Responsibilities

• Develop audience strategies for conquest and loyalty programs, including targeting criteria, segmentation, suppression logic and messaging tailored to purchase intent, geography and event objectives.
• Define channel mix, cadence and customer journeys across email, SMS, direct mail and paid social; recommend additional platforms and channels to grow qualified audiences.
• Establish program KPIs and measurement plans, and develop registration confirmations, reminders, post-event communications and dealer nurture recommendations to improve attendance and follow-up.
• Build registration landing pages, forms and customer journeys in Limelight or other approved platforms; coordinate custom pages on the Genesco platform when needed.
• Define data fields, validation rules, consent capture, campaign source codes and triggers. Test mobile usability, form submissions, confirmations and data handoffs before launch.
• Translate business requirements into technical briefs and troubleshoot registration or transfer issues with platform and integration partners, validating that captured leads reach the appropriate systems and dealers.
• Build, edit and quality-check HTML emails using Emarsys, Stripo or comparable tools; use basic HTML/CSS to adjust templates and resolve formatting issues.
• Recommend and refine subject lines, copy, creative direction and calls to action for emails and registration pages, maintaining brand voice and coordinating brand and legal approvals.
• Understand email deployment workflows, audience selection, suppression, consent, deliverability and triggered communications; provide deployment-ready assets and verify proofs, links, tracking and rendering with sending partners.
• Plan A/B tests and evaluate clicks, registration conversion, unsubscribes and other campaign metrics to improve audience, creative and cadence decisions; interpret open rates with awareness of tracking limitations.

Requirements

• 3 - 5 years of relevant experience in CRM, lifecycle or email marketing, marketing operations or campaign analytics, with hands-on campaign production and reporting responsibilities.
• Strong understanding of CRM audience segmentation, suppression, consent, customer journeys, lead
• Hands-on experience building emails in Emarsys, Stripo or comparable platforms, with basic HTML/CSS proficiency and experience testing email rendering and tracking.
• Experience configuring registration pages and forms, including validation, triggers and QA; ability to translate technical issues into clear requirements for vendors.
• Strong Excel proficiency, including lookup formulas, pivot tables, conditional calculations, data cleaning and reconciliation; ability to turn campaign and event data into actionable insights.
• Practical knowledge of AI tools and their application to experiential marketing and CRM, with the ability to evaluate outputs, protect sensitive data and identify useful applications.
• Strong writing, project management and presentation skills, with the ability to manage multiple programs, coordinate agencies and deliver clear recommendations to clients.

Preferred

• HTML/CSS coding for custom registration landing pages; familiarity with APIs, data transfers and data-field mapping.
• Dashboard development in Tableau, Power BI or similar tools.
• Experiential measurement technology, marketing automation, multichannel campaigns, or automotive and agency experience.