About kins.
kins. is building the operating system for end-of-life in the UK. When someone dies, their family inherits a long list of tasks across funeral directors, solicitors, banks, HMRC, councils, utilities, and more—at the worst possible moment.
We bring that work into one place: a dedicated human Care Manager, a platform that keeps track of everything, and a vetted network of professional partners who can help get it done.
We also support people planning ahead, holding wishes, wills, powers of attorney, and documents securely so their family never has to guess.
The role
This is a building job, not a role maintaining an established marketing function.
You will own marketing at kins.—the brand, the words, the channels, and the numbers—working directly with founders Johan and Ross.
There is early brand and design work to build on and a working product, but no established channel mix, content engine, CRM, or marketing team. You will decide what to build first, then build it.
We market to people who have just lost someone and to people quietly thinking about their own death. Everything we publish must earn trust: plain English, no urgency tactics, and no gimmicks.
What you will own
Brand and positioning
Turn our early brand work into a coherent identity, own the website end to end, and establish clear rules for how kins. talks about death without becoming clinical or sentimental.
Content and search
Build the content families find at high-intent moments, own technical and editorial SEO and GEO, and create useful social content directly or with trusted specialists.
Partnership and referral marketing
Build propositions, research, case studies, collateral, and co-marketing tools for funeral directors, employers, insurers, benefits platforms, solicitors, and financial advisers.
Performance marketing
Stand up paid search and social, own CAC and payback, test rigorously, and establish reliable tracking and attribution from the first pound.
Lifecycle and CRM
Design journeys that connect planning-ahead customers with future support, and own the CRM, marketing data, and reporting used by the founders and investors.
What we are looking for
We would rather hear from someone strong on most of this than someone who ticks every line.
- You have built marketing in a small company or new line of business, rather than only running an established function.
- You are strong across brand and performance—you can write a line that lands and read a CAC payback model.
- You are hands-on and comfortable writing, briefing, shipping pages, and pulling the numbers yourself.
- You can demonstrate how you have built organic demand through SEO, content, or social.
- You are comfortable working within compliance review and treating fair, clear, non-misleading communication as a discipline.
- You have sound emotional judgement and can distinguish genuinely helpful communication from messaging that merely performs.
Helpful, but not essential
- A regulated consumer category such as financial services, insurance, health, or legal
- Partnership or B2B2C marketing
- Lifecycle and CRM journeys with long gaps between touchpoints
- Video production and editing
What we offer
Founding ownership of marketing at a company that has not launched yet—you shape the brand rather than maintain it.
Direct work with the founders and a real say in strategy and product.
Competitive salary post-funding and early-stage equity in the business.
Work that matters: good marketing here means families find help sooner.
We are pre-launch and pre-revenue, funded by the founders and early angel commitments, still building the product, and awaiting regulatory authorisation. Expect ambiguity, changed plans, and periods with very little budget. That is the trade-off for the ownership.
Make your case
Tell us about something you built from nothing and how you would market a service to someone who has just lost a parent. A few thoughtful paragraphs are plenty.
kins. is an equal opportunities employer. We select on skills and evidence, not background, and will make reasonable adjustments at any stage of the process.