Head of Acquisition and Retention

AKT (pronounced "act") is The Personal Performance Company that may change your life. Founded by West End stars Ed Currie and Andy Coxon, AKT is by and for those who are "Born to Perform" - on the stage, at work, or in life.

In 2020, The Deodorant Balm made its stunning debut to rave reviews and awards from Vogue, GQ, Esquire, and Harper's BAZAAR. Plastic-free, aluminium-free, and gender-free, The Deodorant Balm instantly resonated with those looking for a natural deodorant that genuinely worked. Five fragrances and over 200,000 happy armpits later, The Deodorant Balm is already becoming a household name.

To this day, every new AKT product is put through its paces by London's hard-working theatre community to ensure it lives up to the high standards of its founders. As a rule, AKT's products don't break character - ever. It's this effectiveness that has propelled AKT from the backstage to bathroom cabinets, bedside tables, duffel bags, and carry-on luggage worldwide. And the good news is - the performance is just getting started.

About The Role:

As Head of Acquisition and Retention you will report directly in to the CMO and will manage all Paid Media traffic with a new customer acquisition bias within an agreed Cost Per Acquisition / CaC framework.

This will include Paid Social, Search Engine Marketing, Display Retargeting and Affiliates. Additionally, you will lead acquisition on OOH, audio (Radio / Podcast), video (TV, Cinema, VoD) and so on, anywhere where we're able drive a 'call to action' with our target audience within acceptable CaC.

You'll also be responsible for leading the CRM team implementing new solutions to increase existing customer engagement, extend the customer lifecycle and contribute to overall retention metrics across all markets and product categories.

You'll also be responsible for driving stakeholder engagement in CRM projects across all areas of the business including: Brand, Content, Product, Front of House and Trading.

Performance Marketing & Acquisition Strategy

• Own and execute all paid media channels including Paid Social, Paid Search, Display, Retargeting, Affiliates and Influencers to drive efficient customer acquisition.
• Set and manage spend budgets alongside CPA/CAC targets by channel to ensure profitable and scalable acquisition activity.
• Develop content (visual and copy) strategies for all paid channels that reflect the brand Style Guide and also maximise commercial return

• Develop and implement an attribution model to track and optimise the contribution of each channel to visits, sales, and ROI.
• Lead the internal vs external paid media team strategy; assess, propose, and review agency vs in-house support on an ongoing basis.

• Work with your direct report, the Community Manager, to own and execute affiliate and influencer activity to build relationships, campaign execution, content creation, performance analysis, budget management and cross functional collaboration including with the Brand Marketing Team for PR influencer marketing and Ambassadors from the Performing Arts and Ecomm Trading for Tik Tok shop creators.
• Work with the Head of Brand Marketing to explore and implement above-the-line , below-the-line , and offline media opportunities (with agency support) to unlock incremental reach and performance.

Team Leadership

• Build, manage, and coach a high-performing paid media, influencer and CRM team with the right capabilities to support revenue growth

• Be a Brand Guardian for all acquisition and retention activity to ensure they are on brand and as per the Style Guide, to maximise performance without decaying our brand equity

CRM Ownership & Lifecycle Management

• Lead the end-to-end CRM strategy and execution, supported by the Senior CRM Manager and Executive, delivering segmented and personalised lifecycle campaigns across all touchpoints.
• Drive the CRM test-and-learn agenda to continuously improve message relevance, engagement, and retention.
• Develop data-driven customer segmentation and implement personalisation tools (e.g. dynamic content), an evolving RFM, to enhance retention, LTV, and repeat purchase rate

Data & Insight

• Harness customer and campaign data to inform acquisition and CRM strategy, ensuring continual optimisation and ROI improvement.
• Produce and present regular reports on CRM and acquisition performance, offering insights and strategic recommendations to key stakeholders.
• Ensure robust analytics and reporting are in place to support data-led decision-making across all customer touchpoints

Stakeholder Management

• Act as the internal champion for CRM and acquisition within the business, aligning cross-functional teams to deliver seamless customer journeys.
• Collaborate closely with Creative, Brand, Product, and Data teams to ensure consistent messaging and unified marketing strategy.
• Manage relationships with external agencies, tech providers, and media partners to support best-in-class execution and innovation.
  
  

About You:

Deep knowledge of digital media channels (search, social, display, affiliates and associated tools) and experience scaling acquisition across markets (UK, US, EU)

Proven track record in CRM functions operating a multi market ecommerce brand and brands focused with high growth - stage businesses. Experience of designing and executing multi-touch CRM journeys

Experience building and leading cross-functional marketing teams

In-depth knowledge of CRM strategy, platforms (e.g. Klaviyo, Salesforce, Braze), and lifecycle marketing with a strong grasp of personalisation, segmentation, and dynamic content tools

Strong data literacy and analytics proficiency (Google Analytics, Looker, Tableau, etc.) with experience leveraging data for actionable recommendations and testing

Excellent interpersonal and communication skills with experience of presenting to senior stakeholders and non-marketing teams

Experience of being able to empathise with customer personals and meet their needs through nuanced customer journeys

What's on Offer:

• This is a great opportunity to make a real impact and join the business in its next stage of growth having just launched in the US
• Flexible Working Policy: work from home and at our Oxford Circus office space - FORA Liberty House
• Required Monthly "team days" in London
• Employee discounts on our products
• Funny, kind and inclusive work environment. We are banter, but we get sh t done
• 28 days holiday plus all bank holidays

Everybody is welcome

AKT London is for everyone. We believe that an inclusive work environment and a diverse, empowered team are key to achieving our mission. Our products are gender free and built for every BODY to help give them the confidence to step onto their stage - whatever that may be - and PERFORM. Our work environment is no different.

AKT London is an equal opportunity employer. We do not discriminate on the basis of race, colour, ancestry, religion, national origin, sexual orientation, age, citizenship, marital or family status, disability, gender identity or expression, veteran status, or any other legally protected status. We commit to a focused and sustained action to dismantle racist systems, policies, practices, and ideologies within ourselves and our networks. We have zero tolerance for intolerance. With our Founders belonging to a minority community we commit to difference and diversity from the beginning and we know what a rich and creative work environment can cultivate.

If you're creative, conceptual and ambitious with a passion for premium/luxury brands (and of course sustainability), and you're ready to make a significant impact in a fast-growing start-up, we'd love to hear from you. Join us in redefining personal care while looking after our planet!