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?

Hi, I’m Forest, VP of Marketing at PetLab Co. We need a Customer Insight Lead to drive customer acquisition and retention through data-driven insights. In this role, you'll use customer feedback and behavior data to guide paid media strategies, optimize messaging, and improve conversion rates. You’ll also collaborate with the CRM team to enhance retention and LTV by tailoring email and SMS campaigns to specific customer personas.

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.
• Work closely with the CRM team to optimize email and SMS flows by tailoring messaging and campaigns to resonate with specific customer personas and needs; and more generally integrate customer insight into CRM strategies, delivering practical, high-impact improvements to the channel
• 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

What’s the Ideal Candidate’s Background?

• 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 fast… while 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 their jobs, which is precisely what our standalone data analytics team delivers
• Collaborative Team – There are no silos here, we all understand that to win, we must help each other out as necessary, doing things outside our normal jobs when needed
• Scientific Rigor – Everyone on the marketing team shares the same philosophy to attack every challenge with an experimental test-and-learn process to tease out success
• Variety of Challenges – Given we’re just entering our 5th year as a company and growing rapidly, the challenges keep coming with new products, promotions, categories, etc.
• Refreshing Autonomy – Expectations are always set high for anybody who joins the team, but so too is your autonomy to figure out how best to deliver against your objectives

You’ll also find that everyone here listens – if something isn’t working, we respectfully call it out.  If something is needed, those needs are heard.  If there’s something we can do better, let’s hear it.

How Will Success Be Measured?

• Creative Performance:Improved conversion rates and ad performance driven by insights into messaging, visuals, and content strategy.
• Retention & LTV Growth: Increased retention and LTV through personalized email/SMS messaging, optimized CRM strategies, and proactive enhancements across packaging, customer service, operations, and other key touchpoints
• Customer Insight Integration:Actionable customer profiles and personas that drive acquisition and retention strategies, supported by a robust insight infrastructure.
• Cross-Functional Collaboration: Effective integration of customer insights into business strategies across paid media, CRM, marketing, CX, operations, and product teams.
• Communication & Influence:Clear, impactful communication of insights to senior leadership, driving alignment and strategic decisions.
• Measurable Business Impact: Tangible improvements in CR%, retention, and LTV as a result of insights-driven decisions.

How Will Your Time Be Spent?

• 50% Customer Data Analysis and Customer Insight Generation: Analyzing diverse data sources (behavioral, purchase, customer service, surveys) to uncover insights and identify trends. And refining customer personas, journey maps, and actionable insights to inform marketing and retention strategies.
• 10% Customer Interviews Speaking directly to customers to gather qualitative feedback on their experiences, expectations, and pain points.
• 20% Cross-functional Collaboration: Working with paid media, CRM, marketing, and product teams to integrate customer insights and optimize strategies.
• 10% Infrastructure Development: Designing and implementing systems (e.g., surveys, feedback loops) to ensure a continuous flow of actionable customer insights.
• 10% Reporting & Communication: Presenting key insights and strategic recommendations to senior leadership and other stakeholders.

• 4+ Years in Customer Insight/Research: Experience in customer research roles, preferably within a consumer-facing business.
• Data-driven: Strong analytical skills, comfortable with interpreting quantitative and qualitative customer data to extract actionable insights.
• Proactive Communicator: Ability to translate customer feedback into clear, actionable recommendations for cross-functional teams.
• Empathy and Curiosity: A genuine curiosity for understanding customer behaviors and an empathetic approach to addressing their needs

• Private Health Care through Vitality
• Generous Annual Leave - 28 days + public and bank holidays
• Flexible Working Hours – We focus on results and trust people to manage their time, whether working from home, while travelling, or in the office!
• Help@Hand – Employee Assistance Programme
• Nursery Salary Sacrifice Scheme
• Royal London Pension Scheme – We offer a workplace pension scheme with one of the UK’s leading providers of group pensions. With an employer contribution of 5%!
• Enhanced Maternity / Paternity / Adoption Leave – because time with new family members is important!
• Puppy Therapy – working in partnership with Paws in Work to provide a boost of oxytocin twice a year.
• Generous Learning and development budget – We always want you to keep learning.
• Free breakfast, fruits and snacks – refuel and revitalise with free munchies in the office.
• Working Environment – dogs are welcome!
• Life Assurance – In the event of your death, while employed by us, your chosen beneficiaries will be provided with a tax-free lump sum equivalent of four times your basic salary.
• Gympass – All in one subscription bringing you the largest selection of gyms, studios and apps.
• Electric Vehicle Scheme – Employees sacrifice salary in return for a new electric car, typically saving 30-40% of costs through income and tax and national insurance.
• Give Back Day – An extra day off in the year to volunteer plus a £50 contribution to your chosen charity.
• Health Cash Benefit – We offer the bronze package with enables you to claim a certain amount of cashback when you pay for something that is health related, i.e dental.

Petlab Co is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation and we welcome passionate candidates from all backgrounds. Come join the family and see for yourself!