The Email Marketing Manager is responsible for developing and implementing the infrastructure and strategy to establish deeper relationships with our customers, encourage engagement and strengthen customer retention. The Email Marketing Manager is analytical and able to interpret customer data to identify customer segmentation and communication journeys that will increase customer lifetime value. They have a strong background in email marketing and campaign management, developing offer strategies, setting up test & control groups, and monitoring KPIs. Requires cross-functional collaboration across the organization including IT, Creative, Operations, Analytics, and external partnerships including platform assessment and implementation.

Duties & Responsibilities

• Contact Strategy: Leverages insights, analytics and journey mapping to define customer segmentation and lifecycle opportunities across multiple touchpoints to optimize customer engagement (recency, frequency, monetary), retention and lifetime value.
• Messaging: Writes creative briefs for the development of relevant creative and messaging that increases customer response.
• Offer Strategy: Creates motivating and competitive offers based on contact strategy and touchpoint, works with cross functional teams for approval and implementation.
• Collaboration: Develops and executes email campaigns that can extend to other CRM touchpoints and landing experiences. Identifies new CRM opportunities and ways to Manages engage new customers and win back lapsed customers.
• Email Acquisition: Assess email file and sources of growth to enhance capture rate and data integrity. Manage email opt-in/opt-out language and preferences.
• Project Management: Manages email implementation and coordinates with stakeholders (internal and external) to ensure data-driven marketing goals. Manages work flow and analyzes new vendors and marketing technologies that would help build needed capabilities and future roadmap.
• Test & Measure: A/B tests creative formats and offers for optimal performance and customer engagement. Tracks and monitors results, continuously optimizing the strategy. Creates hold out groups to determine incrementality.
• Results: Monitors and analyzes performance to improve file growth, ROI, conversion rates, open rates, and customer KPIs. Communicates key metrics in partnership with the Analytics team. Tracks and socializes performance of programs and leverages learnings to continue to evolve and optimize targeting and cross-sell/up-sell opportunities. Monitors competitive landscape.
• Systems: Experienced implementing email platforms and/or CRM infrastructure (systems, communications) with the intent of automating and personalizing campaigns and enhancing the customer database with preferences and data centralization.

Education & Experience

• Bachelor's Degree required
• Minimum 5 years’ experience driving email marketing strategy
• Strong background in customer acquisition, engagement and retention strategies
• Experience in multi-channel retail industry a plus

Skills & Requirements

• Excellent written and verbal communication skills
• Working understanding of email platforms preferred
• Strong analytical and strategic thinking skills
• Demonstrated leadership, project management, & planning skills
• Prior managerial/supervisory experience a plus
• Must be able to multitask in a fast paced environment.
• Skilled user of all Microsoft Office programs