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About Us.
My 1st Years is the UK’s leading personalised baby and kids gifting brand. We offer beautifully designed, high‑quality personalised products through eCommerce, retail and marketplace channels. Our direct‑to‑consumer success in the UK has led to partnerships with premium retailers such as Harrods and Selfridges and to a growing presence on marketplaces such as Next. International expansion is underway, making this a pivotal and exciting stage in our journey as we bring the My 1st Years experience to more customers around the world.
Our business thrives on exceptional customer experiences, innovation and premium quality. We put personalisation at the heart of what we do and rely heavily on customer retention and CRM to maximise lifetime value and deepen relationships with each customer.
Role Overview
We’re looking for an Email CRM and Loyalty Specialist to engineer profitable customer growth by transforming our email-first CRM and loyalty programmes. This role is about building a best-in-class, AI-enabled lifecycle engine that improves conversion, increases repeat purchase, and systematically lifts Customer Lifetime Value (CLV) relative to Customer Acquisition Cost (CAC).
You’ll own end-to-end email CRM strategy, loyalty programme design and optimisation, and lifecycle automation, using AI/machine learning to drive smarter segmentation, personalisation, and testing at scale. You’ll work primarily in Klaviyo, Shopify, and Power BI, partnering closely with Digital, Ecommerce, Brand, Product, and Data teams to improve both short-term trading performance and long-term customer value.
This is a hands-on specialist role with real autonomy, where you will be expected to analyse current performance quickly, diagnose what’s not working, and implement meaningful improvements within your first 90 days.
Responsibility Overview
Main Duties and Responsibilities
CRM, Loyalty & Lifecycle Ownership
Conversion, Trading Calendar & Campaign Delivery
Brand-Led & Customer-First Communications
Data, Insight, CAC:LTV & Optimisation
Ecommerce & Tech Enablement
Leadership & Scale-Up Impact
Skills and Knowledge
Essential
Nice to Have
Behaviors
Ambitious: As individuals, in our teams and across the business, we are always working to improve.
Proactive: We actively develop ideas and take opportunities instead of working reactively.
Thoughtful: Beyond our products, we take a personal approach in everything we do.
Connected: When we work together, we make great things happen.
Aspirational: At every step of the way, we give each My 1st Years gift emotional value.
What we offer
Competitive salary based on experience
25 days holiday (increasing to 28 days with service) + bank holidays
Enhanced Maternity & Paternity pay
Summer Hours
Early Finish Payday
Generous Staff Discount
Free onsite Parking
2 Volunteer Days per year