Marketing Director

About Us

My 1st Years is the UK’s leading multi-channel, eCommerce-led brand known for personalised, high-quality baby and kids’ products. Following robust domestic growth, we are now scaling internationally and expanding our portfolio through Made Yours — a new brand focused on personalised gifting for all occasions.

We’re on a mission to become the global leader in personalised gifting, powered by technology, creativity, and exceptional customer experience.

Role Overview

With innovation and personalisation at our core, powered by cutting-edge digital experiences, creative storytelling, and strong customer connection, we’re seeking an experienced Marketing Director to lead global marketing and drive customer acquisition, retention, and brand expansion across digital, retail, and marketplace channels.

This role is critical in shaping the future of the brand, the team, and how we connect meaningfully with customers at every touchpoint.

Key Responsibilities

1. Leadership

• Own the global marketing P&L and play a central role in driving company revenue, customer growth, and brand equity.
• Lead and mentor a growing, multidisciplinary marketing team spanning acquisition, CRM, content, brand, and social.
• Foster a high-performance, inclusive, and collaborative culture rooted in creativity, accountability, and shared success.
• Build team capabilities in AI, data, and digital innovation, nurturing creative problem-solving and entrepreneurial thinking.
• Champion cross-functional collaboration with Product, Commercial, Creative, Tech, and Customer teams to align on growth initiatives and business impact.
• Manage external agencies and vendors to support best-in-class execution.

2. Growth

• Set the strategy for full-funnel customer acquisition, lifecycle engagement, and global brand positioning across all revenue channels.
• Own all digital growth channels including PPC, Paid Social, Display, Retargeting, Affiliates, SEO/GEO, and Influencer. Ensuring measurable ROI and continuous optimisation.
• Champion AI-enabled technology adoption, leveraging predictive analytics, creative automation, and performance-optimised bidding tools.

3. Retention

• Develop and execute customer lifecycle marketing strategies to grow CRM, loyalty, and customer lifetime value.
• Implement a data-driven approach to segmentation and personalisation, ensuring relevant messaging at each customer journey stage.
• Leverage automation and AI tools to optimise campaign timing, channel mix, and creative content across email, SMS, and push notifications — driving engagement and repeat purchases.

4. Expansion

• Define and lead the global brand marketing strategy as we enter new international markets.
• Shape the global rollout approach in collaboration with the Creative team, ensuring a strong, consistent brand identity across all geographies and channels.
• Lead go-to-market campaigns internationally and build high-impact influencer, PR, and strategic partnership programmes to drive localised brand awareness and adoption.

Who You Are

• A strategic thinker who thrives on shaping growth trajectories, building enduring brand equity, and driving shareholder value.
• A senior marketing leader with a proven track record scaling eCommerce or DTC brands, especially in high-growth or international settings.
• Experienced in leading high-performing teams and cultivating strong, values-led, creative cultures.
• Expert across the digital growth stack: paid media, CRM, affiliate, SEO, influencer, partnerships, and lifecycle marketing.
• Passionate about AI-driven marketing innovation, with a history of leveraging MarTech and data to drive performance.
• A compelling brand storyteller and social-first thinker, fluent in content, community, and modern brand engagement.
• Highly analytical and commercially minded, with full P&L ownership experience.
• Experience in personalisation, gifting, or lifestyle brands is a plus.