CRM Executive

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