Manager, Email Strategy

Mc Lean
Jul 22, 2013
Aug 21, 2013
Ms. Sydney Murphy
Full Time
This person will be responsible for the strategy and performance for both scheduled and transactional emails, driving the calendaring, testing, targeting and analysis of all email products across the business.


Develop and execute lifecycle email marketing strategy and roadmap across all business units that tracks to department-specific and business-wide KPIs and goals
Provide leadership and manage the email campaign process end-to-end including: email program strategy, creative, email content / messaging development, campaign execution, analytics, and reporting.
Develop test plans and apply data driven techniques to optimize email performance including: personalization, frequency testing, messaging testing, offer testing, creative testing, segmentation / targeting and delivery timing testing
Proactively monitor marketing metrics (open rates/click-through/deliverability/conversion etc.) and provide analysis of marketing campaigns and recommendations for enhancing effectiveness
Work collaboratively with product and creative teams to develop messaging/content that is both on-brand and takes advantage of email best practices
Create email reporting dashboards and custom reports based on target KPIs and benchmarks analyzing campaign performance in order to provide actionable recommendations and deliver continuous improvements to our email program
Look for ways that email can help departments solve problems and accomplish business goals
Employ a consistent best-practice approach and provide expertise for creating email templates, dynamic content, testing methodologies, list segmentation, deliverability and CAN-SPAM laws
Stay current with best practices, strategies, and industry standards related to email


8-10 years experience in email marketing, in B2C environment
Must have experience within a digital environment
Expert in email best practices including contact strategies, targeting and segmentation, A/B testing, delivery and deliverability issues, and analytics
Strong quantitative skills and familiarity with site-site analytics, as well as exceptional communication and presentation skills around analyzing and translating reports to guide strategy
Current knowledge of industry regulation and privacy issues
Strong leader who can lead a team of individuals from multiple departments in developing/executing a digital strategy
Hands-on experience and proven track record managing all aspects of email campaigns and delivery through major email service providers - experience with ExactTarget a plus
Strong analytical skills and solid understanding of all email marketing performance metrics as it corresponds to a digital strategy
Self-starter, with strong initiative and the ability to thrive in, rapidly changing/growing environment
Exceptional project management skills, attention to detail, ability to manage multiple projects
ROI and insights-minded, with experience driving measurable results
Bachelors Degree required, advanced degree a plus

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