Lead Gen Email Marketing Specialist (Mid Level)

Washington, DC
Job Terms:
Start date:
posted by:
Lara Mason

Job Description:

Lead Gen Email Marketing Specialist 

This resource will provide email marketing and program management services needed to develop and manage the Lead Generation program within our Client's Membership Acquisition and Renewals division. This includes identifying and executing the email strategy and tactics to cultivate and convert new leads into members through a series of monthly email campaigns. Specific responsibilities include developing testing roadmaps for planning, delivery and optimizations, performing day-to-day email campaign set-up, scheduling, testing, tagging, deployment and reporting/analysis. The goal of these services is to develop our Client's lead generation program into an effective, scalable channel for acquiring new members. 

Day to Day Deliverables 
• Develop agenda and lead weekly operational meetings with Vendor(s) & internal and external email teams 
• Manage the day-to-day executional details to ensure email campaigns are planned and executed accurately 
• Ensure a pipeline of ongoing testing and learning informed by results and analysis 
• Provide weekly status updates for Lead Gen team including roadmap, execution status, challenges, dependencies, reporting, and schedule 
• Develop and present business updates for Management on program performance, testing results, new creative and upcoming initiatives 

Monthly Email Campaigns 
• Manage external email subscriber vendors/programs 
• Develop testing roadmap for monthly email campaigns (proficient in direct response a/b testing) 
• Work with agencies to establish a bank of new creative and premiums 
• Provide designers and copywriters written feedback on recommendations and legal updates that are required 
• Send 3rd party email partners monthly package of subject lines, HTML and testing instructions 
• Identify target audiences for email campaigns to increase open rates, click through rates and conversions 
• Work with digital marketing to establish URL’s, tracking links, promo codes and landing pages 
• Review and approve proofs 
• Daily reporting on order counts sent to 3rd party email partners 
• Analyze campaign performance and suggest testing opportunities/improvements 
• Ensure all email campaigns comply with email best practices in the industry (mobile ready) 

Lead Gen Nurturing Email Series 
• Develop and maintain testing roadmap for lead gen nurturing email series by working with email strategist (Devron) 
• Work with email team to develop requirements, submit intake forms, attend IT/development meetings and QA proofs 
• Leverage email marketing tools to develop transactional, promotional, and informational content strategies to maximize lead generation, nurturing and conversion 
• Optimize key traffic and revenue metrics (CTO, unique CTR/UCTR, conversion rates) 
• Collaborate with digital marketing team in establishing a cross-channel lead conversion strategy 
• Weekly report breaking down Lead Gen drip series performance by vendor and touch points