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Marketing Project Manager (Email lead)

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Our client’s US Consumer Marketing team is responsible for generating demand to hit the quarterly / yearly financial plans. This includes driving calls to their call center and traffic to their site, resulting in Revenue, Unit and Margin attainment, as well as driving general brand awareness with best-in-class creative and media planning. This year, they are poised to design and implement a number of new marketing initiatives to significantly advance their story across targeted audiences. To achieve this, digital marketing must be highly creative and broadly scaled across multiple segments; fully leverage the reach of partners, field, and other internal stakeholders (eg., business groups, brand and global creative teams); and align with campaign and business goals. The primary responsibility of this role is to help manage the NA Consumer Email program, including both the production of creative assets to reach target segments plus continuous analytical assessment to understand (and report on) performance. This person will work closely with other GTM vehicle leads, Merchandising, Creative, Production and the Media Agency to design and execute campaigns.

Principal Accountabilities/Deliverables
• Develop an email digital marketing strategy with Merchandising to improve awareness, engagement and ultimately result in conversion across segmented NA audiences
• Execute strategy across digital channels in a manner that is integrated with our GTM programs and broader marketing communication efforts
• Deliver briefs that are clear on the product/solution/campaign needs and vehicle strategy to the global creative and production teams. This will primarily be for email advertising.
o Provide thorough and timely feedback to global creative / production teams on the various cycles of creative approval
o Work with Merchandising Online Team and Partner Marketing to review promotions, coordinate landing pages simplifying consumer purchase path and encourage full funding
• Collaborate with CRM and Agency with development and execution of a media plan that optimizes / targets various audiences and meets financial expectations
o Using various test results, key learnings, best practices and analytics, appropriately brief messages that meet needs of our Consumer, grow active base and improve financial performance
o Able to provide clear direction to Agency on timelines and campaign expectations as well as provide insight on campaign performance in collaboration with CRM. Comfortable with challenging assumptions to drive business results.
• Generate campaign analytics to measure impact and to plan for vehicle and creative improvements
• Be accountable to vehicle performance (Visits, RUM, ROAS / MOAS), quality, deliverables and budget
• Deliver a digital marketing playbook that documents best practices and serve as a knowledge resource for everything Email

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