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Email Marketing Automation Manager

REPORTS TO

Director of Marketing

DEPARTMENT

Marketing

SUPERVISES

No stafff

DATE WRITTEN/REVISED

July 2019


SUMMARY

MoPOP’s Email Marketing Automation Manager plays a critical role in the growth of the institution by focusing on the multi-channel relationship with existing and new customer base to increase satisfaction, retention, and conversion. The ideal candidate loves digging into and analyzing data, is able to think strategically and tactically, has an eye for engaging messaging, has a relentless drive to maximize customer satisfaction, and a passion for MoPOP’s mission.

ESSENTIAL FUNCTIONS Other duties as assigned

  • Own CRM and ESP systems and deployment strategies
  • Lead complex targeting and personalization strategies, utilizing informed data points to develop advanced segmentation decisions
  • Create and manage email campaigns and drip programs including messaging calendar, production, testing/optimization, audience selection, and analysis/key insights
  • Set conversion and tactical goals, and own KPIs measurement and reporting
  • Collaborate with Advancement/Sales/Memberships team on knowledge of customer and loyalty framework
  • Oversee email communications program, including standing coordination, design, production, and deployment of high quality, on-time campaigns in support of cross departmental initiatives
  • Develop and optimize triggered email programs and define business logic behind customization, campaign prioritization, frequency caps, etc.
  • Manage development, hypotheses and execution of email testing program, providing takeaways and recommendations to continually improve programming
  • Collaborate with Marketing and Content Managers to devise appropriate cross-channel efforts to drive customer acquisition and retention goals; develop, design, and produce compelling email creative 
  • Proactive management of health and integrity of customer database through lapsed programming, quality of communications and deliverability
  • Develop POVs and proposals for new communication initiatives across email and CRM
  • Proactive research and identification of opportunities to further drive revenue through customer campaigns and improve marketing efficiencies
  • Drive surveying strategy development and deployment in collaboration with cross-department stakeholders
  • Uncover untapped business opportunities through analysis of customer, marketing, and web data
  • Continuously aim for conversion of customers post first-touch, designing brand induction points across email communications

QUALIFICATIONS Education / Experience / Certifications

  • Degree in Marketing, Business Administration, Strategy or related field
  • 3+ years relevant experience in customer marketing, CRM, analytics or equivalent
  • 3+ years of experience using an ESP, in-app messaging, SMS and push notifications – Prospect2 experience a plus
  • Email marketing experience required – experience with Marketo, Salesforce, or other marketing stacks a plus
  • Survey Monkey experience required
  • Loyalty program management experience a plus
  • Exceptional understanding of consumer behavior, trends and market analysis
  • Cross-channel business acumen
  • Highly collaborative and demonstrated diplomacy
  • Demonstrated depth of communications strategy and segmentation decisions in an ecommerce environment
  • Champion of customer-centric marketing; passion in leveraging data to achieve business outcomes
  • Excellent written, verbal and presentation communication skills
  • Highly proficient email, web and customer analytics, and marketing technology (specifically campaign management and data management platforms)
  • Advanced Excel skills
  • Knowledge of HTML a plus
  • Confident creative thinker and ability to think outside the box with ability to execute
  • Self-starter with an entrepreneurial mind-set and determined approach to achieve success
     

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