CRM Executive

KatKin is the UKs leading fresh cat food brand a subscription-first vet-developed DTC business on a mission to transform the health of cats across the country. Were 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.

Youll 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. Youll 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. Youll be in Klaviyo every day.

Youll 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 youll be a co-owner of metrics such as customer retention repeat revenue and customer lifetime value. Youll 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

• 12 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 whats 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 youve 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 ( 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