The Challenge
Pumpkin is aiming to unlock $1-2B in life-extending pet treatments over five years. You'll own the entire CRM engine—from email acquisition to retention—turning pet insurance leads into lifelong customers in a high-consideration category.
Your Mission
Audit and optimize existing email acquisition funnel; establish baseline metrics for conversion rate, CAC, and engagement across campaigns
Develop comprehensive CRM strategy document covering lead nurture flows, segmentation logic, and KPI targets for first 12 months
Launch 2-3 A/B tests on subject lines, send times, and audience segments; implement testing framework and reporting dashboard
Build content brief template and calendar; coordinate with creative team to refresh top 5 underperforming email templates
Scale email acquisition channel: grow new customer acquisition by 25-40% through improved segmentation and nurture series
Launch and operationalize SMS channel; achieve 15%+ opt-in rate and establish baseline performance metrics
Develop retention playbook with lifecycle triggers (post-purchase, renewal, at-risk); reduce churn by 10-15%
Build advanced reporting dashboard tracking CAC, LTV, email engagement metrics, and SMS performance; present monthly insights to leadership
KPIs You'll Own
New Customer Acquisition Cost (CAC)
Track cost to acquire a new pet insurance customer via email and CRM channels; goal is to optimize toward unit economics.
Email Conversion Rate
Measure % of leads converting to customers through email nurture sequences; benchmark and improve month-over-month.
Customer Lifetime Value (LTV)
Calculate total revenue generated from customers acquired via CRM; use LTV:CAC ratio to validate channel efficiency.
Email Engagement Rate
Monitor open rate, click rate, and unsubscribe rate; use as leading indicator for conversion performance.
Customer Retention Rate
Track % of customers renewing policies; measure impact of retention campaigns on churn reduction.
SMS Opt-In & Performance
Monitor SMS subscription rate, engagement rate, and conversion; validate SMS as viable acquisition and retention channel.
Tools & Stack
Your Team
Your Manager
Director of Marketing
Current Team
Design team, creative team, growth team, marketing team (size not specified)
New role
The Package
Salary
$120K-$150K base
Remote
Hybrid: NYC office, minimum 2 days/week in-office
Benefits & Perks
Company Intelligence
Independence Pet Holdings (est. 2021) is a corporate holding company managing diverse pet health brands including insurance, education, and lost recovery. Pumpkin is their flagship insurance brand, targeting $1-2B in life-saving pet treatments over 5 years.
Founded
2021
Culture
Mission-driven, data-focused, full-stack resources
Is This Role For You?
- You've built email acquisition funnels for high-consideration products (insurance, healthcare, financial services) and obsess over conversion metrics
- You're comfortable wearing both the strategic hat (funnel design, segmentation logic) and the tactical hat (HTML, platform troubleshooting, A/B test setup)
- You have 5+ years DTC email/CRM experience and can prove impact with specific CAC, LTV, and retention improvements
- You love working with data—Excel isn't scary, and you think in cohorts, segments, and lifetime value
- You genuinely care about pets (this isn't corporate BS—the team will test this)
- You hate spreadsheets or avoid digging into raw data; this role is deeply analytical
- You expect a fully-remote setup; 2 days/week NYC office is non-negotiable
- You've only done B2B SaaS email or retail campaigns; high-consideration product experience is critical
Interview Process
Phone Screen
Hiring manager explores your DTC email background, especially in acquisition-heavy verticals (insurance, healthcare, etc.)
Case Study / Work Sample
Walk through a past email campaign you built—metrics, strategy, learnings; or live case study analyzing a sample funnel
Team Interview
Conversations with Director of Marketing and cross-functional stakeholders (growth, creative) to assess collaboration fit
Final Round
Leadership conversation on CRM vision and long-term strategy alignment with company's $1-2B treatment goal
Interested in this role?
Apply now and hear back within days, not weeks.
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Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.