My 1st Years
Senior CRM executive
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Take the technical lead on a 1.2 million-profile Klaviyo programme
LOCATION
Hybrid · Northampton HQ
CONTRACT
Full-time, permanent
My 1st Years
My 1st Years runs CRM at real scale: 1.2 million active profiles, around £2.2m in annual channel revenue, and a Klaviyo platform with plenty more to give. We're investing seriously in this channel, and we need a hands-on technical expert to help us make the most of it.
Reporting to our Head of CRM, you'll be the technical backbone of the programme - owning flow architecture, segmentation strategy and campaign delivery, and building our SMS channel from the ground up. You'll also mentor two junior CRM Executives as they grow. This is a genuinely high-ownership role: you'll be trusted to run things independently from week one, with clear targets and strong senior support behind you.
Why You'll Want This One
- Real scale and real impact — your work sits behind £2.2m of annual CRM revenue on a 1.2m-profile account.
- A rare greenfield opportunity: build our SMS channel from scratch, with substantial contracted capacity ready to use.
- Technical ownership across 28+ live automation flows, with the autonomy to interrogate, improve and extend them.
- Direct, close working relationship with our Head of CRM on a programme with clear commercial targets and visible senior backing.
- A mentoring role from day one — help shape two junior CRM Executives as they build their Klaviyo expertise.
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What You'll Be Doing
- Leading the build and optimisation of our full Klaviyo automation suite — from post-purchase and winback flows to VIP recognition.
- Owning the broadcast email calendar end-to-end: briefing, building, QA, scheduling and deployment.
- Designing engagement-based segmentation and RFM audience architecture that powers the wider lifecycle programme.
- Building our SMS channel from the ground up — acquisition, consent, and core lifecycle flows.
- Owning campaign and flow performance reporting, with clear commentary for the Head of CRM.
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What You'll Bring
- 3–4 years' hands-on Klaviyo experience at an ecommerce or DTC brand, with real ownership of flows and campaigns.
- Proven ability to build advanced flow logic independently — branching, event triggers, multi-step sequences.
- Experience designing segmentation and list architecture on a large subscriber base (500k+ profiles preferred).
- Strong A/B testing discipline — you write hypotheses, run clean tests, and act on the results.
- Working knowledge of SMS channel setup, and confidence building clear, senior-ready performance reports.
A Bit About Us
My 1st Years is the UK's leading personalised baby and kids gifting brand. We design beautiful, personalised products and get them into customers' hands through our own site, retail partners and marketplaces around the world — and we're only getting started.
We're ambitious, proactive, thoughtful, connected and aspirational — five words that show up in how we work as much as in what we make.
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