CRM Marketing Manager, Consumer at The Knot Worldwide in Chevy Chase, Maryland

Job Description:

ABOUT THE ROLE AND OUR TEAM:

The Knot Worldwide is looking for a Senior Manager with 8+ years of experience to develop and execute marketing automation programs that create meaningful connections and build loyalty with consumers. This Sr. Manager will manage B2C email and mobile communications (SMS & app) for multiple wedding brands (The Knot and WeddingWire). Using data to guide decisions, this person will set up the testing agenda to continuously evolve the program and improve performance. The right candidate will be hands-on in the marketing platform (Salesforce Marketing Cloud) and needs to have the technical capacity to modify HTML email code, develop templates, segment data (SQL), and set up tracking for proper attribution. This role is a great fit for someone with a marketing mindset who has the technical know-how to create sophisticated personalized communications.

RESPONSIBILITIES:

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  Engage users and drive value. In partnership with stakeholders, develop and build email and mobile journeys that engage consumers and increase customer lifetime value. Goals include driving leads to marketplace vendors, creating registries, publishing wedding websites, and placing stationery orders.
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  Continuous improvement. Identify new opportunities to improve audience segmentation, content, timing, and frequency. Conduct testing including subject lines, email copy, layouts and CTAs that improve conversion. Manage a structured and documented testing plan to continually improve performance.
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  Build and execute. Manage the daily set-up of one-time and automated email campaigns, content and message optimization, mobile-responsive email template creation & editing (HTML), list segmentation, deployment, and reporting within the Salesforce Marketing Cloud platform.
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  Create a personalized experience. Identify opportunities to create a more personalized experience based on available data. Use dynamic content (AMPScript) to create personalized email and push messages.
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  Collaborate across teams. Collaborate with the internal design team to create visually compelling templates and graphics that support email best practices.
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  Deliver a great inbox experience. Ensure cross-browser/email client compatibility through testing tools such as Litmus.
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  Create delightful mobile experiences. Ensure we think holistically about our mobile app and sms messaging strategies for a holistic consumer experience that is designed to delight our users and create business value.
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  Monitor deliverability. Monitor IP performance and inbox placement using ReturnPath tools and take corrective action to improve IP/domain reputation and deliverability as needed.
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  Reporting. Create performance reports including data from Google Analytics, Salesforce Marketing Cloud and internal databases to analyze campaign performance, provide performance transparency to stakeholders, and drive actionable recommendations.
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  Data integrations. Partner with the Data team to integrate data sources needed to support email campaigns.
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  Be a resource and drive channel innovation. Serves as subject matter expert on platform capabilities, automation processes, customer lifecycle development, deliverability and email marketing best practices. Keep up with evolving platform and industry changes and proactively implement to support goals.

• 5+ years of hands-on experience executing high-volume B2C email campaigns
• Well-versed in all aspects of business intelligence, marketing analytics and ecommerce analytics and deep experience with applying analytics to digital commerce or digital marketing.
• Experience managing large-scale projects
• Experience using Salesforce Marketing Cloud (preferred) or an enterprise-level marketing automation platform
• Expertise in email best practices, deliverability and CAN-SPAM regulations
• Solid knowledge of HTML/CSS coding for email and responsive design best practices
• Understanding of relational databases and basic SQL skills
• Experience with A/B testing methodologies
• Experience managing large-scale projects
• Must exhibit strong verbal, interpersonal, and written communication skills
• Excellent team player with strong collaborative skills with the ability to work cross-functionally
• Ability to anticipate needs, innovate, and flourish in a fast-paced, global environment