Email Marketing Manager

The Role

We are looking for a qualified self-starter to join our company as an Email Marketing Manager. This individual will develop, manage, and optimize lifecycle, transactional and promotional email campaigns, as well as push notifications and SMS. They will be a part of a dynamic and fast-paced team that aims to enrich and foster the relationship with the GTI customer by delivering great experiences through multiple channels at key moments in the customer lifecycle. The position will report to the Director of Shopper Loyalty & Insights and will work closely with the Marketing, Design, Content, Product, Engineering and BI teams.

Responsibilities

• Act as Product Owner for customer communication tools (i.e. - Hubspot, Salesforce Email Studio, Spring Big, etc) & the email/text message creation process

• Work closely with Marketing & Brand Teams to align on a cohesive communication strategy, roadmap, and goals and to identify and target customers for relevant and profitable promotional activity

• Build dynamic, highly-targeted messaging and campaigns tailored to distinct buyer personas (i.e. ensuring each audience receives unique content).

• Develop email, push and SMS marketing strategies in promotional, transactional and targeted trigger campaigns across the customer lifecycle.

• Coordinate with designers to create compelling communications and provide direction to internal/external copywriters and graphic designers for creative assets.

• Work closely with the BI team to develop new strategies for targeting customers at an individual level based on customer data and develop processes for data integration and automation.

• Identify opportunities to enhance our customer and patient profiles to accommodate new data capture moments, as well as trigger new workflows

• Create and manage A/B testing across of all aspects of the email strategy to enhance productivity, deliverability, and customer engagement.

• Work closely with the Engineering team to continuously improve back-end automation and system integrations, as well as enhance the email marketing program by identifying efficiencies & opportunities to leverage features (new, old, 3rd party, etc)

• Manage and optimize the current email intake and email creation process

• Manage the content/communication calendar & ensure all parties are informed on calendar updates

• Track performance, measure outcomes and use that information to optimize and iterate as well as communicate insights cross-functionally (e.g. – data reporting, readouts and optimizations)

• Actively monitor competitive practices and other industry movements/standards to ensure that the organization is “best-in-class.”

Qualifications

• 4-6 years of Email Marketing experience (retail category experience preferred but not required).

• Must have hands-on marketing automation experience, and able to build email marketing campaigns and workflows within HubSpot or Email Studio

• Audience segmentation experience required

• Subject matter expert on the implementation of data-driven dynamic and personalized content within email.

• Knowledge of HTML & SQL is a plus

• Strategic thinker with the ability to clearly articulate and implement a focused plan.

• Strong communicator with the ability to influence and drive decision making process.

• Self-starter who can manage multiple projects simultaneously.

• Comfortable leveraging analytics to make strategic business decisions on how to iterate and improve the email program.

• Adept at creating communication flows based on user behavior.
• Knowledge of email best practices including subject lines, messaging, segmentation, list management, and deliverability.
• Firm understanding of privacy laws including CAN-SPAM, GDPR, TCPA and other email/SMS compliance regulations.
• Bachelor’s degree or equivalent practical experience

Additional Requirements

• Must pass any and all required background checks
• Must be and remain compliant with all legal or company regulations for working in the industry
• Must be a minimum of 21 years of age