This role will own day-to-day execution and operations of our email marketing programs. The role will focus on driving top of funnel demand through content and event promotion, as well as personalized, triggered emails for down-funnel conversion, ultimately driving customer acquisition and account retention through sophisticated automation journeys as well as tactical promotional emails.
Essential Position Functions:
Autonomously manage the email and SMS calendar and will be responsible for the creation, execution, scheduling, analysis, and list growth of all email programs across multiple platforms and brands.
Collaborate with internal business partners to execute and scale email campaigns that are critical to driving growth. You will be expected to work well in a fast-paced, rapidly changing environment. You must be self-motivated, flexible, and capable of handling both tactical and strategic assignments. You must be very organized; detail-oriented; tenacious yet tactful; a strong problem solver; and able to work well under pressure.
Own Balfour & Co's promotional and content marketing email calendar
Own and execute B2B, B2B2C & DTC, end-to-end email production- including planning, development, deployment, and analysis of campaigns, utilizing Klayvio for email
Develop end-to-end triggered demand-gen email campaigns as well as ad-hoc promotional campaigns
A/B test email templates, subject lines and nurture flows
Own audience segmentation and provide visibility into list composition and growth
Perform QA on own work as well as conducting peer review of campaign set up and coding to ensure emails render accurately across ISPs and other platforms.
Participates in the QC process for all email campaigns to ensure all details, links, spelling, products, and content are correct.
Displays problem-solving skills to address and solve technical problems that arise as it relates to email campaigns.
Leverage existing segments and create new custom segments for email deployment utilizing data within the email service provider/platforms.
Partner with sales team for additional custom segment creation that falls outside the scope of the ESP.
Collaborate with ecommerce and marketing teams on campaign calendars.
Work cross-functionally to coordinate on campaign assets.
Monitor, track and report all e-mail marketing campaigns (including open rates, conversion etc.) and provide recommendations for enhancing their effectiveness.
Own weekly, monthly, and quarterly reporting on standard email and direct mail metrics, as well as impact on funnel performance.
Keep current on the latest email inbox changes, code standards, and industry standards.
Education/Experience:
Bachelor's degree required.
3-5 years of hands-on email production experience in relevant industry executing marketing campaigns.
Experience with Klayvio and project management tools (JIRA, Basecamp) required.
Experience in coding emails for responsive design.
Familiarity with dynamic personalization & audience segmentation.
Ability to build complex triggered, multi-stage email nurture journeys with personalized content.
Experience with setting up tracking, reporting, and monitoring key performance indicators.
Comprehensive knowledge of Microsoft applications (Word, PowerPoint, Excel & Outlook).
Ability to train/support others on the technical aspects of email development.
Ability to manage multiple deadline-oriented projects concurrently and thrive in a fast-paced environment.
Strong written and verbal communication skills, attention to detail and organizational skills.
Creative and conceptual thinker.
Superb quantitative and analytical skills.
Internally motivated, able to work proficiently in an independent and collaborative capacity.