Email & SMS Marketing Manager

Email marketing serves as the primary strategic management and operation of our company's communication with prospects and customers (retailers and suppliers) around the globe. As the Email & SMS Marketing Manager, you will oversee all aspects of Email and SMS marketing campaigns, including but not limited to market research, content creation, list segmentation and the dissemination of copy. This position will also serve several specialties, including retention marketing, Email/SMS marketing, Email newsletter and digital magazine build and deployment, subscriber list growth, and Email deliverability and reporting. In addition, you will partner with multiple in-house and 3rd party entities to divert Email and SMS traffic in order to drive deeper engagement and maximize ROI.

Scope of Core Responsibilities

• Email Marketing & Subscription Programs. In partnership with internal stakeholders and ESP, take the lead to develop strategies and tactics to advance Email effectiveness, deepen engagement and grow Email marketing products.

• Marketing Automation, Technical Implementation and Email/SMS Tool Integration. Understand Email and SMS marketing technology, platforms, and software to send effective Emails to our target audiences. Create and deliver relevant drip-feed campaigns based on data (sometimes pulled from other tools or marketing platforms) to create relevant journeys within multi-channel campaigns to drive action and conversions.

• Master Email/SMS Calendar. Manage and execute master Email/SMS marketing calendar and ensure alignment with business priorities, demand forecasts, and internal stakeholders.

• SMS Marketing and Integrated Campaigning. Produce and execute all Email and SMS campaigns, including creating templates and HTML, copywriting, asset coordination, QA, scheduling and posting to web.

• Email & Subscription Program Campaign Strategy. In partnership with internal stakeholders plan, design and implement strategic Email programs via manual and triggered campaigns across the customer lifecycle including prospecting, win-back, nurturing post-purchase, loyalty, retention, surveys, and transactional Emails/SMS to advance Email effectiveness, deepen engagement and gro Email marketing products.

• Database Management. Manage the Email Database. Work directly with the marketing team to recommend and create audiences based on key KPIs for campaigns, segment audiences based on behaviors like past Email engagement and website interactions, and drive engagement and revenue performance against KPI goals (CTR, CVR, ROAS, CPA, CPC, EPC, Open Rate). Create a well-oiled nurture machine that generates conversions and promotes list growth.

• Customer Experience and Journey Mapping. Build Emails and map customer journeys. In tandem with marketing team members, create and launch within the Marketing Automation Platform according to intentional customer experience design and relevant sales funnel. Monitor for optimization opportunities.

• Message & Content Personalization. Use customer data and insights from reports, such as CRM, web, attendance and purchasing behavior, to drive the message and content personalization.

• A/B Testing Skills. Devise, execute and A/B test across Email marketing campaigns to ensure optimal click-through rates, and drive conversions across mobile, desktop, dark mode, etc. Develop a testing calendar and report that includes subject line, message content, CTAs, customer cohorts, segments, send time, and new features intended to drive performance lift.

• Optimize Email Creative and Templates. Work in partnership with Marketing, external design partners and copywriters to optimize Email creative and templates based on performance and insights, as well as best practices. (Various formats include text, HTML, custom.) Ideal candidate will have a strong creative vision and excellent design skills (e.g., Adobe Creative Suite).

• Render Testing. Perform render testing across devices, Email clients, and ISPs to ensure Emails are responsive and rendering correctly for the majority of the subscriber base.

• Campaign Performance Reports. Create and maintain performance reports and monitor metrics. Reports to include successes and opportunities for growth; measure results and optimize Email and SMS campaigns in order to convert leads into conversions; provide reports to internal stakeholders and suggest/make changes based upon results.

• Email Deliverability & Contact List Cleaning. Diagnose Email deliverability health—including high bounce rates and spam folder placement—alongside our Digital Marketing Director, IT and data teams to target 100% Email deliverability. Understand how to identify the root cause of the problem to solve quickly and get our brand back on track.

• Audit. Innovate, Improve. Regularly identify trends, best practices, technology and Email/SMS marketing strategies from other leading global brands and thought leaders. Glean insights and new innovative ideas for Email marketing tactics, including audits of how we can acquire, nurture and retain these customers.

• Global Data Privacy Policies. Stay on top of the rapidly changing global data privacy policies, a growing SMS marketing industry, opt-in requirements for both Email and SMS, and an increase in the value of an owned and engaged Email marketing list.

Required Experience, Knowledge, and Skills

• 3-5 years of proven experience managing automated Email/SMS programs (Microsoft Dynamics preferable but not required)

• Bachelor's degree in Business, Marketing, Digital Communications, or related field preferred

• Hands-on experience with marketing automation in Email/SMS platforms (e.g., Microsoft Dynamics, Hubspot, twilio)

• Experience building an Email/SMS marketing campaign from scratch

• Detailed knowledge of Email/SMS regulations, best practices, and compliance internationally in various regulatory regimes (e.g., GDPR, CCPA, TCPA, CASL)

• Detailed knowledge of Email deliverability and troubleshooting; as well as Email service providers' best practices

• Proven work experience in growing, engaging with, and analyzing the performance of large marketing databases

• Knowledgeable in Google Analytics 4, HTML/CSS, A/B Testing, and other AMS and CMS. (Microsoft Dynamics and Kentico experience a plus)

• Proficient in data analytics to determine important data and able to glean insights to suggest improvements

• Experience with web analytics and utilizing reporting tools and dashboards to provide team members with detailed post-reporting analysis including recommendations with the ability to consult campaign managers on how to apply learnings (Google Analytics, PowerBI experience a plus)

• Exceptional ability to organize work and tasks; attention to detail while working across multiple integrated campaigns across media properties and subscriptions, list growth, association membership, products, services and events.

• Project management experience collaborating and managing both internal teams and external vendors on the development of Email templates, copy and strategy that follows an integrated marketing strategy

• Experience with Adobe Creative Suite (Photoshop, Illustrator, InDesign)

• Strong knowledge of A/B testing and tools

• Strong Email and web copywriting abilities

• Knowledge of SEO/SEM

• Strong communication, business acumen and analytical skills; a problem solver

• Passionate, articulate and engaging; able to explain complex things easily

• Get it done mindset

• A team player

• Self-sufficient but comfortable taking guidance

• A natural curiosity to test, solve, learn and explore complex issues and opportunities