Senior Email Marketing Specialist

Senior Email Marketing Specialist The Senior Email Marketing Analyst will help lead our customer communications strategy across email, SMS, and push notifications. This role is responsible for developing, executing, and optimizing personalized, data-driven campaigns that strengthen customer engagement, increase retention, and drive revenue. The ideal candidate combines strong technical execution skills with a strategic understanding of lifecycle marketing and omnichannel customer experiences. ESSENTIAL FUNCTIONS Lead the execution and optimization of customer communications across email, SMS, push notifications, and emerging digital messaging channels. Build, code, test, QA, and deploy responsive email campaigns using HTML, CSS, and Liquid personalization. Develop and execute SMS and push notification campaigns that align with broader marketing initiatives and customer lifecycle strategies. Drive innovative, customer-centric communications that support merchandising, promotional, and retention objectives. Maintain best-in-class standards for campaign quality, deliverability, accessibility, and cross-device compatibility. Build and optimize automated customer journeys including welcome series, abandoned cart, browse abandonment, post-purchase, loyalty, and win-back campaigns. Analyze campaign performance across email, SMS, and push channels to identify opportunities for segmentation, personalization, automation, and optimization. Develop A/B testing strategies for subject lines, messaging, creative, timing, offers, and audience targeting. Partner with Marketing, Merchandising, Creative, Analytics, IT, and Customer Service teams to deliver integrated customer communications. Maintain modular templates, reusable components, and efficient campaign workflows. Leverage customer data and behavioral insights to improve engagement, conversion, and customer lifetime value. Help develop long-term strategies for subscriber growth, customer retention, and dormant customer reactivation. Stay current on industry trends, platform capabilities, privacy regulations, and emerging CRM technologies. Mentor team members by sharing best practices and improving processes through influence and technical expertise. Perform other duties as assigned. EXPERIENCE / QUALIFICATIONS 3–5+ years of hands-on experience managing email marketing campaigns in an enterprise environment. 2+ years of experience executing SMS and push notification campaigns, including audience segmentation, scheduling, personalization, and performance optimization. Strong proficiency with HTML, CSS, and dynamic scripting languages such as Liquid for personalized email development. Hands-on experience building and deploying campaigns in Zeta Marketing Platform preferred. Experience with customer journey orchestration, lifecycle marketing, triggered campaigns, and marketing automation. Strong understanding of email deliverability, SMS compliance (TCPA), mobile messaging best practices, and push notification engagement strategies. Experience building responsive emails, modular template systems, cross-client rendering/testing, QA workflows, and accessibility standards. Experience with audience segmentation, customer loyalty programs, database marketing, and behavioral targeting. Experience interpreting campaign performance metrics and making data-driven optimization recommendations. Bachelor's degree in Marketing, Communications, Business, or a related field preferred. Adobe Creative Suite experience is a plus but not required. KNOWLEDGE, SKILLS, & ABILITIES Deep understanding of CRM and lifecycle marketing across email, SMS, and mobile push channels. Strong project management skills with the ability to manage multiple campaigns and deadlines simultaneously. Excellent analytical skills with experience using campaign performance data to improve engagement and revenue. Strong understanding of customer segmentation, personalization strategies, and marketing automation. Knowledge of email deliverability, inbox placement, mobile messaging best practices, and customer communication compliance. Excellent written and verbal communication skills. Ability to collaborate across cross-functional teams while managing projects independently. Passion for testing, optimization, and continuous improvement. TRAVEL REQUIREMENTS: N/A PHYSICAL REQUIREMENTS: Regularly sits, stands, walks, and works on a computer. Seldom/never lifts up to 50 lbs. INDEPENDENT JUDGEMENT : Performs tasks and duties under general supervision, using established procedures and innovation. Chooses from limited alternatives to resolve problems. Occasional independent judgment is required to complete work assignments. Often makes recommendations to work procedures, policies, and practices. Full Time Benefits Summary: Enjoy discounts on retail merchandise, our restaurants, world-class resorts and conservation attractions! Medical Dental Vision Health Savings Account Flexible Spending Account Voluntary benefits 401k Retirement Savings Paid holidays Paid vacation Paid sick time Bass Pro Cares Fund And more! Bass Pro Shops is an equal opportunity employer. Hiring decisions are administered without regard to race, color, creed, religion, sex, pregnancy, sexual orientation, gender identity, age, national origin, ancestry, citizenship status, disability, veteran status, genetic information, or any other basis protected by applicable federal, state or local law. Reasonable Accommodations Qualified individuals with known disabilities may be entitled to reasonable accommodation under the Americans with Disabilities Act and certain state or local laws. If you need a reasonable accommodation for any part of the application process, please visit your nearest location or contact us at . Bass Pro Shops