Oriented – Strong organizational skills and with a knack for creating order out of chaos with highly organized systems and frameworks that deliver sustained success
- Exceptional Communicator – A perceptive listener who quickly synthesize info and can formulate a methodical action plan that can be clearly articulated verbally and in writing
What the job involves
- We’re searching for a performance-driven, hands-on head of retention to maximize customer LTV by unifying and optimizing our multi-channel retention / CRM efforts across web, email, sms, app, phone and direct mail
- This is your opportunity to drive rapid growth in LTV by leveraging all the best tools available
- And this is all done in the context of nurturing a brand-friendly customer journey that drives loyalty and WOM
- While we have LTV driving initiatives across email, SMS, phone and now direct mail, they are being managed individually
- To help drive LTV to the next level, we need to bring in a hands-on leader who 100% owns LTV and can synergistically integrate these initiatives, while also improving the strategies and tactics executed in each retention channel
- Our customers love their pets, and based on our strong baseline of retention KPIs, they also love our products, which is an incredible competitive advantage on which to capitalize
- You’ll be held accountable to the following retention leading and lagging KPIs that are a combination of “gas” and “breaks"
- Some of these may be revised and refined as you progress through your retention optimization efforts and focus your attention on different strategic objectives:
- LTV per New Customer – This is your primary KPI overall, but will also be broken down into LTV seasoning buckets that are tied to strategies, e.g. day 1, 5, 15, 30, 60, 90, 180, etc
- P&L Targets – Specific weekly, monthly, and quarterly retention P&L targets that are aligned on with senior leadership to help the company achieve its overall P&L objectives
- Churn Rate – Minimize the rate at which customers churn to maximize the time they stay on as repeat purchasing customers
- Subscription Renewal Rate – Increasing the average subscription length while also driving up intermediate renewal rates, e.g. 1st, 2nd, 3rd, 4th renewals
- Cross-sell Rate – Maximizing the rate at which customers purchase complementary cross-sells after initial acquisition
- Email / SMS Engagement Rates – Increasing click rates while holding unsubscribe rates in check to drive up average length of opt-in status
- Here’s an approximate breakdown of how you’ll spend your time:
- 25% on Analysis – Diving into campaign performance metrics across various retention channels to pinpoint actionable insights to inform strategy
- 25% on Strategy – Deciding new retention opportunities to launch, how to deploy them synergistically across multiple retention channels, and how to optimize each channel
- 25% on Execution – Hands-on execution wherever needed, whether configuring campaigns in interfaces, building creative briefs for the creative team, sourcing vendors, etc
- 25% on Team – Doing what’s needed to cultivate a high performing team - objectives are clearly articulated, expectations are set unambiguously, recruiting, training, etc
Our take
Pet care has evolved rapidly over the past decade, with owners investing more in preventative health and wellness for their fur friends. This shift has fuelled strong growth in the global pet supplements and nutraceuticals market, particularly for product targeting joint health, dental care, digestion, and immunity.
PetLabCo. develops science-backed supplements designed to address common health issues ind ogs. The company was inspired by co-founder and co-CEO Chris Masanto, whose search for treatments for his dog's arthritis sparked an interest in better pet nutrition. Since then, PetLabCo. has built a direct-to-consumer brands across the US, Canada, and the UK, offering clinically informed products that support areas such as joint mobility, dental health, and digestion.
The company has grown rapidly too, scaling to more than $200M in annual revenue while building the operational systems needed to support international growth, including its use of Oracle NetSuite to streamline financial and inventory management. The company has also secured investment to accelerate research and development and expand into brick-and-mortar retail. So, with the pet wellness market continuing to grow, PetLabCo. is very well positioned to keep leading the pack.
Steph
Company Specialist at Welcome to the Jungle
Insights
18% employee growth in 12 months
Company
Company benefits
- Time OFF: We offer generous Annual Leave of 28 days + public and bank holidays.
- Private Healthcare: we offer private healthcare through our partner, Vitality.
- Give Back Day: An extra day off in the year to volunteer, plus a £50 contribution to your chosen charity.
- Pension Scheme: 5% contributions towards your pension scheme!
- Monthly Events: Monthly office and virtual events including our annual puppy therapy event with our partner, Paws in Work.
- Enhanced Maternity/Paternity/Adoption Leave: because time with new family members is important!
- Discount Vouchers & Gym Memberships: Get discounts at a whole range of retailers and gym memberships through our provider, Wellhub.
- Cycle2Work Scheme: Government initiative which offers a cost-effective way to buy new cycling equipment.
- Nursery Salary Sacrifice Scheme: A great way to save money on childcare through our partner, Enjoy Benefits.
- Copmpany Bonus: Paid out annually.
- Help@Hand: Employee Assistance Programme offering a range of health, life, money and wellbeing support.
- Pet friendly office!: Come and see for yourself...
Company HQ
City of London, London, UK
Leadership
Christopher Masanto
(Co-Founder & Co-CEO)Prior to co-founding PetLabCo. in 2019, Christopher founded Cel where he served as the CRO and Altitude Ads where he served as the CEO.
Stephanie Lee
(Co-CEO)Stephanie joined PetLabCo. in 2021 as COO, moving into the role of Co-CEO in 2023. Prior to this, she was a Chief Investment Officer at Pharmapacks, COO at Alpha Audiotronics, and an Associate at Wachtell, Lipton, Rosen & Katz.
Matt Davies
(Co-Founder & CMO)Matt is also the CMO at CoFoundant, a role he's held since 2017. Previously, he co-founded Gloriously Vegan.
Tony Morreale
(CFO)Prior to joining PetLabCo. in 2021, Tony was the CFO at La Fosse Associate and the COO (Finance & Operations) at YLD! and Hotwire Public Relations.
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