Head of CRM & Customer Economics / LTV in Northampton

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

• CRM, Loyalty & Lifecycle Ownership: 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.
• Conversion, Trading Calendar & Campaign Delivery: 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.
• Brand‑Led & Customer‑First Communications: 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 across email, ensuring flows feel joined‑up and consistent with the brand. Own end‑to‑end CAC:LTV ratio: model cohort lifetime value by acquisition source and flow performance; partner with Performance Marketing to optimise payback periods; present clear commercial case linking CRM activity to profitable customer acquisition. Own email and loyalty performance reporting in Power BI: define and track KPIs across revenue, engagement, retention, repeat rate, CLV, and CAC:LTV for key cohorts. Use AI and analytics to diagnose underperforming segments, journeys, and offers, and to generate clear, prioritised recommendations for change. Build and embed a test‑and‑learn roadmap across flows, triggers, campaigns, and messaging, with clear hypotheses and success metrics. Run cohort, lifecycle, and promotion analysis to understand how email and loyalty impact payback period, CLV, and overall profitability, feeding directly into the wider growth plan. Act as the CRM/Lifecycle lead across Shopify, ensuring events, attributes, and data flows are robust enough to support advanced segmentation and AI use‑cases. Own the email CRM and loyalty tech stack roadmap, including evaluation and adoption of new AI and automation capabilities. Collaborate with Product and Data teams to improve onsite personalisation, recommendations, and triggered experiences driven by CRM signals.
• Leadership & Scale‑Up Impact: Be the internal expert and owner for Email CRM and Loyalty, representing the channel in trading, growth, and strategy discussions. Help define how the CRM function operates in a scaling business — processes, SLAs, briefing, and prioritisation. Manage agencies, freelancers, or junior team members as needed to deliver the roadmap. Confidently communicate performance, insight, and action plans to senior leadership, including clear commentary on CAC:LTV and payback.

Skills and Knowledge

• Significant experience in a senior email CRM, lifecycle, or loyalty role within ecommerce or DTC, with clear examples of improving CLV and CAC:LTV.
• Deep, hands‑on expertise in Klaviyo (advanced flows, branching logic, event‑based triggers, multi‑channel; SMS a bonus).
• Strong experience working with Shopify and ecommerce customer data (events, product feeds, purchase history, preferences).
• Confident using Power BI (or similar BI tools) to build or interpret dashboards, run cohort and lifecycle analysis, and tell a clear commercial story.
• Proven track record in designing, testing, and scaling lifecycle programmes (welcome, activation, cross‑sell, win‑back, loyalty) that drive measurable uplift in retention and repeat purchase.
• Demonstrable experience using AI / machine learning to enhance CRM (e.g. predictive scoring, send‑time optimisation, content/subject line generation, next‑best‑action), or a strong portfolio showing structured experimentation in this area.
• Highly commercial and analytical: comfortable setting hypotheses, reading test results, and making trade‑offs between revenue, margin, and customer experience.
• Customer‑obsessed, collaborative, and confident operating in a fast‑moving, high‑growth environment.

Nice to Have

• Experience in a high‑growth or scaling ecommerce brand or subscription business.
• Exposure to international email management (multiple regions, languages, or brands).
• Experience building or managing small CRM teams and/or agency relationships.

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