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Transcript
Job Description
Page 1 of 2
Job Title: Manager, Email Marketing
Department: E-Commerce Marketing
Reports To: VP, eCommerce
Job Code: MGREMMKT
Job Classification: Salaried, Exempt
Location: EGV
Date Originated: 3/26/2014
Revision Date:
HR Approval: TPI 3/26/14
POSITION PURPOSE
The Manager, Email Marketing is responsible for developing and executing the Company’s marketing emails to include
promotions, triggers, segmentation, revenue, and LTV while developing a sustainable growth model. This position is a
dotted line report to Manager, Multichannel CRM.
ESSENTIAL DUTIES AND RESPONSIBILITIES – Other Duties May Be Assigned
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Drives the email marketing strategy and execution of campaigns.
Partners with Creative Team to design email and communication templates, develop images, content, promos, and
landing pages for email marketing campaigns.
Develop quality, full lifecycle programs that are relevant and appealing to target audience.
Design an outreach strategy that provides constant contact to customers without becoming annoying, overwhelming
or boring.
Champion best practices with key stakeholders ensuring vested interest in the success of email marketing
campaigns.
Develops and analyzes key marketing metrics to ensure campaigns are meeting revenue and acquisition cost goals.
Manage email and database marketing tools.
Analyze back-end data of email campaigns and make recommendations for enhancing their effectiveness.
Develops and executes all the Company’s data-driven email marketing programs to generate leads, cross-sell
customers, and nurture prospects.
Work closely with Manager, Multichannel CRM to implement campaigns and report on campaign success.
Formulate and execute end-to-end campaign plans to optimize key traffic and revenue metrics including open rates,
CTR, engagement, and conversion.
Manage list segmentation and develop segmentation strategies to increase engagement and to get the right message
to the right person at the right time.
Owns all metrics, including revenue, deliverability, opens, opt-outs, and clicks, and use results to drive future action.
Builds and maintains the email calendar.
Manages relationships with our email service provider.
Work closely with the Manager, Multichannel CRM to implement processes while developing customer acquisition
values.
Continuously optimize mailing strategies to drive higher returns including A/B and multivariate testing of subject
lines, message content, images, offers, mailing frequency, segments, etc.
Utilize the best email practices to ensure CAN-SPAM compliance.
Drives email list growth strategies and execution across multiple channels, serving as email acquisition authority
across the organization.
Prioritizing emails based on revenue potential and overall corporate strategy, as well as resource allocation.
Work with marketing to support and design prospecting campaigns.
SCOPE
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This position has a direct impact on the reputation the Company maintains in a highly competitive marketplace.
Works to facilitate the objectives of the department and Company under minimal direction. Position requires the
exercise of independent judgment.
This is a highly visible position, impacting the business strategically and operationally. The Manager, Email
Marketing is a business partner to Company leaders and as such must be well versed in Winston Brands business
model and plans.
Position works closely with the Marketing, IT, and Creative departments.
Position works closely with external vendors including Cheetah Mail, Google Analytics, and Web Decisions.
Winston Brands reserves the right to, at any time, modify job responsibilities/requirements based on business need.
Job Description
Page 2 of 2
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The eCommerce Assistant is a direct report to this role.
MANAGEMENT RESPONSIBILITIES
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Takes actions to learn, teach and support company policies, practices, and processes.
Manages and provides leadership and developmental opportunities for direct reports including mentoring, training,
work assignments, and timely performance evaluations.
Provides guidance on goals and objectives through clear, effective, timely, and constructive feedback to staff.
Practices open door policy. Identifies, addresses, and resolves conflict immediately while maintaining a positive
work environment.
Demonstrates positive self-confidence and business maturity in professional relationships.
Adheres to company policies and leads by example; maintains confidentiality of sensitive information.
Develops and manages budget in line with company expectations.
COMPETENCIES & SKILLS
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Stay current with email marketing best practices, strategies, and industry standards.
Proven ability to communicate insights and action items driven from data.
Analytical and segmentation skills, as well as excellent email copywriting/editing skills; strong attention to detail.
Demonstrated ability to juggle short-term needs with overall strategy, to toggle between writing, production and data
analysis.
Creative, highly organized, articulate, flexible, and very hands-on.
Ability to manage email programs from conception to production, including back-end analysis.
Proactive, energetic, self-starter who thrives on getting things done.
Ability to develop email strategies, segmentation, list management, and content management to optimize
engagement and continuously improve results.
Clear understanding of marketing metrics and expertise in A/B testing and ROI analysis.
EDUCATION & EXPERIENCE
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Bachelors’ Degree in eCommerce, Marketing, Advertising, or Business Administration preferred.
5 years’ experience managing CRM based email marketing campaigns.
Strong previous email marketing experience, including creating and driving successful campaigns and segmentation.
Proven track record of managing successful email marketing campaigns.
Knowledge of online A/B testing tools a plus: Optimizely, Monetate, or others.
Knowledge of Project Management a plus.
Expert knowledge of email best practices including targeted lists, subject lines, messaging and deliverability.
Experience building business requirements for list segmentation, work flows and triggered events.
In-depth experience with Cheetah Mail, Responsys, Bronto, Marketo, etc. strongly preferred.
WORK ENVIRONMENT & PHYSICAL DEMANDS
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Standard office environment. Stress may occur with tight deadlines and long hours. Minimal travel may be
required.
Standard physical activity such as standing, walking, and basic motor skills to access computer files for information,
data entry or document creation. Sitting for extended periods.
Winston Brands reserves the right to, at any time, modify job responsibilities/requirements based on business need.