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Role:                     Head of Marketing – Digital first Pet Insurer
Location:             Home based, with meetings in London as and when required
Salary:                  Up to £70,000 basic
Benefits:             Good performance based bonus, pension, 25 days leave plus lots more.

Pet insurance is expensive, and in most instances, the excess most policy providers have in place results in your average cat or dog owner picking up the bill themselves.

We’re not promising you’re going to be able to solve the issue by taking on this role. What we are suggesting is, through this platform, you will be able to help people demonstrate their credentials as responsible pet parents and in turn, save them some money, as well as give them a truck load of additional benefits too.

We’re talking about the launch and growth of a new type of app and digital based loyalty platform, but for your pets. One which keeps track of your furry friend’s daily activities, as well as general health and wellbeing.

The platform is gamified to encourage positive behaviours which align to each specific breed of animal. In return for engaging and sharing their data, pet owners gain access to a range of perks and benefits based on their pets’ type and breed, as well as the owner’s interests.

The platforms’ aim is to keep the nation’s pets healthy. As well as be a valued resource for pet owners too.

Now whilst this is a start-up, it’s owned and funded by an established multi-national. This parent company holds a stable of brands, and has a proven track record of launching and scaling businesses quickly. Some of their UK brands already have millions of customers, and some hold close affinity with this one, which will yield benefits for growth at launch.

The initial launch is on track for some point in Q1 2022. Before this happens, you will be looking to refine the partner strategy, helping to identify brands you recognise hold synergies with the product, approaching and engaging them. Handling negotiations to ensure the outcomes have the right visibility and potential outcomes for the brand. Then working with them to create the marketing assets necessary to promote to their customer bases.

In addition, you will be looking at the direct-to-consumer strategy through digital channels including the creation of the company’s own website, as well as social, PR, email strategy, etc.

You will have agency support right from the get-go. But because you’re joining so early in the company’s creation, it’s important to recognise your role will be both strategic thinking as well as getting hands dirty with delivery.

It’s anticipated this mix will remain until the end of the first year. By then, you will likely have scaled your team to a point where your role will evolve and become more hands-off and delivery through the team.

At the start, more of your focus will be on brand storytelling and activation. As things evolve and take off, this will slide to a balance of both brand marketing and acquisition/performance.

There will also be some aspects around loyalty and gamification of the platform itself. Looking at how to keep the user base engaged with the app. Which will include keeping your hand in on partnership arrangements and negotiation of those to ensure the right marketing outcomes are achieved.


  • An experienced Senior Marketing Manager looking for your first step up into a Head of Marketing role
  • You’ve held a marketing management role in a digital first (app or web based) business
  • Broad Marketing with a focus to Digital, exposure to managing a CRM team is a bonus.
  • Knowledge and experience in the loyalty rewards industry and how the mechanics of programmes like O2 Priority, Virgin Red, Avios, etc. work. Particularly with the partnerships side of things, and how to negotiate conversations which get the right level of visibility and outcomes for a brand
  • Good mix of marketing disciplines under your belt
  • A hands on attitude
  • Ability to work in a fast paced start-up environment.
  • You consider yourself a data led, commercially minded marketer who’s also an effective brand storyteller
  • You’re someone who’s competent in defining a marketing strategy, but also comfortable rolling sleeves up and delivering
  • You love animals
  • You know how to problem solve on the fly and have really good marketing instincts.

Want to Apply? Here’s how:

You can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:

Max Tullis-Turner
Practice Lead - Digital

Blue Pelican
01892 507130



To learn more about this role, please apply or contact Max directly on

How to apply

If this position is of interest please send us your CV here, or you can call Max Tullis-Turner direct on to discuss this and other vacancies that may suit.

Max Tullis-Turner