Responsibilities :

- Responsible for managing daily operations of the email marketing channel including: email content production, contact strategy development, list management, segmentation, development, QA, deployment, testing and optimization, as well as analytics and reporting

- Manage email lists and data integration between our email service provider (Salesforce Marketing Cloud) and CRM, set up HTML code, test and send emails

- Manage - one-off- cross-departmental email calendar, send volume, list targeting, production, etc. and define cadence based on performance testing, segmentation and organizational prioritisation

- Create and develop demand and lead generation activities, conversion programs, and marketing campaigns that provide measurable improvement in top-line and bottom-line growth and meet goals

- Responsible for understanding email system configuration, source system feed formats, data feed analysis, and platform capabilities and each area's impact on campaign design and deployment

- Implement the business logic using a rule-based language, configure and test the business rules for email marketing campaigns

- Define strategy for integrating dynamic content into emails and landing pages to boost conversion metrics

- Manage campaign workflows and coordinate with creative, digital marketing and communication teams, and other internal teams to ensure deadlines are met

- Proactively monitor marketing metrics (open rates/click-through/deliverability/etc.) and provide analysis of marketing campaigns and recommendations for enhancing effectiveness

- Develop A/B and multivariate testing strategies and optimize campaigns based on learnings and business needs

- Ensure solid deliverability through monitoring inbox deliverability, unsubscribe/spam complaint rates, and other deliverability metrics

- Create requirements for data needed to personalize and customize dynamic content for each customer segment

- Build emails using HTML or pre-existing templates. Make minor changes to email creative and email template as needed. Build templates as necessary

- Track and communicate results, success metrics and recommendations for improvement

- Seek opportunities to improve email development process / support model - driving efficiencies and faster time to market

- Closely with cross-functional teams and project manager in defining requirements and on-boarding new programs to the platform

Qualifications :

- Bachelor's Degree Required

- 3+ years of email channel expertise, includes: CRM management, responsive creative / technical design, deliverability, list segmentation, and best practices

- Experience with major Email Service Provider (ESP) or CRM platform is required.ESP experience with ExactTarget/Salesforce Marketing Cloud preferred

- Prior success with lead nurturing programs, triggered emails, and marketing automation and content personalization efforts that have demonstrably improved conversion and engagement

- Expert knowledge of developing rule based logic and email templates that integrate personalized dynamic content elements

- HTML skills and experience with HTML editor tools and Photoshop required

- Understanding of marketing funnel metrics and customer LTV analysis

- Proven experience using analytics and analytics tools to measure success and optimize campaigns

- Knowledge of best practices for creating email templates, dynamic content, testing methodologies, list segmentation, drip campaigns, deliverability and CAN-SPAM laws

- Ability to manage and prioritize multiple projects and work around tight deadlines in a fast paced environment.

- Strong editorial background, copywriting and copy editing skills are a plus

- Direct Marketing experience a plus

- Impeccable attention to details

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