Head of Retention - Cowshed

Head of Retention - Cowshed Build the retention function from scratch at one of Britain's most-loved bath and body brands 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. Department Growth & Performance Locations London Working Location Hybrid About Up Collective Founded by people just like you, we are a friendly space for ambitious marketers who want to achieve big things and help others do the same. Meet like-minded marketing mates in our vibrant community, find your dream job and become more confident in your role with our Start-Up Marketing Accelerator. Intrigued? Click the link to find out more