Director of Retention, Petlab
$150-175k
+ Bonus
Senior and Expert level
Remote in US
More information about location
Food and supplements for pets
Open for applications
Food and supplements for pets
101-200 employees
HealthcareB2CRetailFoodPetsWellbeingeCommerce
Open for applications
$150-175k
+ Bonus
Senior and Expert level
Remote in US
More information about location
101-200 employees
HealthcareB2CRetailFoodPetsWellbeingeCommerce
Company mission
To maximise the health and well-being of every pet.
Role
Who you are
- The ideal candidate has a proven track record of innovating effective retention strategies, and either directly or with the team, executing the tactics that drive higher cross-sells, up-sells, re-purchases, re-activations, renewals and engagement, while minimizing customer churn
- You have in-depth digital retention experience across email, sms and app
- You’re a natural team leader who sees targets and holds everyone accountable to deliver
- You deftly collaborate across brand, acquisition, product, tech, etc. to drive execution
- You have a knack for innovating retention strategies that work across multiple channels
- You’re extremely data-driven and adept at monetizing high-value segments
- The ideal candidate has a digital-first background with heavy experience leveraging digital retention channels to drive LTV and engagement – email, SMS, web remarketing, push, in-app messaging, etc. – to deliver against specific P&L targets
- Ideally, you’ve also had significant exposure to offline retention channels, such as fulfillment boxes, direct mail, phone, etc
- You also have exposure leveraging loyalty programs to intrinsically drive LTV
- And you have a clear understanding of how to combine all the above strategies, tactics and channels to achieve a synergistic effect
- Most importantly, however, you have a proven, measurable track record of increasing LTV
- You can point to very specific initiatives you lead, from idea, to execution, to scaling them for ultimate success
- You think strategically and bring your own framework pinpointing how to elevate LTV in any situation with innovative ideas that drive results
- Lastly, you can toggle between leveraging your extremely effective hands-on skills to do what needs to get done with the ability to recruit, cultivate and hold accountable a high-performance retention team to deliver against their goals
- 7-10 Years in DTC Retention – Leading retention efforts, combining both hands-on individual efforts while directing and scaling a team to hit retention targets
- Data Driven – Extremely comfortable diving deep into analytics platforms, spreadsheets, etc., to detect patterns on which to capitalize while leveraging the latest in data science
- Think Fast, Move Fast – Energized by a high-velocity, high-growth entrepreneurial environment with lots of ambiguity wherein conditions can change rapidly
- Driven to Excellence – A natural end-to-end ownership mentality with a relentless inner drive to excellence that other people find energizing, inspiring and motivating
- Systems-Oriented – Strong organizational skills and with a knack for creating order out of chaos with highly organized systems and frameworks that deliver sustained success
- Exceptional Communicator – A perceptive listener who quickly synthesize info and can formulate a methodical action plan that can be clearly articulated verbally and in writing
What the job involves
- We’re searching for a performance-driven, hands-on head of retention to maximize customer LTV by unifying and optimizing our multi-channel retention / CRM efforts across web, email, sms, app, phone and direct mail
- This is your opportunity to drive rapid growth in LTV by leveraging all the best tools available
- To help drive LTV to the next level, we need to bring in a hands-on leader who 100% owns LTV and can synergistically integrate these initiatives, while also improving the strategies and tactics executed in each retention channel
- Our customers love their pets, and based on our strong baseline of retention KPIs, they also love our products, which is an incredible competitive advantage on which to capitalize
- You’ll be held accountable to the following retention leading and lagging KPIs that are a combination of “gas” and “breaks”
- Some of these may be revised and refined as you progress through your retention optimization efforts and focus your attention on different strategic objectives:
- LTV per New Customer – This is your primary KPI overall, but will also be broken down into LTV seasoning buckets that are tied to strategies, e.g. day 1, 5, 15, 30, 60, 90, 180, etc
- P&L Targets – Specific weekly, monthly, and quarterly retention P&L targets that are aligned on with senior leadership to help the company achieve its overall P&L objectives
- Churn Rate – Minimize the rate at which customers churn to maximize the time they stay on as repeat purchasing customers
- Subscription Renewal Rate – Increasing the average subscription length while also driving up intermediate renewal rates, e.g. 1st, 2nd, 3rd, 4th renewals
- Cross-sell Rate – Maximizing the rate at which customers purchase complementary cross-sells after initial acquisition
- Email / SMS Engagement Rates – Increasing click rates while holding unsubscribe rates in check to drive up average length of opt-in status
- Here’s an approximate breakdown of how you’ll spend your time:
- 25% on Analysis – Diving into campaign performance metrics across various retention channels to pinpoint actionable insights to inform strategy
- 25% on Strategy – Deciding new retention opportunities to launch, how to deploy them synergistically across multiple retention channels, and how to optimize each channel
- 25% on Execution – Hands-on execution wherever needed, whether configuring campaigns in interfaces, building creative briefs for the creative team, sourcing vendors, etc
- 25% on Team – Doing what’s needed to cultivate a high performing team - objectives are clearly articulated, expectations are set unambiguously, recruiting, training, etc
Our take
Petlab Co is a direct-to-consumer pet supplement company. Founded by serial entrepreneur brothers, Christopher and Andrew Masanto, it has become one of the fastest-growing pet company in the USA.
Petlab Co’s focus on environmentally friendly pet food and probiotic supplements had a built-in market already, and that community has grown exponentially through digital marketing prowess.
The company has expanded its global presence by launching in Canada & Europe, with support from HSBC UK. Petlab Co are now focused on growing their team and targeting new audiences.
Steph
Company Specialist
Insights
Some candidates hear
back within 2 weeks
18% employee growth in 12 months
Company
Company benefits
- Home Office Stipend
- Pet Friendly Office
- Collaborative Working Space
- Flexible working hours
- Company Equipment - You choose between a mac or a PC!
- Audible subscriptions - We love to promote and encourage personal & professional development so we couldn't be happier to pay for audio-books subscriptions of your choice on Amazon
- Employee Assistance Programme - We make sure our team is covered for a range of different circumstances personally and professionally, and have an employee assistance program that provides a complete support network of expert advice for the ultimate work/home life balance
- Pension Scheme - contributions towards your pension scheme!
- Cycle to work Scheme - Who doesn't love a brisk cycle into work! We have secure bike storage with a service lift and entrance dedicated to our wonderful cyclists
Company values
- Improve the lives of pets
- A commitment to quality
- Build loving communities
Company HQ
London, UK
Articles
Leadership
Christopher Masanto
(CEO)Currently Investor at Oura, Spiritual Gangster and Seed Health.
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