Customer Insight Lead

**Customer Insight Lead
- Hybrid or Remote in UK**

PetLab Co. is the world leader in DTC pet supplements with 50%+ market share, 9-figure revenue, and ambitious global expansion plans. We are seeking a Customer Insight Lead to guide our customer insights strategy, turning data into actionable marketing and retention opportunities. This is a critical, hands-on role for an analytical yet creative thinker, deeply skilled in understanding customer behaviors to drive ad performance, optimize retention, and enhance the customer experience.

**Who Will You Report Into?**

You’ll synthesize diverse data sources into actionable customer profiles, guiding strategic decisions that impact both acquisition and retention. Your insights will help shape creative direction and improve the customer experience across teams. This is a critical, cross-functional role focused on driving business growth through customer understanding.

**What will be your main responsibilities?**

Driving Creative Success in Paid Media and Acquisition channels
- Utilize customer insights to uncover what messaging and creative angles resonate most with target audiences, driving ad success and conversion rates.
- Translate feedback and behavior data into actionable recommendations for high-performing content types and campaign messaging, ensuring our creatives are insight-driven and aligned with customer needs.
- Provide strategic guidance on messaging and creative direction for specific products, using data to shape compelling visuals and narratives that resonate with our audience.

**Optimizing Retention Strategies with CRM and Product**
- Leverage deep customer insights to understand retention drivers, going beyond surveys to analyze the full customer journey, including unboxing experiences, product usage, and customer service interactions.
- Identify key opportunities to improve retention and increase lifetime value (LTV) by using insights to inform personalized messaging, content strategies, and retention-focused initiatives.
- Input key customer insights for our new product development process
- Collaborate cross-functionally (including CX, and Operations) to drive optimization across touchpoints such as packaging & labelling, customer service, proactively addressing potential issues to prevent negative feedback rather than reacting to customer complaints

**Driving Deep Customer Understanding through Qualitative and Quantitative Data and Building Continuous Insight Systems**
- Utilize diverse data sources—including onsite behavioral metrics, purchase and retention data, customer care feedback, survey insights, as well as extensive 1:1 customer interviews - to uncover detailed insights into customer behaviors and preferences
- Synthesize these data points into actionable customer profiles and personas that drive strategic decisions for acquisition and retention
- Deliver a profound understanding of customer motivations, pain points, and aspirations, transforming these insights into impactful strategies across marketing and retention efforts
- Develop and implement an automated infrastructure, such as dynamic surveys and feedback loops at key customer lifecycle touchpoints, ensuring a continuous flow of fresh, actionable insights to drive strategic decisions
- Ecommerce & DTC Experience: Extensive experience in eCommerce, particularly in DTC and subscription businesses, with a strong grasp of the customer journey and business dynamics.
- Collaboration with Paid Media & CRM Teams: Proven track record of working closely with paid media and CRM teams to drive performance through actionable customer insights and strategic direction.
- Customer Insights Expertise: Skilled in analyzing diverse data sources (behavioral, purchase, customer service, surveys) to generate actionable insights and create targeted customer profiles.
- Strategic & Data-Driven: Ability to translate insights into clear recommendations that improve marketing, retention, and LTV, while using data to inform decisions.
- Infrastructure Builder: Experience developing systems (e.g., regular surveys) to ensure continuous, actionable customer insights.
- Cross-Functional Collaboration: Effective in working with marketing, CRM, product, and customer service teams to integrate insights into strategies.
- Effective Communicator: Ability to present insights with impact, including to senior stakeholders, driving action and alignment.
- Proven Impact: Track record of using customer insights to improve CR%, retention, and LTV.

**What’s It Like Working at PetLab Co.?**

We’ve gone to great lengths to set up a data-driven culture wherein the best ideas win, regardless of where they come from. As a rapidly growing company, we prioritize finding people who can think fast, move fast and deliver fastwhile having fun at the same time.

To that end, here’s what you’ll get access to when you join our team:

- Clear Reporting - Getting accurate and timely data is crucial to enabling marketers to do