Head of Retention

We're customer obsessed. We put the customer at the heart of everything we do - and we're looking for people who feel the same way.

About Bike Club

Bike Club is the easiest way to keep kids on the right sized bike. Through our subscription model, we remove the hassle of buying, outgrowing and reselling children's bikes, so families always have the right bike, right when they need it. We are a purpose-led, fast-growing business built on ease, care, progress and joy - with a relentless focus on customer growth, retention and building a more circular approach to children's cycling.

Tasks

The Role

We are looking for a senior, hands-on Head of Retention to build and lead Bike Club's retention capability across the UK and Germany.

You will own retention strategy and performance across the member lifecycle, including onboarding, engagement, bike exchange, cancellation prevention, referral, additional memberships and win-back. You will build this capability from a relatively limited existing base and work directly in tools such as Salesforce and Klaviyo.

Retention will own lifecycle strategy, customer journeys, segmentation, triggers, propositions and performance. You will partner with the Head of Content on messaging, and work closely with Acquisition, Product, Customer Support, Operations, Finance and shared data support.

What You'll Do

Retention Strategy

• Develop and deliver a clear retention strategy for Bike Club across UK and Germany.
• Build a clear roadmap for improving customer lifetime value across the subscription lifecycle.
• Build the retention capability essentially from scratch, given the limited existing base to build from.

CRM & Lifecycle Management

• Own lifecycle strategy from joining and onboarding through engagement, exchange, continued membership, cancellation and win-back.
• Design and implement customer journeys, segmentation, triggers, channel cadence and offers in Salesforce, Klaviyo and other relevant systems.
• Design and own lifecycle communications that deliver the right message to the right customer at the right time.
• Develop interventions to reduce early-life churn, voluntary cancellations and involuntary churn such as failed payments.
• Maintain high standards for CRM data quality, consent, preferences and email deliverability.

Member-Get-Member, Referral & Community

• Design, launch and optimise member-get-member (MGM) and referral activity across both markets.
• Identify opportunities to increase member value through exchanges, additional memberships and other relevant propositions.
• Set targets and incentive structures that balance customer value, growth, cost and margin.
• Define the purpose and objectives of any member community activity; partner with Content on the content plan and country teams on day-to-day engagement.

Customer Insight, Data & AI

• Use cohort analysis to understand behaviour and churn by tenure, bike, brand, acquisition source, market and other relevant characteristics.
• Work closely with the business's shared central data resource to access the reporting and insight retention needs.
• Use AI-enabled tools appropriately to accelerate segmentation, analysis, personalisation and lifecycle optimisation.
• Work with Product, Technology, Operations and Customer Success to address root causes of churn, not only communication symptoms.

Requirements

You'll be a hands-on, data-literate retention or lifecycle specialist who is comfortable building a capability from a limited base, and who is genuinely confident working directly in CRM and lifecycle tools. You'll bring:

• Strong commercial acumen - commercial capability is critical to success in every marketing role at Bike Club.
• A genuine passion for people - you see developing and leading your team as critical to building Bike Club's culture, and you'll operate as a member of our extended Senior Leadership Team.
• Senior experience leading retention, lifecycle, CRM or loyalty within a consumer or subscription business.
• Hands-on, practical experience working directly in Salesforce, Klaviyo or comparable CRM/lifecycle platforms.
• A strong track record of building or scaling onboarding, cancellation prevention, win-back, referral, member-get-member or community programmes.
• Strong data literacy, comfortable interpreting cohort and customer behaviour data directly to shape activity.
• Experience with, or interest in, customer community management is a plus.
• A test-and-learn mindset and the ability to move from insight to execution.
• Strong cross-functional and stakeholder management skills.
• Experience working across multiple markets is desirable. German-language capability is advantageous but not essential.

What Success Looks Like

In your first 12 months, you will have:

• Built a clear, prioritised retention strategy and capability for Bike Club, essentially from scratch.
• Established reliable lifecycle, churn, exchange and cohort reporting.
• Improved onboarding and early-life engagement and reduced avoidable churn.
• Established CRM and lifecycle management as a well-run, data-led discipline, hands-on in Salesforce and Klaviyo.
• Launched or scaled member-get-member, referral and win-back activity.
• Built a strong working partnership with Acquisition, Content, Product, Operations, Customer Success, Finance and the shared data resource.

Benefits

• Remote first – work from anywhere in the UK. You will be required to attend a in person meetings as needed
• Holidays – 26 days annual leave plus bank holidays, with additional days accrued for each year worked
• Private health insurance - via Vitality
• Bike subscription – £30/month discount towards Bike Club subscription

You'll be joining a business with a clear purpose, a genuinely different proposition and significant opportunity to grow.

This is a rare opportunity to build a retention function from the ground up, shaping how Bike Club builds long-term relationships with families.

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