Head of CRM in London

At Butternut Box, we are 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 will 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.
• 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.
• 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!

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.

We operate a hybrid model: three days per week in the West London office (Monday, Wednesday and Thursday) and two days from home. This is non-negotiable, 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 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 bank holidays) and an additional day for every year of service.
• 5 paid 'paws' days per year to support learning and/or wellbeing.
• £500 personal learning & development budget.
• Butternut Box employee discount.
• Enhanced parental leave (52 weeks' maternity leave inclusive of 26 weeks fully paid and 6 weeks fully paid paternity/secondary leave).
• Best office ever.
• Cycle to work scheme.
• Pension with NEST.
• Private Medical Insurance with Axa.
• Private Dental Insurance with Bupa.
• Time off for fertility treatments and pregnancy loss.
• Paid sabbaticals for squad members with 5 or more years at Butternut.
• Discounted gym access through My Gym Discounts.
• Lots of office dogs.

A few things to note

Butternut Box is an equal opportunity employer and we value diversity and inclusion. We welcome people of different nationalities, backgrounds, experiences, abilities and perspectives.

As our business has grown so has our responsibility to our community, our planet and our business. We are not perfect, but we are committed to doing business the right way and continually improving our social and environmental performance.

We’re not afraid of putting extra weight on candidates from underrepresented groups. We want strong, diverse teams built from different backgrounds, experiences, and identities. We’re ready for the ongoing work that goes into building an inclusive, supportive place for you to do the best work of your career.