The candidate for this position will be responsible for the operational planning, prioritization and execution of marketing communications across all RM channels. Currently email is the major channel, but moving into cross channel life cycle messages; in product, SMS and retargeting.
Working extremely closely with the CRM & Product Marketing teams this role is pivotal in the successful execution of the CRM strategy laid out by these teams, as moves closer towards implementing cross channel life cycle messaging. Working closely with them to prioritize resources, identify target audiences and build the campaign in Campaign Management tool, this role will be integral in setting up these life cycle communication paths, and optimizing over a period of time.
Responsibilities will include driving the calendaring, testing, targeting and analysis for the global RM program, and feeding insights back to the CRM team on campaign performance.
This role requires an intense amount of cross-departmental collaboration as well as industry experience with regards to setting the standards for best in class RM communications, predominantly email.
A thorough understanding of data model and how it can be used to execute the contact strategies will be compulsory for this role.
The position also includes responsibility for managing and delivering all service and crisis response email communications, and may include a key project on restructuring transactional email. Finally, having the ability to get massive amounts of work done in an efficient and effective way and managing multiple stakeholders and competing demands will be key to this candidate’s success.
Develop, implement and optimize the life cycle campaigns within the Campaign Management solution.
Input into new life cycle messages with industry best practice, data availability and past campaign performance
Develop campaigns to satisfy the CRM strategy as laid out by the CRM & PMM teams
Work with Insights and Product teams to uncover data driven insights, recommend segmentation strategies and define audiences and personas.
Drive business requirements and work with engineering and product teams to deliver Email/CRM infrastructure, tools and solutions.
Manage the email campaign process from an operational perspective; identify key segments, audience sizing, campaign setup, execution, monitoring, optimization - test & learn.
Develop and manage test plans and apply data driven techniques to optimize email performance including: personalization, frequency testing, messaging testing, offer testing, creative testing, segmentation / targeting and delivery timing testing
Work collaboratively with the CRM, Content Management and Creative teams to develop messaging/content that is both on-brand and takes advantage of email best practices
Create email reporting dashboards and custom reports based on target KPIs and benchmarks analyzing campaign performance in order to provide actionable recommendations and deliver continuous improvements to our email program
Employ a consistent best-practice approach and provide expertise for creating email templates, dynamic content, testing methodologies, list segmentation and deliverability
Mitigate risk and reputational impact by ensuring secure data transfer and storage of more than a billion customer records, follow regulatory and privacy guidelines by ensuring email program is compliant with all LCA guidance/policies including data protection, HCP, opt out and unsubscribe process, fraud restrictions, email validation and regulatory compliance
Ensure email volume does not cause any systems of product issues - develop deployment plans outlining volumes and ensure sign off from engineering and biz ops teams
Manage email campaign manager and channel execution costs and budget
5-10 years of experience in email marketing - agency and/or client side
Experience managing high volume global (highly localized) email campaigns and programs
Ability to scale teams and operations through effective management of diverse vendors
Must have experience within a digital environment
Expert in email best practices including contact strategies, targeting and segmentation, A/B testing, delivery and deliverability issues, and analytics
Hands on experience with marketing automation capabilities, such as Exact Target, SAS, Unica, Neolane, Alterian, FastStats etc
Comfortable with data models and mailing list selection criteria from complex databases and BI
Current knowledge of industry regulation and privacy issues
Hands-on experience and proven track record managing all aspects of email campaigns and delivery through major email service providers - experience with large scale ESPs required
Strong analytical skills and solid understanding of all email marketing performance metrics as it corresponds to a digital strategy
Strong quantitative skills and familiarity with site-site analytics
Self-starter, with strong initiative and the ability to thrive in, rapidly changing/growing environment
Exceptional project management skills, attention to detail, ability to manage multiple projects
ROI and insights-minded, with experience driving measurable results
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