Commercial Lead

📋 Description

• • We are seeking a highly strategic and commercially astute operator to assume complete ownership of our customer lifetime value (LTV) performance. This is a critical, high-impact, standalone role where you will become the primary expert within the business for customer retention, reactivation, and monetization strategies. Your core mission will be to drive measurable improvements in revenue and profit margins across our entire subscriber base.
• • You will have a unique and exciting opportunity to collaborate cross-functionally with teams spanning marketing, digital product, data science, physical product development, and CRM. Your work will involve building and executing innovative initiatives designed to keep our customers engaged, delighted, and increase their spending over time. This includes optimizing our subscription plans, discount structures, and reward programs, as well as launching new commercial tests and identifying key opportunities within the customer journey. Ultimately, you will directly shape the future growth trajectory and commercial success of Butternut.
• • If you are someone who thrives in a dynamic environment that blends strategic thinking, rigorous analytics, and creative problem-solving, and you are motivated by taking full accountability for a key growth lever, this role is an exceptional fit for you.
• • What you’ll own:
• • Retention & Reactivation: You will be responsible for developing and implementing data-driven strategies aimed at maximizing customer retention and effectively bringing lapsed subscribers back into the Butternut family. This involves close collaboration with various stakeholders to ensure successful execution of these initiatives.
• • LTV Framework Ownership: You will own and continuously optimize self-serve LTV reporting tools, empowering stakeholders across the business to make informed decisions regarding channel and market strategies. You will also be responsible for periodic LTV reporting, analysis, and defining actionable next steps based on these insights.
• • Digital Product Collaboration: You will forge a strong partnership with our product and data teams to ensure our digital platform, particularly the app, becomes a significant driver of customer retention and overall commercial performance. You will define and communicate the commercial priorities that will guide feature development and enhance in-app customer experiences.
• • Segmentation & Personalisation: You will identify and activate sophisticated segmentation strategies specifically designed to boost LTV. These insights will be brought to life across our digital product interfaces and marketing communications, creating more personalized and effective customer interactions.
• • Product & Feature Adoption: You will actively participate in and drive commercial initiatives focused on increasing the adoption of our additional product offerings, ranging from treats to new product lines. Your focus will be on ensuring that every box we deliver is not only exceptional for the customer but also commercially beneficial for the company.
• • Loyalty & Rewards Proposition: You will play a key role in developing and refining Butternut’s loyalty proposition, with the ultimate goal of optimizing long-term customer retention and increasing customer lifetime value.
• • This role reports directly into the commercial leadership team and will involve daily interaction with senior stakeholders from across the business, including growth, product, marketing, and operations. You will be a central figure in driving key commercial outcomes.
• • A bit about you:
• • Commercially Strategic: You possess a strong ability to think in terms of desired business outcomes rather than just task completion. You excel at translating complex data into prioritized, actionable growth opportunities that align with business objectives.
• • Analytically Sharp: You are highly proficient in understanding and utilizing key metrics that directly influence LTV, such as churn rates, Average Revenue Per User (ARPU), payback periods, and cohort analysis. You leverage these metrics to inform strategic decisions and measure success.
• • Impact-Oriented: You have a deep-seated passion for owning results from conception through to completion. Your greatest satisfaction comes from seeing the tangible, positive impact of your work on the business.
• • Influential Communicator: You are adept at aligning diverse teams around a shared vision, effectively gaining buy-in for new ideas, and collaborating seamlessly across different departments to ensure successful project delivery.
• • Operationally Excellent: You possess the skills to manage multiple initiatives concurrently, set up and execute rigorous testing frameworks, clearly report on performance, and rapidly iterate on strategies that demonstrate success.
• • Experienced Professional: You likely have 3-5 years of experience in a commercial, growth, or retention-focused role. Experience within a subscription-based or Direct-to-Consumer (D2C) business, where LTV is a primary performance metric, is highly desirable.