KatKin is the UK's leading fresh cat food brand — a subscription-first, vet-developed DTC business on a mission to transform the health of cats across the country. We're a passionate, fast-moving team obsessed with our customers (and their cats), and we use data and personalisation to build relationships that keep subscribers for life.
This is a rare opportunity to get hands-on with CRM at a brand where retention is genuinely central to the growth strategy — not an afterthought.
You'll be the engine behind our day-to-day CRM execution — building and sending campaigns, maintaining our automated flows, and helping us communicate with our subscribers in a way that feels relevant, timely, and on-brand. You'll work directly with our Growth Retention Lead and Head of Retention & Product Strategy and sit at the intersection of data, creative, and customer experience.
This is a hands-on role. You’ll be in Klaviyo every day.
You’ll work across the full customer lifecycle — from acquisition and onboarding through to retention, churn prevention, and winback.
As part of the Retention & Product Strategy team, you’ll be a co-owner of metrics such as customer retention, repeat revenue, and customer lifetime value. You’ll have a large opportunity to shape business decisions based on CRM tests and learnings.
This role is designed to grow into a more strategic Retention position as the function scales.
Email & SMS (Primary)
Build, QA, and deploy email and SMS campaigns end-to-end in Klaviyo — from briefing creative through to scheduling and send
Own the weekly and monthly campaign calendar, coordinating with creative and trading teams to keep BAU and promotional activity on track
Maintain and improve automated flows: welcome series, post-first-box, subscription health, pause/cancel save, win-back, and reactivation
Execute personalisation/segmentation strategies, ensuring the right message reaches the right subscriber at the right time
Rigorously proof every send — copy, design, dynamic content, links, rendering across devices
Direct Mail
Support the execution of direct mail campaigns, working with external suppliers on briefing, targeting, and despatch logistics
Track response rates and feed learnings back into the broader retention strategy
Performance & Optimisation
Own CRM reporting, turning performance data into clear insights and actionable recommendations
Run structured A/B tests (subject lines, send times, content) and document learnings clearly
Flag anomalies and surface insights to the team; bring a curious, analytical mindset to everything
Continuously improve CRM processes to increase speed, accuracy, and scalability
Cross-functional
Work closely with creative to brief and deliver campaign assets on time
Collaborate with the product and data teams to ensure segments stay accurate and customer data flows cleanly
Stay close to the subscription experience — understanding the customer lifecycle deeply so communications always feel relevant
Surface insights that inform wider product, CX, and retention strategy decisions
1–2 years of hands-on CRM or email marketing experience, ideally at a DTC, subscription, or e-commerce brand
Strong attention to detail; you catch errors before they go out the door
Comfortable with data - you can interrogate campaign reports, spot what's working, and articulate why
Clear written communicator; you understand what makes a good email
Creative mindset - keen to bring exciting and innovative ideas to the table
Excited about exploring AI, and keen to investigate how we can use AI to improve the success of our CRM initiatives
Practical Klaviyo experience — you've built flows and campaigns yourself, not just managed agency relationships
Experience with SMS platforms (Twilio, Attentive, Postscript, or similar)
Exposure to subscription businesses and lifecycle marketing specifically
Familiarity with direct mail execution
Experience with Shopify or similar e-commerce environments
Experience with analytics tools (e.g. Looker, GA, etc.)
Competitive salary (£35,000-£45,000 depending on experience)
A high-ownership, high-learning environment - CRM is a core growth lever here, not a support function
Career development: a clear path toward CRM Manager as the function grows
No egos and a small close-knit team
Vibrant office in the heart of Shoreditch
25 days holiday every year, your birthday off + an extra day per year of service
1 day per week work from home
2 weeks per year work from anywhere
AXA Health Insurance, including dental
Enhanced parental leave
Fertility Leave
Salary sacrifice pension scheme
50% off a monthly KatKin subscription (your cat will thank you)
£500 new cat bonus
£800 personal development budget per year