Responsibilities

• Lead the email and SMS marketing channel as an autonomous, data-driven professional responsible for comprehensive program management, personalized content experiences, and measurable revenue outcomes.
• Partner closely with internal stakeholders and external partners to execute campaigns with operational excellence across a fast-paced retail commerce environment, championing a customer-first mindset at every touchpoint.
• Deliver business and fan impact through BOLD leadership and execution excellence, leveraging data, automation, and AI-enabled insights.
• Cross-Functional Leadership: - Partner with CRM Operations, brand marketing, business management, and merchandising teams to ensure campaigns are aligned to strategic initiatives, promotional calendars, pricing strategies, and inventory management - Coordinate with customer service teams to maintain consistent messaging across all customer touchpoints, and collaborate with creative teams through a clear, actionable briefing process that embeds branding principles and personalization at scale
• People Leadership: - Lead multiple concurrent projects and provide regular performance monitoring and updates to the CRM team, business management, and cross-functional partners - Establish and build productive internal and external relationships, communicating complex data insights effectively to both technical and non-technical audiences
• Fan & Customer Impact: - Champion highly personalized content experiences for known customers, fostering compelling brand storytelling that creates dynamic, engaging, and authentic interactions that deepen fan loyalty - Drive email and SMS go-to-market calendars across seasonal product categories, product launches, promotional events, hot markets, and corporate and cross-brand initiatives to ensure fans receive timely, relevant communications - Manage high-volume daily campaign delivery across all customer segments, ensuring flawless execution, optimal deliverability, and a consistent brand voice aligned with seasonal campaigns and product messaging strategies - Utilize predictive analytics and machine learning capabilities to enhance personalization and customer targeting, continuously improving the relevance and quality of fan-facing communications
• Innovation & Problem Solving: - Craft and execute comprehensive experimentation roadmaps encompassing landing page optimization, creative testing, audience segmentation, subject line optimization, and send time testing - Implement advanced A/B and multivariate testing strategies to continuously optimize email and SMS performance and surface actionable insights that inform broader channel strategy - Apply predictive analytics and emerging marketing technology to push personalization capabilities forward and identify new opportunities for audience growth and engagement - Perform real-time and ad hoc analyses to evaluate channel performance, identify optimization opportunities, and translate findings into clear, executable recommendations
• Ownership & Execution: - Own the end-to-end email and SMS marketing programs, managing complex segmentation strategies and high campaign volumes with exceptional attention to detail and without compromising quality - Plan and implement strategies focused on key performance indicators including content personalization, visit rates, conversion optimization, list growth, and revenue growth, with a proven commitment to meeting or exceeding targets - Write, edit, and optimize email copy with a strong command of direct response copywriting principles, ensuring every message is clear, compelling, and conversion-focused - Maintain operational excellence across all campaign workflows — ensuring every execution is built, tested, and delivered accurately and on schedule in a fast-paced retail commerce environment
• AI & DIGITAL CAPABILITY: - Apply AI and technology to improve efficiency, quality, and outcomes - Use data and digital tools to inform decisions and enhance performance - Demonstrate curiosity and adaptability in adopting new technologies and ways of working - Contribute to a culture of innovation and continuous improvement

Requirements

• 5–7+ years of demonstrated experience in CRM, email, and/or SMS marketing within e-commerce, multi-channel retail, digital marketing, or a marketing/advertising agency environment
• Proven track record of meeting or exceeding revenue goals through email marketing initiatives, with expertise in managing large volumes of campaigns and complex segmentation strategies simultaneously
• Strong analytical mindset with hands-on experience setting up, executing, and interpreting A/B and multivariate tests specific to email marketing optimization
• Demonstrated ability to write, edit, and optimize email copy with a solid understanding of direct response copywriting principles
• Experience leveraging predictive analytics, machine learning, or personalization tools to enhance audience targeting and campaign performance
• Exceptional project management capabilities with the ability to manage multiple seasonal campaigns and product launches concurrently while maintaining quality and accuracy
• Strong interpersonal and communication skills with the ability to present complex data insights to non-technical stakeholders and influence cross-functional partners at all levels