Associate Director/Director of Email and SMS Channel Strategy
As the Associate Director of Email and SMS Channel Strategy, you will be a key player on a fast-paced, ambitious, and high-growth team. You will be hands-on in building and fostering a best-in-class Email and SMS program, which will require excellent management + analytical skills, an entrepreneurial spirit with a high level of adaptability, strategic thinking, and a capability (and willingness) to establish and oversee day-to-day tasks and projects to drive growth.
A successful candidate will not only have a vision for how to develop a strategic, high volume, scalable email & SMS strategy across the portfolio of brands but have a go-getter mindset and know-how to make it all happen. This role is based in NYC and reports to Senior Director of Retention Marketing.
Responsibilities:
- Lead the short-term and long-term vision, strategy, and results for email, SMS, and other emerging retention channels to drive customer acquisition and retention.
- Own creation and adjustment of the email/sms calendar, promotion and content strategy across all brands – ensuring alignment across key stakeholders - to deliver on revenue targets while supporting key product + brand initiatives.
- Drive end-to-end ownership and process efficiency: Day-to-day oversight of calendar, segmentation, deliverable tracking, reporting, and third-party vendor partnerships.
- Develop comprehensive email + sms database growth strategies with emphasis on driving opt in rate + reducing churn, across channels.
- Establish realistic program KPIs and forecast targets to track daily, weekly, and monthly and adjust, as necessary.
- Own channel reporting with support of Analytics + Agency teams and present data in an actionable way to clearly communicate results and challenges, and proactively come to the table with program optimizations.
- As needed, ability to work hands-to-keyboard within email and SMS platforms to build creative, create audiences, and pull reporting.
- Develop robust and strategic testing strategy to optimize all areas of your programs.
- Partner with Lifecycle + Loyalty lead, to nurture customer lifecycle segments and drive loyalty through segmentation, personalization, and automation.
- Define and manage projects and initiatives, including clear project plans, timelines, and success metrics to track progression towards defined goals.
- Build effective relationships with cross-functional partners to drive projects and align on digital plans including: CX, creative, brand marketing, merchandising, growth, and agency partners.
- Ensure compliance with internal standards, legal guidelines, and inbox deliverability health.
- Serve as subject matter expert and stay up to date on digital landscape, trends, and technology
- Manage, coach, and develop Retention Marketing Manager + Coordinator and regularly communicate upwards to Senior Director of Retention and other DTC stakeholders
Qualifications:
- 6-8 years of experience in online marketing, specifically email and retention channels; beauty a plus.
- Deep understanding of email fundamentals (CAN-SPAM, deliverability), KPIs and revenue impact
- Self-starter, that thrives in a fast-paced environment and can juggle competing priorities and tasks
- Proactive, results-driven mindset with demonstrated sense of urgency.
- Excellent organizational skills with superb attention to detail; strives for absolute accuracy
- Positive, team-player attitude who can effectively communicate cross-functionally
- Hands-on experience with enterprise level email and SMS platforms (Klaviyo preferred)
- Robust analytical skills and ability to quickly interpret data and communicate learnings
- Shopify, Amplitude, and Tableau experience a plus.
- Basic HTML knowledge preferred but not required