Purpose of the Role:
You sit at the pivot point between marketing activities and business outcomes by employing an agile, data-driven approach to drive customer acquisition and engagement. Reporting to the Director of Digital and Growth Marketing, you are responsible for building and leading a highly effective team in the strategic direction, development, and tactical optimization of our email, paid, affiliate and organic marketing funnel. Your strong business acumen, creative skillset, content strategy and technical expertise will drive measurable business growth.
Key Responsibilities:
- Lead the planning, development, and execution of comprehensive email marketing strategies, continuously optimizing programs based on data analysis to drive customer acquisition and retention.
- Develop content calendar and present business cases for promotions that align with merchandising strategies, ensuring campaigns are compelling and drive both short-term sales and long-term customer loyalty.
- Work closely with the creative team on content requirements, building content calendars that align with promotional strategies and customer engagement goals.
- Develop and execute regular A/B testing across email, paid and other channels to optimize audiences, advertising creative, multimedia, site pages, landing pages, and placement to drive results in line with business goals and objectives.
- Manage the integration of email marketing efforts with CRM systems to create cohesive customer communication strategies.
- Oversee email automation, including setting up trigger-based campaigns using tools like Salesforce Marketing Cloud or other similar platforms
- Create reports that analyze key performance metrics (open rates, click-through rates, conversion rates) and generate reports to inform strategic decisions and optimize campaign performance
- Ensure compliance with email marketing regulations such as CAN-SPAM, GDPR, and deliverability best practices to maintain a high sender reputation.
- Partner with the Manager of Digital Analytics to provide data-driven content and performance analysis, including weekly performance analysis across channels. Leverage these insights to recommend budget allocation, audience targeting, and segmentation
- Work cross functionally with creative, technology, finance, legal and other stakeholders to drive business performance
- Forecast campaign performance and provide detailed retrospectives of performance relative to targets – use learnings to optimize future campaigns.
- Manage and develop a high-performing team of coworkers, fostering a culture of innovation, collaboration, and data-driven decision-making
- Strong written and verbal communication skills
- Ability to work with various external vendors and partners to achieve business objectives
Competencies for Success:
- Build Effective Teams
- Customer Focus
- Business Acumen
- Merchandising Expertise
- Strategic Thinking & Business Case Development
- Data Analysis & A/B Testing Expertise
- Technical Proficiency in Email Automation and HTML/CSS
Education & Experience:
- You have 5-8 years in performance media planning or marketing experience, with a strong emphasis on email marketing, including Salesforce experience or similar platforms.
- You have a proven track record in developing business cases for promotions that align with merchandising strategies and drive tangible business results.
- You are a subject matter expert on email marketing and can bring your knowledge of best practices, North American legal requirements, and mobile email standards to guide the team's focus.
- You have strong project management skills and experience managing transitions between service providers
- You possess deep knowledge of A/B testing methodologies and their application across marketing channels.
- You are proficient in email automation tools and have experience setting up and optimizing automated campaigns.
- You have an analytical mindset and take a methodical approach to your analyses, which enables you to discover key insights to make both smaller, incremental adjustments and game-changing campaign recommendations.
- You’re passionate about brand marketing and love to bring big ideas to life.
- You can collect and examine audience insights to help develop creative marketing and acquisition plans.
- You have familiarity with Google Analytics, and finding key insights related to your campaigns.
- You have had past successes developing digital marketing campaigns that delivered tangible business results in customer acquisition and increasing customer lifetime value.
- You build and maintain strong cross-functional relationships, driving results through collaboration.
- You are passionate about developing and teaching others.
