At a Glance
- Tasks: Own and innovate Cowshed's retention strategy using Klaviyo and creative storytelling.
- Company: Cowshed, a premium British bath brand with a rich heritage.
- Benefits: Competitive salary, unlimited holiday, hybrid work, and private health cover.
- Other info: Direct access to senior leadership and opportunities for career growth.
- Why this job: Lead a vital function at a beloved brand and make a real impact.
- Qualifications: Experience in CRM, strong analytical skills, and a flair for premium storytelling.
The predicted salary is between 70000 - 85000 £ per year.
Cowshed has been loved since 1998. The bath brand that lives on the shelf of people with taste. British, fragrance‑led, unmistakably premium - and now entering its most exciting commercial chapter yet. We’ve relaunched. New products, new packaging, clearer brand world. What we’re building now is the engine to match.
The opportunity
We have a large mailing list. Decades‑loyal fans who’ve never been properly rewarded. A Klaviyo setup that’s barely scratched the surface. And a brand with the kind of character that makes for genuinely great CRM - if you know how to use it. We’re bringing retention fully in‑house!
The role
You’ll own the strategy and do the work - to start, this is an individual contributor. Klaviyo flows, lifecycle programmes, segmentation, copy, reporting. The brief is to move well beyond abandoned cart, turn a dormant list into a genuine asset, and build the kind of loyalty programme this brand’s customers actually deserve. Cowshed is a premium brand and the retention strategy needs to reflect that - editorially driven, brand‑building, and commercially sharp.
What you’ll actually do
- Own Klaviyo end to end - flows, campaigns, segments, testing, QA
- Clean, enrich and segment a rich contact database and unlock its commercial value
- Build the full lifecycle journey: welcome through to win‑back and VIP
- Develop a loyalty strategy worthy of customers who’ve been with the brand for decades
- Work with the creative team to tell the Cowshed story - not just sell the product
- Develop SMS from scratch, used selectively and with intention
- Build reporting that drives decisions, not dashboards
- Feed LTV insight back into acquisition so paid becomes more efficient over time
What we’re looking for
- Proven hands‑on CRM or lifecycle experience in a DTC brand
- Deep Klaviyo fluency - actually owns it day to day
- Strong analytical skills and commercial instincts around LTV, cohorts and repeat purchase
- A genuine feel for premium brand storytelling - you understand the difference between editorial and promotional
- Copy judgement to match. You know when something sounds like Cowshed and when it doesn’t
- Experience scaling a retention function, with an eye on building a small team over time
- Experience in‑housing retention from an agency? Even better
What this role isn’t
- A people management role in year one.
- A discount‑led trading role.
- A role for someone who needs a large team and perfect conditions before they can make progress.
- And if your background is purely subscription commerce, this probably isn’t the right fit.
What it actually is
A chance to own a function from day one at a brand with real equity, a genuinely engaged customer base, and headroom to grow. Direct access to senior leadership.
What you’ll get
- £70,000 - £85,000 DOE
- Unlimited paid holiday
- Hybrid working - 2 days in our Soho office
- Private health cover including optical and dental (Aviva)
- 30% discretionary bonus
- Enhanced maternity leave
- 15 days sick leave
- 2 weeks work‑from‑anywhere
- Birthday off, plus 2 'You Time' days
- 2.5 charity volunteering days
- Anniversary incentives and milestone rewards
- EAP and Myndup mental wellbeing support
Cowshed is an equal opportunities employer. We welcome applications from candidates of all backgrounds, identities and experiences.
Head of Retention - Cowshed in London employer: Up World
Cowshed is an exceptional employer, offering a unique opportunity to lead the retention strategy for a beloved premium brand in the heart of Soho. With a strong focus on employee well-being, including unlimited paid holiday and private health cover, Cowshed fosters a collaborative and creative work culture that encourages personal growth and innovation. Join us to make a meaningful impact while enjoying a range of benefits that reflect our commitment to our team and our loyal customers.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Retention - Cowshed in London
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Up World and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Up World are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Up World on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Up World. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of Retention - Cowshed in London
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Up World. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Up World:Show us that you’ve done your homework! In your application, briefly mention what you admire about Up World’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Up World
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Up World will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Up World, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
