Senior Voice of the Customer Lead

The role…

The Senior Voice of the Customer Lead’s role is to be the driving force behind understanding customer behaviour, gathering actionable insights and working cross functionally to translate those insights to help inform strategic direction, prioritisation and meaningful action plans. They will work closely with the Head of Customer Experience and Physical Product as well as the CRM, NPD, Brand and Customer Service teams to ensure that customer insight drives everything we do, with a particular focus on increasing retention, enhancing customer satisfaction, and optimising the overall customer journey.

They will be responsible for leading all customer research, identifying key trends in our customer data and working with the Head of Customer Experience and Physical Product to develop strategies based on data-driven insights to improve customer loyalty, reduce churn, drive AOV and optimise engagement with our subscription model. The role will be required to collaborate closely with cross functional teams to share understanding and influence activity, ensuring our customers are at the heart of what we do.

As part of leading customer research, they will manage projects end to end — from designing questionnaires and discussion guides to moderating sessions with customers as well as working with external agencies to gather broader understanding. They will also own the effective management and optimisation of our insight tools, ensuring they’re used to build a robust, connected and well-rounded understanding of customer needs and behaviours.

Customer Voice & Qualitative Insight

• Own the Voice of Customer programme (NPS, CSAT, churn insight, surveys, product research, feeding/transition studies).
• Combine qualitative customer insight with behavioural data to inform decision making.
• Produce monthly Customer Voice Reports for the Performance Board.
• Stay updated on industry trends, competitor products and journeys, and emerging technologies in the food/pet food sector.
• Ensure customer insight drives prioritisation across Brand, CRM, Product, Growth and Digital

Retention Improvement & Customer Value Growth

• Support the running of the Retention & Customer Experience Working Group across Brand, CRM, CX, NPD and Care so that customer insight is consistently translated into clear priorities, aligned action and measurable improvements.
• Partner with Digital Product, Operations, NPD, Growth, Insight and Finance to identify and prioritise opportunities that improve lifetime value.
• Identify opportunities to improve re-order behaviour, add-on revenue, cohort quality and long-term loyalty sharing this with the wider business to drive customer-led activity.

Customer Journey & Experience Understanding

• Identify opportunities to optimise journeys across the lifecycle (trial → M1 → loyalty).
• Identify friction and value moments using customer voice and behavioural insight.
• Partner with Data & Insight team to build churn prediction models and early-risk flags
• Collaborate with Digital Product on tools and features to ensure they meet the customer need, driving ease and education for customers
• Partner with Customer Care to optimise issue resolution pathways and reduce contact drivers.

Cross-Functional Collaboration:

• Work closely with Brand, Product, CRM, Product and Customer Care teams to integrate customer insights into customer communications, product features, and overall brand experience.
• Partner with our central data and insights function to incorporate customer feedback with behavioural, operational, and sales data — enabling a holistic view of the end-to-end customer journey and its impact on business performance. You’ll play a key role in connecting the dots between experience and commercial outcomes, helping drive prioritisation across teams
• Influence product development and customer support initiatives to align with customer needs, pain points, and retention goals.

What we’re looking for

A desire to align to the Pure values (we call them promises):

Paws & People First

• Shows a genuine passion for understanding customer needs and converting these insights into product opportunities that enhance dog nutrition and customer satisfaction.
• Advocates a customer-centric approach, consistently aiming to surpass expectations through delivery of exceptional NPD.
• Builds and nurtures strong, trusting relationships with both internal teams and external partners through clear communication, integrity, and genuine care.
• Collaborates effectively to create a supportive environment where the best outcomes for people and pets are the natural result of shared success.

Best in Show

• Possesses a results-driven mindset with an unyielding commitment to exceeding targets and continuously improving performance in a fast-paced, high-growth setting.
• Exhibits strong organisational and project management skills, expertly balancing competing priorities while meeting critical deadlines.
• Thrives under dynamic conditions, maintaining focus and resilience to consistently deliver top-tier performance.

New Tricks

• Actively champions innovation by sharing fresh ideas, communicating with clarity, and fostering a culture of ongoing learning and adaptability.
• Embraces change and ambiguity, skilfully pivoting strategies to capitalise on new opportunities as they arise.
  Is dedicated to continuous improvement, staying ahead of industry trends and persistently refining processes and products for lasting success.

 Ahead of the Pack

• Leads diverse, cross-functional teams to achieve common objectives that boost both growth and operational efficiency.
• Leverages robust data analysis, market trends, and financial metrics to guide strategic decisions while fostering open, performance-focused discussions.
• Demonstrates confidence in assessing the financial feasibility of both new initiatives and current products, striking the right balance between cost and value to drive impactful outcomes.

It’s essential that you:

• Proven experience (5+ years) in customer insights or related role, with a strong focus on data-driven retention strategies.
• Analytical thinking: Ability to critically evaluate market data, financial implications, and operational constraints to turn data into actionable and impactful strategies.
• Expertise in using analytics platforms:  As examples Google Analytics, Tableau, Power BI and customer survey tools to gather, analyse and interpret data.
• Collaboration & Communication: Exceptional interpersonal skills to work effectively with cross-functional teams and senior stakeholders; with the ability to present data-driven insights and complex information clearly to senior leadership.
• Organisational Skills: Strong attention to detail, capable of juggling multiple projects and deadlines while maintaining high-quality standards.

Experience with subscription-based models or D2C eCommerce brands is a plus.

At Pure Pet Food, our promises put Paws & People First. We’re committed to building a workplace where everyone feels valued, included, and able to thrive. By celebrating diversity, promoting equity, and embracing new ideas, we aim to be Best in Show for our people as well as their pets. If you’re passionate, curious, and want to be part of a team that’s Ahead of the Pack, we’d love to hear from you.

What's in it for you?

• A great salary range up to £60,000 DPE
• Contracted to 38.75 hours per week
• Enrolment within our discretionary business performance 10% annual bonus plan (following successful probation)
• Hybrid working – 3 days on site at our brand-new bespoke office in Leeds (Radius building, One City West).
• 33 days holiday (including Bank Holidays). Our full 12-month entitlement.
• Free Pure dog food for your dog.
• Small business with a family feel! Especially within the Brand & Product Team
• Salary Exchange Company Pension.
• Team social events and the opportunity to support local charities.
• Free on-site Parking.
• Cycle to work scheme
• Bring your dog into work.
• EV SS Car Scheme
• Group Life Assurance
• Critical Illness cover
• EAP, Virtual GP, Annual Health Check