Head of CRM & Lifecycle
Location: Remote. Europe is an advantage for overlap with the team, and our remote setup already works well with the US. We hire the strongest person and make the time zone work. Type: Full-time is the default, and we are open to four days or fractional for the right person.
About Kind Patches
Kind Patches is one of the fastest-growing wellness brands in the world.
In just a few years, we've grown from an idea into the world's largest wellness patch brand, with millions of customers across the US, UK, Europe, Australia and beyond.
Today you'll find us on our own websites, Amazon, TikTok Shop, and in some of the world's biggest retailers, including Target, Walmart, CVS, Superdrug and Boots, with more major retail partnerships launching every year.
We're building a modern consumer brand across ecommerce, retail, creators, social media and performance marketing. We move fast, test constantly and back people who take ownership. The best ideas come from execution, not endless meetings.
Our team is ambitious, entrepreneurial and genuinely enjoys building. Every week brings new product launches, new campaigns, new markets and new challenges. If you're looking for a role where you can make a real impact and help shape the future of a global brand, we'd love to hear from you.
The Role: Head of CRM & Lifecycle
Own CRM and the whole customer lifecycle, from the first message someone gets from us to their tenth order.
Our product is a consumable designed for repeat use, so the second order matters as much as the first and the tenth matters more than both. Retention is not a programme that sits next to the P&L here, it is the P&L. And because the same relationship starts before anyone has bought, this seat helps bring customers in as well as keep them. That makes it one of the few roles where one person moves the whole company.
What we have never had is one person who owns the lifecycle end to end and decides what it is for. That changes with you. You would set the strategy, build the thing, and own the number, with the founders behind you rather than above you.
The starting position is good. Klaviyo is live, we have a large and genuinely engaged customer base across seven markets, a creative engine producing content faster than most brands can use it, and years of purchase history sitting there waiting for someone to read it properly. There is real, uncomplicated upside in the flows, the segmentation and the loyalty side, and it is yours from week one.
This is not a coordination role. We are looking for a builder. Someone who can read the cohort data in the morning, redesign a customer journey at lunch, build the automation in Klaviyo in the afternoon, and sharpen the creative before the day ends.
What you will own
- CRM as a P&L line, not a calendar. You own the metric, you set the roadmap, and you decide what ships. Surviving subscriber rate is one of our three company-level metrics and it is yours to report.
- The whole lifecycle. Before the first purchase through to repeat, winback, reactivation and advocacy. What we say to a customer, when, and why.
- Your share of new customers. List and SMS growth, and the welcome and abandonment flows that turn someone who is interested into someone who has bought. First orders are on your scorecard, not only repeat ones.
- Referral and advocacy. Our best customers are our cheapest acquisition channel and nobody has built that properly yet. It sits naturally next to loyalty, so both are yours.
- Every channel we send on. Email, SMS, WhatsApp, push, and whatever comes next. Orchestrated as one conversation rather than four calendars.
- Loyalty. The programme is yours to design, launch and run, from the mechanic to the economics to the messaging around it.
- Segmentation and the customer data. Cohort analysis, LTV modelling, retention forecasting and customer health, built past basic RFM into something that actually drives the sends.
- The testing roadmap. A/B tests across flows, campaigns, messaging and loyalty mechanics, measured for incrementality rather than for attributed revenue.
- The content and the calendar for CRM. You write or direct the copy, and you work with our designers on the assets.
- The customer insight everyone else runs on. What you learn about why people buy, stay and leave goes back into acquisition, creative and product rather than staying in your dashboard.
- A team. A CRM person from day one, a dedicated email designer as we scale, and outside partners where they earn it.
- The operating model. What we build in-house, what we buy, and the standard we hold both to.
What you bring (the one thing we are strict about)
- You have owned CRM at a DTC brand and moved the number. Not managed a calendar, moved it. You can walk us through the base you took on, what you changed, and what it did to repeat rate and LTV.
- Klaviyo in your own hands. You have built the flows and the segments yourself, not reviewed someone else's deck about them.
- You are comfortable in the data. Cohorts, LTV, churn by acquisition source, which flows genuinely add revenue and which ones just claim it. You can answer why customers leave, not only how many.
- Strategy and execution in the same day. No layers, no handoffs, and no part of the job you consider beneath you.
- A let-us-go attitude. You are hungry, you move fast, and people want to build with you.
This role is probably for you if
- You have been the primary CRM owner at a DTC brand and the programme was recognisably yours.
- You have built Klaviyo programmes that generated real, defensible revenue.
- You enjoy the strategy and the building equally, and you are happiest when you can do both.
- You want to be judged on business results rather than on send volume.
Strong advantage
- Supplement, wellness or consumables DTC. Subscription economics, compliant claims and the way people actually buy and re-buy this category are not things we want to teach from scratch.
Nice to have (not required, we teach it)
- Multi-market or localisation experience, loyalty programme launches, subscription platforms, AI-assisted workflows in your day-to-day, German or Spanish alongside fluent English.
What success looks like
Repeat purchase rate up, LTV up, time to second purchase down, and surviving subscriber rate up as the headline. Alongside it, a bigger and more engaged list that produces first orders as well as repeat ones. One number reported by one person, with the contribution margin behind it visible rather than assumed.
Where this leads
This is a domain, not a channel. You start with CRM, the lifecycle and the loyalty programme, and it grows with what you prove, into the wider customer P&L with a team under you. We only hire A+ people. The founders have built and exited companies before, the team you would join has been through hypergrowth more than once, and you would be surrounded by people who have already done it.
Compensation
Competitive, and set to the person rather than to a band we wrote in advance. This seat sits on revenue we have already paid to acquire, so a small move in retention pays for it several times over. We pay for the craft.
How we hire (fast, and built around real work, not buzzwords)
- Apply, no cover letter. Your CV, and one line on the CRM number you are proudest of moving.
- A short video from you. If we like what we see, we send you a prompt and you record a few minutes back, unscripted. Something like a lifecycle programme you owned and the calls that moved it, or a flow of ours you would tear up and rebuild. It is quicker than another call and it tells us far more.
- A short call with our CEO to go through it.
- A real, anonymised Kind Patches challenge. A few hours of your work on our actual customer base, presented live to a founder and someone who knows the Klaviyo account.
- A short final conversation with the founders, and an offer. About a week, start to finish.