Retention Marketing Manager

We’re looking for a data-driven Retention Marketing Manager to own email-led retention performance across our Accounting-as-a-Service division. Working with a high-volume client base, you’ll be responsible for reducing involuntary and voluntary churn through a disciplined data-driven email retention programme. You will own the strategy and day-to-day execution of retention-specific email journeys, from early-tenure engagement to save and win-back flows.

About 1st Formations

At 1st Formations, we empower entrepreneurs to start, run, and grow their businesses with confidence.

Running a business shouldn’t be slowed down by company formation, statutory compliance, accounting, or payroll. From day one, these essentials should be seamless, reliable, and intelligently handled — freeing founders to focus on building and scaling.

We’re a leading UK provider of company formation and compliance services, building a modern, fully integrated technology platform that supports founders at every stage of their journey. Our platform brings together formation, compliance, accounting, payroll, and ongoing business support in one cohesive experience.

No stitched-together services.
No legacy workflows disguised as software.

Just a single, scalable platform built for ambitious founders who want to move fast, stay compliant, and grow with confidence.

Why Join Us Now?

You’ll be joining a business with strong momentum, clear direction, and real opportunity for progression.

• £18m annual revenue, including £9m ARR

• Over 1 million companies formed

• Certified B Corp and Carbon Neutral Business

• Forecast to grow 5x–10x over the next three years
  

The Role

We’re looking for a data-driven and commercially minded Retention Marketing Manager to own email-led retention across our Accounting-as-a-Service division.

You'll work with a high-volume client base to design and execute targeted campaigns that reduce churn, with a particular focus on the free period and the first year of paid monthly subscriptions. You’ll use CRM data, behavioural signals, and usage patterns to identify at-risk or disengaged clients and proactively intervene through scalable marketing initiatives.

Key Responsibilities

• Own and continuously optimise the end-to-end email retention programme for the month-to-month subscriber base.

• Design, build and iterate save flows targeting subscribers at elevated churn risk, using behavioural and transactional signals to trigger timely interventions.

• Develop and maintain segmentation frameworks that reflect subscription tenure, engagement depth and cancel-intent indicators.

• Run a structured testing programme across subject lines, send cadence, offer mechanics, and message framing to improve save rates and reduce passive churn.

• Monitor and report on core retention email metrics: save rate, cancel deflection, reactivation rate, open-to-save conversion, and revenue retained.

• Partner with our Business Information Team to identify leading churn indicators and feed these into automated trigger logic.

• Collaborate with Director of Lifecycle Marketing and other stakeholders to ensure retention email activity is sequenced correctly and does not conflict with acquisition or engagement programmes.

• Work with the Legal Team to ensure all retention communications meet regulatory.
  

What We're Looking For

• Demonstrable experience managing retention email programmes within a high-volume monthly subscription-based environment.

• Hands-on experience building and executing email campaigns and automated journeys (e.g. HubSpot, Salesforce, Braze, etc.)

• Experience managing large customer bases (thousands of users/customers), ideally in subscription or SaaS models

• Strong analytical skills, with the ability to translate data into actionable retention strategies

• Experience segmenting audiences and personalising communications at scale

• Commercial mindset with a clear understanding of churn and retention

• Ability to operate independently and work cross-functionally with other departments
  

What We Offer

• £65–90k and comprehensive benefits package

• Hybrid working model

• High-impact role with ownership of retention performance

• Real opportunities for progression as the business scales

• The chance to influence both customer experience and product development

• A culture that values ownership, impact, and continuous learning
  

Equal Opportunities
1st Formations is an equal opportunity employer and is committed to creating a diverse and inclusive workplace. We consider all applicants for employment without regard to race, colour, religion, sex, national origin, sexual orientation, age, citizenship, marital status, criminal history, disability, or gender identity. We encourage individuals from all backgrounds to apply. If you have a disability or special need that requires accommodation, please let us know.