Direct message the job poster from My 1st Years
Head of People & PA to CEO at My 1st Years
About Us
My 1st Years is the UK’s leading personalised baby and kids gifting brand, offering high-quality, beautifully designed personalised products through eCommerce, retail, and 3rd party marketplaces. With a strong brand presence in the UK, we are expanding internationally, launching into the USA and Gulf region.
We have also recently launched Made Yours, a new brand dedicated to personalised gifting for all occasions.
With personalisation at the heart of what we do, our business thrives on exceptional customer experiences, innovation, and premium quality.
We are looking for an experienced Marketing Director to lead our marketing function, driving new customer acquisition, retention, and brand growth across multiple international markets. This role is critical in ensuring we recruit the right number of new customers at the right CPA (Cost Per Acquisition) while maximising repeat purchase frequency and customer lifetime value.
Role Overview
The Marketing Director will be responsible for shaping and executing our global digital marketing strategy and advising on our ecommerce strategy, ensuring we meet revenue and growth targets across our multiple websites, retail stores, and marketplace partners.
This role will oversee customer acquisition (performance marketing, SEO, affiliates, partnerships) and customer retention (CRM, loyalty, and lifecycle marketing) while ensuring a strong, consistent brand presence across all channels.
Key Responsibilities
1. Growth & Performance Marketing
1. Develop and execute a multi-channel customer acquisition strategy to drive efficient new customer growth at the right CPA.
2. Oversee paid digital channels (PPC, Paid Social, Display, Retargeting, Affiliates) to maximise ROAS and hit acquisition targets.
3. Own the SEO & content marketing strategy to drive organic traffic and conversion.
4. Advise and support on conversion rate optimisation (CRO) to improve website performance and customer experience.
5. Work closely with the commercial team to align marketing strategies with key trading and promotional periods.
2. Customer Retention & CRM
1. Develop and implement customer lifecycle marketing to drive repeat purchase frequency and retention.
2. Own and evolve the CRM & loyalty strategy to increase engagement and customer lifetime value (CLV).
3. Oversee email marketing, SMS, push notifications, and personalised offers to improve retention.
4. Implement a data-driven approach to customer segmentation and personalisation, ensuring the right messaging at every stage of the customer journey.
3. Brand & International Expansion
1. Define and lead the global brand marketing strategy as we expand into the USA and Gulf region.
2. Work closely with the Creative Director to ensure a strong, engaging brand identity across all markets and channels.
3. Develop influencer marketing, PR, and partnerships to grow brand awareness in new markets.
4. Lead international go-to-market campaigns, ensuring a strong localised approach.
4. Data & Commercial Focus
1. Own the marketing P&L, ensuring the most efficient spend across all channels to deliver revenue targets.
2. Analyse key marketing KPIs (CPA, ROAS, LTV, retention rates) to inform strategic decisions.
3. Work closely with Finance and eCommerce teams to forecast marketing impact on sales and revenue.
4. Lead and mentor a growing team of marketing professionals, fostering a culture of creativity, innovation, and accountability.
5. Collaborate with cross-functional teams including Product, Sales, and Data Analytics to align growth strategies with product development, sales funnels, and overall company objectives.
6. Manage external agencies and vendors as needed to execute marketing strategies.
Who You Are
1. A strategic marketing leader with experience scaling eCommerce brands internationally.
2. Performance-driven, with a proven track record in acquisition marketing, customer retention, and eCommerce growth.
3. Highly commercial and data-led, with strong analytical skills and P&L ownership experience.
4. Deep understanding of paid social, PPC, SEO, CRM, email, and affiliate marketing.
5. Experience in personalised product marketing or gifting is a plus.
6. Passionate about brand building, storytelling, and creative execution.
7. Strong leadership and stakeholder management skills, with experience working cross-functionally.
Seniority level
Director
Employment type
Full-time
Job function
Marketing
Industries
Retail
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