PURPOSE

As the lead email marketing expert, you’ll play a critical role in helping build an outbound marketing strategy to engage customers and consultants, generate awareness and interest in the brand, generate revenue, and inform and educate our consultants. As a member of the Digital Marketing team, you will help develop the company’s digital marketing strategy and development, and execute the email requirements of go-to-market plans that support company goals. We’ll look to you to inform the organization on evolving best practices and define our email marketing approach. You will partner across teams to develop outbound direct marketing campaign strategies, programs, and customer journey workflows that effectively deliver the right message to the right customer at the appropriate state in their consideration process to achieve business and marketing objectives. The role requires the coworker to be a subject matter expert with Salesforce Marketing Cloud, continually seeking out ways to improve the effectiveness of the email channel.

KEY RESPONSIBILITIES

• Support the digital marketing manager to help define and drive the email marketing channel strategy in conjunction with other digital marketing programs to drive results for our consultants and customers.
• Collaborate with marketing and field partners to conceptualize and build email executions that will fulfill customer needs, consultant needs, and business objectives.
• Oversee the delivery and execution of the email campaign strategy, including segmentation, automation and reporting. Day-to-day responsibilities will also include the need to develop and deploy emails for both our consumers and our consultants.
• Use data and campaign metrics to make recommendations for improvements for ongoing communications, journeys, and marketing programs.
• Develop A/B and multivariate testing strategies to increase customer acquisition and grow engagement.
• Work with the email vendor to resolve any issues with program. You’ll also document and maintain reports for these campaigns.
• Leverage domain expertise and using industry best practices to maintain a clean direct-marketing list to minimize occurrences of unsubscribes, bounce rates, and spam marks.
• Improve deliverability of subscriber interaction with emails, complaint rates, bounce rates, and more to reduce risk of being blacklisted.
• Review competitive landscape and best practices, and make adjustments to plans and operational activities based upon identified information.
• Research and recommend the best tools and vendors for email marketing practices, including email service providers, abandoned cart vendors, database cleansing, customer relationship management tools, SMS tools, and more.
• Conduct ongoing audits of solutions and tools to optimize email investments.
• Drive email marketing standards and guidelines.
• Support the digital marketing manager in partnering with field and technology teams to create new tools for their use and train consultants on how to leverage email marketing tools.
• Work with legal and data security teams to align email marketing programs with privacy policies and other regulations to mitigate risk. 
• Mentor email marketing specialists and other marketing managers on the tools.
• Lead efforts to identify, test, and grow new opportunities in email marketing. 

REQUIREMENTS

• Academic background in marketing, communications, business, technology or related field. Undergraduate college degree minimum, MBA a plus.
• 4+ years experience in demand generation and outbound direct-marketing campaign execution, including 2+ years in consumer marketing; retail or direct selling industry experience a plus.
• Expert-level understanding of email marketing and direct marketing. Knowledge of Salesforce Marketing Cloud required. Experience leveraging other industry-leading marketing automation and CRM platforms preferred.
• Experience establishing effective measurement and reporting programs that deliver insights to business partners enabling them to make informed decisions that increase program effectiveness.

• Proven experience scoping and documenting business and program requirements, time estimates for delivery, and resource needs working closely with business partners and IT, and overseeing cross-functional teams to deliver against those requirements.
• Exceptional written and oral communications skills. Strong interpersonal skills, well-developed organizational skills.
• Proven ability to work cross-functionally to prioritize what’s best for the company.
• Proven ability to manage complex projects with multiple stakeholders and vendors to deliver results in a fast-paced, deadline-oriented environment.
• Basic HTML experience and competency a plus.
• Team spirit and a collaborative attitude to work well within a small, high-performing team, as well as across departments.