CRM & Email Marketing Manager
3 weeks ago
Role Title: CRM & Email Marketing Manager
Location: Needham, MA
Job Advert Description
The Email & CRM Manager owns marketing activities for Clarks Americas, including tactical execution and strategy for the channel across email and text (SMS) messages. These accountabilities include planning seasonal marketing stories and directing visual execution of plans, cleansing and managing multiple segments, creating and executing testing plans, and reporting and analyzing performance. This person is also responsible for ensuring that the Clarks Americas email and text message programs utilizes best of breed tactics and innovates along with the industry.
What You'll Be Doing:
- Responsible for email/text channel performance against growth targets, including accountability for Revenue and KPIs (site sessions, conversion, click rates, ROAS)
- Plan and execute email and text message campaigns across segments to maximize Digital Commerce and physical store traffic and revenue including promotional and product story messaging; ownership and oversee of email marketing and text message calendar.
- Coordinate with cross-functional teams including site merchandising, retail marketing, creative and brand to create a seasonal email calendar that acheives sales targets and adheres to brand guidelines.
- Provide creative direction for execution of messages to drive commercial success, including imagery, copy and overall content.
- Incorporate a seasonal testing plan for email and text message that utilizies Email Service Provider (ESP) and text message platform capabilities with best practice optimization techniques and industry standards; be accountable for and set reporting for results of tests. Develop a data strategy and manage profiling activity for customers.
- Manage and cleanse text message segments and email segmants to promote stellar deliverability and top sender ratings.
- Optimize performance trhough email and text message testing; plan and coordinate tests, collaborate with team on test results, and share insights on next steps.
- Develop strategies for subscriber growth; manage email/text message capture optimization and automated email/text message trigger program.
- Responsible for leveraging email/text message marketing reporting to derive insights and inform strategies to improve program effectiveness.
- Support the in-store Direct Mail and Loyalty programs (and future Omni Loyalty) and how data is leveraged for establishing baseline, reporting and optimizing along the way.
- Develop segmentation guidelines based on audience analysis, customer's behavior, and past campaigns performance to develop lifecycle programs focused on activating and retaining customers.
- Monitor industry best practices, integrating those to ensure optimal email/text message results, and improved deliverability.
- Bachelor's degree in marketing or related field.
- 5+ years of email/text messsage marketing experience.
- Retail eCommerce experience required, footwaer/apparel preferred.
- Knowledge of enterprise analytics platforms such as Google Analytics.
- Experienced knowledge of email/CRM marketing processes.
- Knowledge of marketing/branding principles and creative development.
- Experience in database development and maintenance.
- Familiarity with best practicies for email creative and templates, segmentation, dynamic content, and testing methodologies.
- Familiarity with HTML and ability to learn technical systems and in-house tools quickly.
- Experience with 3rd party email/text message service provider tools.
- Excellent analytical and problem solving skills.
- Detail and quiality assurance oriented.
- Multi-tasker who excels at time management.
- Positive attitude and can-do spirit; likes challenges.
- Experience in managing a direct team.
About Clarks
Clarks, based in Somerset, England, has been at the forefront of innovative shoemaking since its foundation in 1825, when brothers James and Cyrus Clark made a slipper from sheepskin off-cuts. At the time it was ground-breaking: a combination of invention and craftsmanship that has remained at the heart of what the brand does now. In the Clarks archive of more than 22,000 pairs are shoes that have sparked revolutions and defined generations. From the original Clarks Desert Boot, first designed by Nathan Clark and launched in 1950, to the iconic Wallabee, each design has an instantly recognizable signature that makes it unmistakably Clarks.
This season, we're proud to introduce the Clarks Collective: five incredible activists championing authentic social change. From mental health awareness and LGBTQ+ rights to greater racial equality, these trailblazers are committed to creating a brighter future for us all - bringing to life Clarks' new global campaign, For the World Ahead. Through spotlighting their stories and supporting their chosen charities and initiatives, we're ready to lead the way. After all, we're originators, not imitators. It's who we are, who we've always been. And to change the world of tomorrow, we're doing things differently today.
As a global employer, Clarks is committed to embracing diversity throughout our workforce by creating an inclusive environment that reflects the many cultures and locations where we work. We strive to create a productive environment which everyone has an equal chance to succeed at all levels through the organization. We will not discriminate on the basis of sex, age, disability, marital status, color, race, religion, ethnic origin, sexual orientation or gender re-assignment', complying with local legislative requirements.
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