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About Kins.
Kins. is building the operating system for end-of-life in the UK. When someone dies, their family inherits around a hundred separate tasks spread across funeral directors, solicitors, banks, HMRC, councils and utilities, at the worst possible moment. We bring all of it into one place: a dedicated human Care Manager, a platform that keeps track of everything, and a vetted network of professional partners who do the work.
We do the same for people planning ahead, holding wishes, wills, powers of attorney and documents securely so their family never has to guess.
We are two founders, Johan and Ross, who met at McKinsey. We have built an end-to-end prototype and tested it with around 30 people, interviewed more than 20 people who have arranged a funeral in the past two years, and we are applying to the FCA for authorisation. We have not launched yet. This is one of our first hires.
The role
You will be our first marketing hire and, for a while, our only one. You own marketing at Kins.: the brand, the words, the channels and the numbers. You will work directly with the two of us, not through layers.
This is a building job rather than a running job. There is early brand and design work to build on and a working prototype. There is no marketing function, no channel mix, no content engine and no CRM. You decide what we build first, then you build it.
The category matters here. We market to people who have just lost someone, and to people quietly thinking about their own death. Everything we publish has to earn trust: plain English, no urgency tactics, no gimmicks, no growth-hacking someone through the worst week of their life. If that constraint reads as an interesting creative problem rather than a handicap, we should talk.
What you will own
Brand and positioning
- Turn our early brand work into a coherent identity: voice, message hierarchy, visual system, and clear rules for how we talk about death without being either clinical or sentimental
- Own the website end to end, from proposition and copy through to conversion
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Content and search
- Build the content engine families find when they search for what to do when someone dies, probate, wills and funeral costs, which is the highest-intent moment in our category
- Own technical and editorial SEO, and how we surface in AI assistants and answer engines (GEO) as search behaviour shifts
- Produce for social, including short video, carousels and explainers, either yourself or through freelancers and agencies you brief and manage
Partnership and referral marketing
- Build the marketing side of our partner channels: funeral directors, employers, insurers, employee assistance and benefits platforms, solicitors and financial advisers
- Create the collateral that wins those conversations, including research, case studies, partner-facing propositions and co-marketing kits
Performance marketing
- Stand up paid search and paid social, own CAC and payback, run the tests and stop what does not work
- Get tracking and attribution right from the first pound, so we know what is actually working
Lifecycle and CRM
- Design the journeys that connect a free vault user to a paid service years later, and that support a family through months of estate administration
- Own the CRM stack, the marketing data and the reporting the founders and investors see
What we are looking for
Essential
- You have built marketing in a small company or a new line of business, rather than only running it inside an established one, and you are comfortable when the brief, the budget and the team do not yet exist
- Strong across both brand and performance: you can write a line that lands and read a CAC payback model
- Hands-on. You will be writing, briefing, shipping pages and pulling numbers yourself, certainly for the first year
- Demonstrable experience building organic demand through SEO, content or social, which you can walk us through and explain
- Comfortable working inside compliance review. We are applying for FCA authorisation, so our marketing will fall under financial promotion rules and the Consumer Duty. Everything we publish has to be fair, clear and not misleading, and we treat that as a discipline rather than a formality
- Sound emotional judgement. You can tell the difference between a message that genuinely helps a bereaved person and one that simply performs well
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Nice to have
- Experience in a regulated consumer category such as financial services, insurance, health or legal
- Partnership or B2B2C marketing, where the customer reaches you through an intermediary
- Lifecycle and CRM depth, particularly journeys with long gaps between touchpoints
- Video production and editing skills
We would rather hear from someone strong on most of this than someone who ticks every line. If you can make the case, make it.
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 ex-McKinsey founders and a real say in strategy and product
- Competitive salary post-funding and early-stage equity in the business
- Work that matters. The families we serve are having one of the hardest months of their lives, and good marketing here means they find help sooner
Being straight with you about the stage: we are pre-launch and pre-revenue, funded by the founders and early angel commitments, still building the product and still waiting on regulatory authorisation. Expect ambiguity, changed plans and periods with very little budget. That is the trade-off for the ownership.
How to apply
Send an email to ross_freeman@kinsorg.com. Tell us two things: something you built from nothing, and how you would market a service to someone who has just lost a parent. A few paragraphs is plenty. We are not looking for a deck.
Equal opportunities
Kins. is an equal opportunities employer. We welcome applications from everyone and we select on skills and evidence, not background. If you need an adjustment at any stage, whether to the format of an interview, the timing or anything else, tell us and we will make it work.
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