Senior Retention Manager

Join the rebellion against bland.

We’re on a mission to rid the world of generic sentiment.

To make it more thortful. One brilliantly specific card at a time.

Rulebook? Shmulebook.

We’re not looking for followers.

We’re looking for smart, opinionated, high-performing humans who challenge the status quo. Kindly.

People who:

• Back themselves.
• Push ideas further.
• Take smart risks (not reckless ones).
• Have strong opinions, lightly held.
• And are, crucially, good to work with. (No brilliant jerks. Life’s too short.)

We’re transforming a category. That takes ambition, focus and character.

If you want to hide in the middle, we’re not your people.

If you want to help shape what comes next, pull up a chair.

Who we are

We’re thortful, an online greetings card marketplace powered by 6,000+ independent creators.

With 85,000+ brilliantly original cards (and some properly good gifts), we help people find that “so us” connection, from milestone birthdays to “congrats on the boob job” moments.

We’re not just another disruptor (ugh).

We actually mean it.

• We back real humans – Every sale puts real money into the pockets of independent creators.
• Born in Sheffield – Our print-on-demand model means no warehouses full of waste. Every card, like Sean Bean, is born in Sheffield.
• Recyclable as standard – 100% recyclable. Even though they’re good enough to frame.
• Vegan inks – Because David Attenborough raised us better than that.
• Carbon-conscious – Through our sustainability partner Ecologi, we’ve funded 4,450 trees and avoided 630.04 tonnes of CO₂e. We also use lower-carbon delivery partners, including DPD and Royal Mail.

We care about people.

We care about purpose.

We care about proper lovely bits of folded paper.

Who we’re looking for

The challengers.

The smart risk‑takers.

The go‑getters who know progress beats perfection.

The ones who’d rather ask “why not?” than “are we allowed?”

Who speak up with honesty, clarity and kindness.

Who do what they say they’re going to do.

Brave and thoughtful.

Ambitious but decent.

Fearlessly original. Endlessly curious.

Collaborative. Low ego. High standards.

If you’re tired of being a cog in a faceless machine and want to actually make a dent, we should talk.

Let’s make the world more thortful.

The role

We’re looking for a Senior Retention Manager to join our marketing team and report into our Head of Growth.

What you’ll be doing

• Own and build thortful’s Next Best Customer Action (NBCA) model, including developing propensity models and deploying them through Bloomreach. Use it to decide the right action, offer and moment for every customer, and get more value from the existing base.
• Own the growth of Xtrathortful, our subscription. Use NBCA to find the customers most likely to join and convert them, then drive active use and renewal to grow subscriber numbers and LTV.
• Own and evolve the wider retention strategy to drive repeat rate, frequency and LTV, with clear targets and incrementality testing behind every lever.
• Identify and drive onsite opportunities to improve engagement, conversion and repeat behaviour.
• Lead day-to-day CRM performance across email, push, WhatsApp and SMS, continuously optimising lifecycle journeys (onboarding, repeat, reactivation)
• Line manage and develop a CRM team (1 direct report, 2 team members in total), providing clear direction, coaching and accountability
• Drive retention performance against key KPIs, using testing, insight and optimisation to improve impact and efficiency over time
• Identify and prioritise the highest-impact opportunities across lifecycle, product and channels
• Work cross-functionally with Brand, Product, Ops and Customer Happiness teams to improve the end-to-end customer experience and reduce friction
• Execute retention plans for key trading moments, including Christmas and Q1 occasions, ensuring activity is set up to maximise peak performance
• Take ownership of advocacy channels, building the strategy to integrate referral into acquisition and post purchase journeys and turning customers into active promoters.
• Define the segmentation, personalisation and testing frameworks, including new ways to grow our customer database and own the strategic relationship with Bloomreach to ensure our tech stack scales with the roadmap.
• Own the strategic roadmap for automation as a core growth lever, continually identifying new opportunities t…