Head of CRM in London

A bit about the role. At Butternut Box, we’re on a mission to deliver health and happiness to dogs and their humans. To do that, we need our communication to be as personalised, thoughtful, and high-quality as our food. We are looking for a strategic, commercially-obsessed Head of CRM to join our team. This is a brand-new role designed to take our CRM function from a "reactive service" to a proactive, world-class growth engine. Reporting to our Director of Growth, you will lead a talented team of 8 (managing two high-performing managers) to own the end-to-end customer lifecycle across multiple 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 win-back campaign, is driven by ROI and customer delight. This isn’t just about open rates; it’s about LTV, churn prevention, and commercial impact.

What you’ll do

• Strategy & Architecture
  • Lead the North Star: Own the end-to-end CRM strategy across the entire lifecycle: pre-purchase, onboarding, retention, and reactivation.
  • 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.
• Commercial & Financial Ownership
  • Own the Numbers: You are directly responsible for revenue-impacting KPIs: conversion rates, retention feature adoption, acquisition and reactivation targets.
  • CRM Vendor Management: Manage CRM vendor relationships, renegotiate contracts and explore new options to increase RoI.
  • Experimentation: Build a rigorous testing culture. You’ll move the team toward a process-driven approach with clear impact on LTV and overall commercial performance.
• People Leadership
  • Manage the Managers: You’ll lead a team of 8, with 2-3 direct reports (including our CRM Managers and Leads).
  • Coaching & Upskilling: Your goal is to inspire and elevate the team, helping them hit their objectives while fostering a culture of innovation and accountability.

A bit about you

• CRM Expert - you have strong experience managing multi-market CRM programs and teams.
• 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 comfortable building business cases and making ROI-driven trade-offs.
• Analytical Rigour: You don’t just report on data; you find the "so what." You’re fluent in churn mechanics, cohort analysis, and incrementality.
• Tech-Savvy: You know your way around a modern CRM stack. You can partner effectively with Engineering and Data teams to ensure the right events are flowing into the right places.
• Empathetic Leader: You’re a "people first" leader who enjoys coaching senior individual contributors and managers. You have the humility to listen and the assertiveness to push back on low-impact requests.
• Dog Lover: It’s a plus if you have a furry friend at home, but a love for dogs is mandatory!

Our interview process

• Application review
• Initial call (45 minutes): Introductory chat with our Talent Partner
• Take home task: This will be sent to you via email and will be used to understand more about your technical skills.
• Skills interview (75 minutes): This will be a remote interview where the team will be assessing your skills and how they align to the requirements of our role. You will also get the opportunity to present your task.
• Behaviours interview (60 minutes): In person interview in our office in White City where you will meet with more squad members, who will be assessing your alignment to the behaviours required to be successful in this role.
• Leadership interviews (45 minutes): In person interview with someone in our Leadership team who will want to learn more about you, your skills, and alignment to behaviours for our role.

Logistics

This team works 3 days per week from our West London office (Monday, Wednesday and Thursday) and 2 days from home. This is non negotiable, so please only apply if you’re within a reasonable commute of London.

We reserve the right to close the position if we receive a lot of applications. We’re a small recruitment team so do bear with us - we aim to respond to all applicants personally.

We are unable to offer visa sponsorship for this role.

We are not looking for recruitment agency support for this role.

A bit about us

At Butternut, we put the food back into dog food. We believe dogs deserve to eat the healthiest, most natural and tastiest food with none of the nasties. That’s why we make freshly prepared dog food. Cooked like you would at home. Delivered in perfect portions. As a B-Corp certified company; you can be sure you are joining a sustainable company who care about our people, product and our impact on the environment. Our goal is to help dogs live healthier, happier and longer lives whilst leaving humans smiling after every interaction. We’ve come a long way since our co-founders (Kev & Dave) hand-delivered the first Butternut Box, we now feed a lot of dogs across the UK - but we want to feed dogs everywhere. And to do this, we need a team of brilliant people who share that ambition to come and work with us.

What we offer

25 days holiday (plus 8