Head of Retention CRM

We believe dogs deserve the healthiest, most natural and tastiest meals - with none of the nasties. That’s why we make FRESHly prepared food, cooked just like you would at home and delivered direct to our customers in perfect portions. As a B-Corp certified company, you’re joining a sustainable business that genuinely cares about our people, our products and our impact on the planet.

Our goal is simple: to help dogs live healthier, happier, and longer lives, while leaving humans smiling after every interaction.

We’ve come a long way since our co-founders (Kev & Dave), hand delivered the very first Butternut Box. Today, we feed hundreds of thousands of hungry dogs across the UK and Europe - but we won’t stop until we’re feeding dogs everywhere. To get there, we need a team of brilliant people who share that ambition to come and work for us.

Please note that this role will close on: 25th September 2026.

We are looking for a strategic, commercially-obsessed Head of Retention CRM to own the experience of our customers. This is a brand-new role designed to take our CRM function from a "reactive service" to a proactive, world-class lifecycle engine. Reporting to our Director of CRM & Commercial, you will lead a talented team of 4-5 to own the end-to-end customer lifecycle across 10+ markets.

You’ll be the architect of our CRM strategy - optimising our tech stack (we use Iterable and SMS at scale), refining our event-based journeys, and ensuring every touchpoint, from the first "hello" to a re-onboarding journey, is optimised for both RoI and customer delight lens. This role is not about open and click rates; it’s about LTV, churn prevention, and commercial impact.

What you’ll do:

• Lead the North Star: Own the end-to-end CRM lifecycle strategy across the active customer journey: onboarding, engagement, upsell, churn prevention and re-onboarding.
• Scale the Plumbing: Design and execute a CRM architecture that works seamlessly across international markets, ensuring quick delivery times and low incident rates.
• Break the Silos: Partner with Digital Product, Marketing, and Customer Love to ensure CRM is integrated into the wider customer experience, not just an island.
• Own the Numbers: You are directly responsible for revenue-impacting KPIs: retention rates, churn deflection performance, engagement.
• Prove&Prioritise: You’ll help define how lifecycle CRM is measured and attributed and how competing initiatives can be prioritised accordingly.
• CRM Vendor Management: Manage CRM vendor relationships, renegotiate contracts and explore new options to increase RoI.
• Manage the Managers: You’ll lead a team of 4.
• Coaching & Upskilling: Your goal is to inspire and elevate the team, helping them hit their objectives while fostering a culture of innovation and accountability.

• CRM Expert - You have strong experience managing CRM programmes and teams across 5+ markets and languages and across different remits
• Lifecycle Architect - Significant experience designing and executing customer journeys
• D2C/Subscription Expert: You have deep experience in a high-growth subscription or high purchase frequency ecommerce environment. You understand the "habit formation" required to keep customers coming back.
• Commercial Navigator: You think in terms of P&L. You're fluent in retention curves, LTV, discount economics and subscription churn, and you're comfortable building business cases and making ROI-driven trade-offs.
• Focused Prioritisation: You've run a function with far more inbound than capacity. You're assertive, you prioritise ruthlessly, and you have the humility to listen and the confidence to push back on low-impact requests.
• Analytical Rigour: You don't just report on data; you…