Responsibilities

• Act as Product Owner for customer communication tools (i.e. - Hubspot, Salesforce Email Studio, Spring Big, etc) & the email/text message creation process
• Work closely with Marketing & Brand Teams to align on a cohesive communication strategy, roadmap, and goals and to identify and target customers for relevant and profitable promotional activity
• Build dynamic, highly-targeted messaging and campaigns tailored to distinct buyer personas (i.e. ensuring each audience receives unique content).
• Develop email, push and SMS marketing strategies in promotional, transactional and targeted trigger campaigns across the customer lifecycle.
• Coordinate with designers to create compelling communications and provide direction to internal/external copywriters and graphic designers for creative assets.
• Work closely with the BI team to develop new strategies for targeting customers at an individual level based on customer data and develop processes for data integration and automation.
• Identify opportunities to enhance our customer and patient profiles to accommodate new data capture moments, as well as trigger new workflows
• Create and manage A/B testing across of all aspects of the email strategy to enhance productivity, deliverability, and customer engagement.
• Work closely with the Engineering team to continuously improve back-end automation and system integrations, as well as enhance the email marketing program by identifying efficiencies & opportunities to leverage features (new, old, 3rd party, etc)
• Manage and optimize the current email intake and email creation process
• Manage the content/communication calendar & ensure all parties are informed on calendar updates
• Track performance, measure outcomes and use that information to optimize and iterate as well as communicate insights cross-functionally (e.g. – data reporting, readouts and optimizations)
• Actively monitor competitive practices and other industry movements/standards to ensure that the organization is “best-in-class.”

Requirements

• 4-6 years of Email Marketing experience (retail category experience preferred but not required).
• Must have hands-on marketing automation experience, and able to build email marketing campaigns and workflows within HubSpot or Email Studio
• Audience segmentation experience required
• Subject matter expert on the implementation of data-driven dynamic and personalized content within email.
• Knowledge of HTML & SQL is a plus
• Strategic thinker with the ability to clearly articulate and implement a focused plan.
• Strong communicator with the ability to influence and drive decision making process.
• Self-starter who can manage multiple projects simultaneously.
• Comfortable leveraging analytics to make strategic business decisions on how to iterate and improve the email program.
• Adept at creating communication flows based on user behavior.