Head of CRM & Customer Economics​/LTV

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.

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 ’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.

• Content Creation & Scheduling
• Community Management
  :
• Analytics & Reporting
• Trend Analysis Collaboration

• Own the end‑to‑end email CRM and loyalty strategy, from acquisition and onboarding through to retention, loyalty, reactivation, and win‑back.
• Audit existing flows, campaigns, and loyalty journeys in your first 60–90 days, identifying quick wins and structural changes to improve CLV, repeat rate, and CAC:
  
  LTV.
• Design and implement a scalable automation and segmentation framework in Klaviyo, with a strong focus on deliverability, engagement quality, and incremental revenue.
• Leverage AI tools (within Klaviyo and externally) to build and optimise flows, subject lines, content, and send times that adapt to customer behaviour in real‑time.
• Own and evolve our loyalty programme to drive higher engagement, increased purchase frequency, and higher‑value cohorts, not just points issuance.
• Balance short‑term revenue goals with long‑term customer value and brand equity, using data to decide when to “push for the sale” vs deepen the relationship.

• Lead email CRM planning and delivery in support of the commercial and trading calendar ("sales, product launches, key seasonal moments"), with clear revenue and margin targets.
• Work with Ecommerce and UX to improve where customers land, how they discover categories and products, and how email drives them through PLPs, PDPs, basket and checkout.
• Set best practices around contact strategy (frequency, prioritisation, suppression rules) to maximise revenue without eroding engagement or deliverability.
• Use AI‑assisted experimentation and structured A/B/n testing to continuously improve open rates, click rates, conversion, and first‑order margin from email traffic.

• Identify opportunities for brand‑led, non‑promotional journeys (education, inspiration, community, values) that deepen emotional connection and reduce price sensitivity.
• Use advanced segmentation (behavioural, lifecycle, value‑based, propensity models) to ensure all communications feel relevant and timely.
• Work closely with Brand and Creative to translate big brand ideas into modular, testable email formats that perform commercially.
• Champion the end‑to‑end customer experience…