Marketing Director - Acquisition & Retention

Driving growth through quality customer acquisition, retention, and building a distinctive Tails.com brand.

Changing the world of pet food for good

We’re Tails.com, a dog food subscription company with a big difference. We create truly tailored food for each and every dog we serve. We start by asking people a few simple questions about their dog. Then we use that information to create their dog’s unique Tails.com recipe – so their dog gets exactly the nutrition they need, in the taste they love, delivered to their door every month. It’s clever stuff.

We’ve got bold plans. Having created an entirely new category in pet food, we’re now scaling fast in the UK and Europe – backed by Purina, one of the world’s largest pet food companies. You’ll join a bunch of smart people working towards the same goals – and a bunch of smart-ish dogs, all working on their own thing.

Together, we’ll change the world of pet food for good.

Our team

We are a fast-growing DTC subscription business revolutionising the pet food category with tailored nutrition designed for each dog’s specific needs. Our mission is to help pets live healthier, happier lives with fresh, customized meals delivered straight to our customers' doors. As we scale, we are looking for an ambitious and commercially savvy Marketing Director to lead our growth and retention strategy end-to-end.

Build our brand

We’re building an international brand, fast. We set ambitious goals. Having been through the start up phase, we are now into the next chapter of building a brand with distinctive relevance, and sustainable growth through excellent media planning and execution.

Sound like a team you want to join? Here’s how you’ll make a difference:

The role

As Marketing Director, you will own and drive our full-funnel marketing strategy, leading both customer acquisition and retention efforts. You will be responsible for maximizing the lifetime value of our subscribers by efficiently acquiring new customers, improving conversion, working closely with teams who drive ARPO, and enhancing customer loyalty through world-class CRM and service. You'll lead and collaborate across performance and brand marketing, lifecycle marketing, customer experience, and analytics to drive sustainable growth.

You will be responsible for:

Leadership team contribution

• Contribute actively to development and delivery of 3yr company strategy

• Member of LT with shared responsibility for implementing company strategy through effective functional and cross-functional ways of working

Marketing strategy

• Lead overall marketing strategy, with responsibility for brand and performance metrics across the full funnel

• Drive evolution to full funnel marketing deploying brand and performance channels to deliver metrics

Marketing planning & implementation

• Oversee integrated investment planning and channel / audience strategy across paid, owned and earned media

• Partner with the Brand Director to ensure creative assets are building a valuable brand and enabling us to hit specific channel performance objectives

• Ensure we have appropriate attribution tools in place to understand impact of different channels/campaigns

Team leadership

• Demonstrate tails.com values

• Coach and develop team members

• Create a culture of high performance within Marketing team and in partnership with other key teams, inspiring with context and direction, setting ambitious but achievable expectations and holding your team to account for delivery

• Line manage Head of Performance Marketing, Head of Marketing Strategy & Investment, Head of CRM and Senior Research and Insights Manager

Deliver the metrics

• Set appropriately ambitious metrics for brand & performance and lead teams to take pre-emptive corrective action as needed to stay on or ahead of target

• Establish and maintain effective senior partnership with Commercial Finance and Data & Insights teams to implement proactive planning and performance tracking processes to drive high performance

The skills you’ll bring:

Marketing Expertise

• Proven breadth and depth of marketing experience gained across different sectors, marketing channels

• Demonstrated ability to drive a game changing marketing agenda in a high growth environment, marrying deep knowledge and understanding of current best practice along with an appetite to test and learn

• Appreciation of the symbiotic relationship between brand & marketing, able to partner effectively with Brand Director to ensure creative drives marketing effectiveness and builds the brand

• Ideally experience of moving a brand to full funnel marketing (has gone on the journey before and understands what is needed to deliver success)

Company Leadership

• A credible business leader who can represent marketing at a company level

• A clear and motivating communicator

Team Leadership

• Experience leading senior teams and driving a culture of high performance

• Highly effective delegation and leadership skills

Strategy and Planning

• Big picture thinking combined with high numeracy and analytical skills

• Able to get out of detail to drive longer term strategy and motivate team and wider business around that

• Ability to create clarity and prioritise the most important areas

What's in it for you?

• Competitive salary, reviewed annually

• Annual bonus, based on company performance

• Flexible core hours, giving you true work life balance

• Hybrid role to ensure this role works for you

• 25 days of holiday (excluding bank holidays) which increases over time to a max of 27 days

• 9/10 day working week to enhance your wellbeing without a reduction in pay and leave allowance

• Optional 5 days unpaid leave and 1 paid volunteer day each year

• When you need a change of scenery, you can work from abroad 2 weeks every 6 months

• Health insurance for you, paid by Tails.com

• Extended maternity, paternity, shared parental and adoption pay. 6 months at 70% pay

• Flexible paid care leave to support immediate dependants, people close to you and pets

• In house L&D team, with access to year round courses to help drive your development

• 50% discount on all Tails.com

• Discounted gym membership

What’s next

If this sounds like it matches your experience and what you’d love to do, we can’t wait to hear from you! If you’re unsure whether you fit our criteria exactly, please get in touch anyway. And because we believe that diverse teams perform better, we’d especially love to hear from you if you’re from an under-represented demographic.

Here’s a taster of how our recruitment process works:

1. Once you have applied your CV will be reviewed by the Talent Acquisition Team.

2. If selected, you will then have a call with the Hiring Manager to understand more about your skills and experience (60 mins).

3. Should you be successful, the next stage will be a video call with another member of the leadership team (60 mins).

4. If successful, you will be invited to present a task back to a panel of interviewers (60/90 mins).

Our Commitment

We’re proud to be an active equal opportunity employer. We want to give everyone a fair chance to join us in changing the world of pet food for good. We do this by conducting a structured recruitment process for all candidates, as well as actively promoting our roles to communities that are under-represented at Tails.com.

During your interview process you’ll meet some of our team with varying levels of responsibility and experience. We want to give every candidate a fair interview process and if you need any reasonable adjustments made, please let us know.