Email Marketing and CRM Manager
Cool women's brand is hiring an analytical, customer-centric Manager of Email Marketing & CRM to drive all of its customer retention initiatives. This critical hire will reinforce the company's relationship with customers at every stage of their journey. In this high-visibility role, this person will have wide-ranging ownership of all strategy and tactics aimed at driving retention and loyalty and increasing LTV. Key KPIs for this hire include: revenue, retention, and reactivation.
This is the perfect role for a driven, self-motivated and creative leader who is highly analytical and executes with excellence.
Email MarketingOwn the email calendar, including all related email marketing aspects (testing roadmap, segmentation and personalization, lifecycle marketing, triggered and transactional emails). Consistently drive growth in the channel. Collaborate closely with VPs of Digital and Brand on email campaign strategy. Build and optimize onsite and email trigger program utilizing customer and behavioral data. Ensure a rapid pace of A/B and multivariate experiments to optimize key performance metrics; analyze findings, present recommendations, and scale as necessary. Quickly identify and troubleshoot any campaign performance issues, and drive successful resolutions.
CRMBuild a strong understanding of customer segmentation, behavior and consumer insights to leverage in marketing campaigns that drive customer LTV. Develop a deep understanding of what resonates with our customers, sharing best practices cross-channel to improve end-to-end customer journeys. Create framework for customer segments based on user behaviors; drive segmentation efforts for email marketing, loyalty outreach, and other digital marketing initiatives. Develop strategies to drive retention and engagement. Consistently monitor the health of our retention initiatives; perform periodic and post-campaign KPI analyses to inform the business and shape future strategies.
SKILLS & QUALIFICATIONS3-5 years of CRM and retention marketing experience with an e-commerce brand, with a majority of that experience being in email marketing, loyalty, and customer insights/analytics. Deep understanding of email best practices, analytics, and associated KPIs. Experience with email personalization, segmentation strategy, and dynamic content. Experience with an enterprise level ESP is required (Klaviyo and Optimail is a plus). Experience with customer analytics software (e.g. Optimove, Custora) is highly preferred. Proven track record driving customer retention and improvement in retention channels. Exceptional analytical skills; comfortable extracting data into insights and opportunities for optimization. Experience collaborating cross-functionally (Engineering, Customer Service, E-Commerce, Brand Marketing) to drive retention initiatives. Must have experience in technical project management for retention initiatives. Highly independent and not afraid of taking responsibility. Strong project management skills, attention to detail, communication skills, and a no-task-too-small mentality. Experience with Offline CRM tactics (e.g. direct mail) is a plus. Experience building emails in HTML is a plus.