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CRM Manager
Reports to
Head of CRM
Location
Hybrid (Northampton HQ)
Contract
Full-time, permanent
About the Role
My 1st Years operates a CRM channel at significant scale: 1.2 million active profiles, an estimated £2.2m in annual channel revenue, and a contracted Klaviyo platform that is materially under-utilised. An independent audit (VALIX, March 2026) identified a clear gap between what the platform is capable of and what the current team can deliver — not through lack of effort, but through insufficient resource.
The Head of CRM is now in post. This Senior CRM Executive hire is the role that allows them to operate strategically. You will be the hands-on technical lead across Klaviyo: building and maintaining the automation architecture, owning the campaign calendar and delivery, leading segmentation design, standing up the SMS channel, and setting the execution standard that the two junior CRM Executives work toward.
This is a high-ownership role on a programme with clear commercial targets and visible senior support. The right person will be able to hit the ground running from week one.
What You Will Own
Klaviyo Architecture & Automation
- Lead the build and ongoing optimisation of the full automated flow suite — post-purchase, cross-sell, second purchase nurture, at-risk save, lapsed winback, loyalty onboarding, VIP recognition, and referral.
- Own flow logic, branching, event-based triggers, and conditional splits. This account runs multiple live flows; you will be expected to interrogate, improve, and extend them independently.
- Implement key sales driving flows within your first 60 days.
- Maintain and improve flow performance reporting, with clear attribution and revenue visibility.
Campaign Delivery & Calendar Management
- Own the broadcast email calendar end-to-end: briefing creative, building in Klaviyo, QA, scheduling, and deployment.
- Set and enforce send standards across the team — UTM tracking, Smart Sending settings, naming conventions, list hygiene pre-send.
- Build and manage the A/B testing roadmap across campaigns and flows, with clear hypotheses and documented results.
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Segmentation & List Architecture
- Design and implement engagement-based send segments (30/60/90-day active audiences) across all campaign sends.
- Build the RFM-based audience architecture that sits beneath the lifecycle programme: Champions, Loyal, Needs Attention, At Risk, Recent, Inactive, Prospect.
- Own list consolidation, suppression rules, and database hygiene — including monitoring the Klaviyo profile cap ahead of peak season.
SMS Channel
- Own the SMS channel buildout from the ground up. Strategically utilise 92% of unused paid for capacity with clear metrics for success.
- Build the subscriber acquisition programme, consent architecture, and core SMS flows (order dispatch, loyalty milestone, winback) within Phase 1 of the strategy.
- Define send frequency, suppression rules, and compliance standards for the SMS channel.
Reporting & Performance
- Own campaign and flow performance reporting: open rates, click rates, revenue per send, unsubscribe rates, flow contribution as a % of CRM revenue.
- Ensure UTM and attribution standards are applied consistently — currently missing from 50% of campaigns.
- Feed weekly and monthly performance data to the Head of CRM with clear commentary and recommendations.
Team Development
- Act as day-to-day technical lead and mentor for two junior CRM Executives (one part-time UK, one offshore). Both are early in their careers and require structured guidance rather than independent direction.
- Set the daily execution agenda for junior team members, reviewing output and providing feedback.
- Help develop their Klaviyo proficiency, campaign craft, and understanding of segmentation and testing over time.
What We Need From You
Essential
- 3–4 years of hands-on Klaviyo experience at an ecommerce or DTC brand, with demonstrable ownership of flows, segmentation, and campaign delivery.
- 3-4 years of hands-on email design, rendering, optimisation and management.
- Proven ability to independently build advanced Klaviyo flow logic: branching, event triggers, conditional splits, multi-step sequences.
- Experience designing and managing engagement-based segmentation and list architecture on a large subscriber base (500k+ profiles preferred).
- A track record of owning the campaign calendar — briefing, building, QA, and scheduling without being directed step by step.
- Strong A/B testing discipline: you write hypotheses, set up clean tests, read results correctly, and act on them.
- Experience with or strong working knowledge of SMS channel setup and management.
- Comfortable with performance reporting: you can build a clear weekly send report, diagnose what’s underperforming, and explain it to a senior stakeholder.
- High attention to detail across technical setup — UTM parameters, naming conventions, send settings, data integrity.
- Have an analytical mindset with a creative flair. Someone who enjoys concepting and delivering customer journey improvements which have a positive impact on customer experience and retention.
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Nice to Have
- Experience working with Yotpo or a comparable loyalty platform integrated into Klaviyo flows.
- Familiarity with Power BI or similar BI tools for CRM reporting.
- Experience mentoring or directing junior team members in a CRM context.
- Background in gifting, baby/kids, or premium DTC retail.
- Experience with Adobe Photoshop/Illustrator
The Team Context
It is worth being direct about the team you are joining. The Head of CRM is newly in post and is focused on building and developing the function. The CRM team consists of two Executives who are early in their careers and are keen to continue developing their CRM and Klaviyo expertise. There is significant platform capability contracted and unused.
This role would suit someone who enjoys building, improving, and shaping a CRM function rather than simply maintaining an established programme.
Our Behaviours
- Ambitious — always working to improve, as individuals and as a team.
- Proactive — we develop ideas and take opportunities rather than waiting to be directed.
- Thoughtful — we take a personal approach in everything we do.
- Connected — when we work together, we make great things happen.
- Aspirational — we give every My 1st Years experience emotional value.
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Jessica, London
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