About Us.
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
Oversee and manage all My 1st Years social media channels. Develop and execute channel-specific strategies that increase brand awareness, drive engagement and ultimately convert into highly engaged web and retail traffic. You will be responsible for planning and creating multimedia content (images, copy, video and audio) that resonates with each platform's audience. You will also implement AI-driven tools and workflows to enhance efficiency and creativity. You will build and grow our online community, stay ahead of social and AI trends, and serve as the internal spokesperson for how our brand is received and perceived.
Responsibility Overview
Strategy Development
Content Creation & Scheduling
Community Management:
Analytics & Reporting
Trend AnalysisCollaboration
Main Duties and Responsibilities
Strategy & Planning
AI-integrated strategy: Develop and implement a social media strategy aligned with business goals that takes advantage of generative AI and AI analytics. You will be fluent with AI tools, multi-platform analytics and async collaboration. This includes creating and managing detailed content calendars and platform-specific roadmaps and testing AI tools for ideation, caption writing or image editing to improve quality and efficiency.
Trend monitoring and AI adoption: Stay current with social platform trends and algorithm changes. Monitor emerging platforms such as Threads or BlueSky and evaluate new AI tools (e.g., generative AI for visual and copy creation) to keep the brand relevant. Educate the wider business on social and AI innovations.
Content Creation & Scheduling
Multimedia content creation: Produce engaging original content (photos, videos/Reels/TikToks, graphics and copy) and repurpose existing assets to fit the tone of each channel. Use AI content tools (e.g., ChatGPT, Jasper, ) for caption drafts, ideation and brainstorming; maintain final editorial oversight to ensure brand voice and accuracy.
Scheduling and automation: Manage content calendars and schedule posts using social media management platforms (e.g., Sprout Social, Hootsuite, Later, Buffer) integrated with AI assistance features for optimal posting times. Keep content libraries organised and use AI to generate alt text and hashtags.
Community Management & Customer Care
Community building: Monitor all channels, respond to comments and messages promptly and with empathy, and foster a vibrant online community. Provide customer support by answering questions and escalating issues. Leverage AI to streamline responses and improve tone consistency (e.g., AI-powered sentiment analysis and response suggestions).
Reputation management: Use social listening tools (e.g., Sprout Social, Brandwatch) to track brand mentions and sentiment; deploy AI-driven analytics to uncover insights and manage crises.
Analytics, Reporting & Optimisation
Data-driven performance analysis: Track and report on key performance indicators (KPIs) such as engagement, reach, follower growth, saves, shares and click-through rates. Use AI-powered analytics to pull and interpret data, identify trends and recommend optimisations. Provide regular reports demonstrating ROI to stakeholders.
Content and campaign optimisation: Conduct A/B tests (e.g., copy variations, creative formats) and use AI tools to predict performance outcomes. Use insights to refine content strategy and improve conversions.
Collaboration & Partnerships
Cross-functional collaboration: Work closely with marketing, design and PR teams to ensure brand consistency. Communicate AI-driven insights and trends to these teams. Coordinate with paid media to align organic and paid strategies.
Influencer and brand partnerships: Identify, negotiate and manage relationships with influencers and brand partners. Evaluate AI tools for influencer discovery and vetting.
Event support: Support physical and virtual events with social coverage. Use AI tools to rapidly generate highlights and recaps.
Paid Social (where applicable)
Advertising management: Manage social media advertising budgets, audience targeting and A/B testing. Use AI to identify high-propensity audiences and optimise campaigns.
Skills and Knowledge
Social media expertise: In-depth knowledge of Facebook, Instagram, Pinterest, TikTok, LinkedIn and emerging platforms; understanding of platform algorithms and best practices.
AI fluency and prompt engineering: Demonstrated ability to use generative AI tools (ChatGPT, Jasper, ) to ideate and draft content, brainstorm, summarise data and automate repetitive tasks.
Analytics and data storytelling: Ability to pull accurate analytics from Meta Business Suite, TikTok Analytics, LinkedIn Analytics, Google Analytics 4 and scheduling tools like Metricool; interpret data and communicate insights clearly. Proficiency with AI-driven analytics and reporting tools.
Creative and technical skills: Proficient with design tools (e.g., Canva, Adobe Express, Figma), basic video editing, photography and copywriting; able to adapt brand voice across platforms. Experience with AI-enhanced design tools (e.g., Adobe's generative fill) is a plus.
Soft skills: Excellent written and verbal communication; strong initiative; effective time management and prioritisation; thoughtful, proactive and collaborative mindset; ability to work autonomously; attention to detail.
Trend awareness: Keen interest in social trends, pop culture and AI developments; ability to translate insights into relevant content and campaigns.
Experience: Previous experience in retail or eCommerce and content creation (photography/video) is ideal. A portfolio demonstrating ROI, brand storytelling and the use of AI tools will be highly valued.
Summary Key Ownership Areas
Overarching brand storytelling across channels.
Product / category marketing storytelling and campaign development and delivery for channels.
Supporting physical events and delivering social events.
Influencer and brand partnerships.
Behaviours
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
Enhanced Maternity & Paternity pay
Summer Hours
Early Finish Payday
Generous Staff Discount
Free onsite Parking
2 Volunteer Days per year