CRM & Retention Manager

Marleybones; Greater London; Hybrid; GBP 50,000 - 70,000; Full time

Benefits offered by this job

Dog-friendly office

Hybrid work model

London office 3 days a week

Job summary

Marleybones is seeking a hands-on CRM & Retention Manager to own lifecycle marketing in Klaviyo, handling email and SMS from welcome to ongoing retention. You’ll run the campaign engine, optimize flows, and own metrics like revenue per channel and churn.

This role is a builder position; you’ll ship campaigns weekly, segment audiences, test relentlessly, and collaborate with Brand, CX and Ecommerce to ensure every message feels warm, cheeky, and true to the Marleybones vibe.

Qualifications

• 2–4 years hands-on Klaviyo experience at a DTC ecommerce brand.
• Experience running SMS alongside email channels.
• Experience managing a busy, multi-send weekly calendar.
• Strong ability to test and analyse campaign performance.
• Comfortable with revenue attribution and reporting.

Responsibilities

• Run the campaign engine with 3–4 campaigns per week for various audiences.
• Own and optimise Klaviyo flows across email and SMS.
• Boost retention across the subscriber lifecycle.
• Grow add-on attach rate through targeted campaigns.
• Test regularly across both channels.
• Report on campaign and flow revenue and metrics.
• Be the voice of the customer by flagging friction with data.
• Collaborate cross-functionally with paid, organic, CX and retail.

Skills

Klaviyo

SMS campaigns

Campaign calendar management

A/B testing

Data-driven reporting

Copywriting

Canva design basics

Claude AI tooling

Tools

Klaviyo

Attentive

Canva

Claude AI

Job description

Woof! Welcome to Marleybones

Marleybones makes fresh dog food easy. We take the hassle out of frozen food by serving up gently cooked, nutritious meals made from real, high-quality ingredients. No freezer, no defrosting, no faff.

Our story started with one dog: Marley. Our founder Josephine couldn't find a food that was both genuinely fresh and genuinely easy. Everything was either frozen and fiddly, or processed and underwhelming. So she built one.

Today, that idea (real ingredients, cooked gently, kept in the cupboard) has grown into a fast-growing subscription brand with a loyal, tail-wagging community behind it. In fact, 98% of our customers tell us they're happy they switched.

We're a small, ambitious team that moves fast, backs each other, and takes our dogs' dinners (and our data) very seriously. We're also a proudly dog-friendly office, so if you join us, expect four-legged colleagues under the desks, the occasional squeaky toy meeting interruption, and zero judgement for talking about your dog in every meeting.

We're now looking for aCRM & Retention Managerto own our email and SMS programme — and fetch even better results from it.

The Role

As our CRM & Retention Manager, you'll own lifecycle marketing at Marleybones end to end — in Klaviyo, across email and SMS, from the first welcome message to a subscriber's hundredth box. You'll run the campaign engine, optimise the flows, and own the numbers that matter: retention across the whole subscriber lifetime (not just the first month), add-on attach rate, and the revenue your channel drives.

This is a hands-on, builder role with real ownership. You won't be briefing someone else to build flows — you'll be in Klaviyo yourself, shipping campaigns weekly, segmenting audiences, always testing, and digging into the data to work out what's actually working and why.

You'll report into our Head of Growth and work closely with Brand, Retention/CX and Ecommerce to make sure every email and text feels unmistakably us: warm, straightforward, a little cheeky, and always focused on the dog.

What You'll Be Doing

(in rough order of where your week goes)

• Run the campaign engine— 3–4 campaigns a week to non-subscriber audiences (our list, quiz completers, lapsed trialists, winback pool), plus a regular slate to active subscribers, where upsell and retention campaigns live — you'll shape that cadence through testing
• Own and optimise our Klaviyo flows across email and SMS— welcome, abandonment, onboarding, post-purchase, winback. SMS is live today and yours from day one
• Boost retention across the full subscriber lifecycle— the early weeks matter most, but your mandate runs the whole lifetime: engagement, replenishment and churn-risk campaigns to the active base, informed by our CX team's churn research
• Grow add-on attach rate— building the segments and campaigns that introduce treats, supplements and oils to the right dog parents at the right moment
• Test regularly, across both channels— testing isn't a one-off here; subject lines, send times, offers and flow structure should always have something live being tested
• Report on what matters— campaign and flow revenue, revenue per subscriber, attach, churn and reactivation — leading with evidence rather than instinct
• Be the voice of the customer— flagging subscription friction (editing orders, managing multiple dogs on one account) back to the team with data on what it costs us
• Work well beyond your own channel— partnering closely with paid, organic, CX and retail so CRM never operates in a silo

Are You Our Next Top Dog? (What You'll Bring)

Must haves:

• 2–4 years of hands-on Klaviyo experience at a DTC ecommerce brand — flows, segmentation and campaigns you built yourself, not briefed to an agency
• You've run SMS alongside email (Klaviyo SMS ideal; Attentive or similar works too)
• You've personally run a busy, multi-send weekly campaign calendar — copy through to ship — without dropping the lead
• Solid, proven experience running structured tests (subject lines, send times, offers, flows)
• Comfortable with numbers — you can read a campaign report, attribute revenue properly, and know what to do next
• Strong copywriting instinct — warm, human copy that still sounds like a real person
• A good design eye — comfortable in Canva (or similar) and able to make an email look clean and on-brand without a designer on call
• Confident using Claude (or similar AI tools) as part of your everyday workflow, from drafting copy to speeding up reporting
• Independent and agile, comfortable making decisions and adjusting quickly as priorities change

Nice to haves:

• Subscription experience (Skio or Recharge)
• Familiarity with pet, food, or health and wellness brands
• A dog of your own (not required, but let's be honest, it helps)

The Practical Stuff

• Hours:9am to 6pm
• Location:hybrid, with 3 days a week in our London office
• Team:you'll report into our Head of Growth, working closely with Brand, Retention/CX and Ecommerce
• A genuinely dog-friendly office. Bring yours in, or borrow one of ours for cuddles on a tough day
• A small, close-knit team where your work has real, visible impact, with no getting lost in a big org chart
• A brand people actually love, with real customer stories, real proof points, and a product we're proud to talk about
• A culture built on being warm, straightforward and honest, backed by data rather than just opinions
• The chance to properly own a channel and its numbers, rather than just managing a small slice of someone else's plan

Marleybones is an equal opportunity employer. We welcome applications from everyone, regardless of background, and we promise not to judge you for oversharing about your dog in the interview.