HarperCollins Publishers

Marketing Manager, Email

Job Locations US-TN-Nashville | US-MI-Grand Rapids | US-Remote
Category
Marketing

Overview

 

Preference is to fill this position in Grand Rapids, MI or Nashville, TN but we are also open to qualified candidates that are located outside of these areas.

 

Occasional travel may be required.

 

HarperCollins Christian Publishing is committed to building a diverse and inclusive team and highly values diverse backgrounds and insights that fuel our innovation.

 

Manager of Email Marketing will be responsible for the day-to-day execution of the email and SMS marketing functions.  Working with our DTC Brand and Product Management teams, the Manager will own flawless execution of our communications strategy, ensuring that each customer gets the right type and frequency of communication.  The Manager will contribute to the strategic priorities to provide a clear and compelling experience for customers, and will drive testing strategy to continuously optimize this experience.

Responsibilities

  • Execute and help develop retention marketing strategy, including direct accountability for email and SMS channel performance. Core KPIs include email and SMS engagement rates, revenue, subscription opt-in and churn, customer repeat purchase rates and LTV.
  • Tactically balance hitting the high-level goals of each brand while also articulating email strategy, driving improvements in audience segmentation, content, calendaring and purchase frequency.
  • Own execution of promotional email and SMS, partnering with Brand and Publishing teams to align on campaign calendars and providing thought leadership and executional excellence to deliver optimal results.
  • Lead email A/B testing. Communicate test results to stakeholders and continuously iterate.
  • Map out and optimize lifecycle email strategy, including welcome series, win-backs, up-sells and other automated email flows based on RFM and other segmenting strategies. Continuously test and optimize to increase engagement and revenue from these flows.
  • Grow and manage the email and SMS database. Develop and optimize tactics for capturing emails/phone numbers, e.g. via website pop-ups.
  • Monitor email deliverability and respond to situations that impact IP reputation, domain reputation, or both. Monitor list health and data hygiene. Work collaboratively with Tech resources to ensure email program is running smoothly and lead future improvement projects.
  • Develop and launch direct-to-consumer loyalty program in partnership with Product Management team.
  • Report on performance of email and SMS, as well as plans for strategy and tactical improvements.

Qualifications

Work Experience:

  • 4 years of general digital marketing experience, with at least 1 year of experience in lifecycle marketing, including email, SMS, retention marketing and/or loyalty.
  • Familiarity with developing customer segmentation strategies.
  • Familiarity with A/B testing and using data to inform marketing decisions.
  • Experience working directly in ESPs; SailThru experience a plus.
  • Experience working in Shopify a plus.

  • Experience navigating legal compliance with CAN-SPAM and CASL, and similar regulations
  • Experience in working with copywriters and creative team members and creating an effective feedback loop.

Education: Bachelor’s Degree (or equivalent experience) Required

 

Knowledge:

  • Understand customer segmentation and email marketing best practices.
  • Understand direct-to-consumer eCommerce, retention marketing trends, and Email/CRM technologies
  • Email and SMS marketing regulations (e.g. CAN-SPAM)

Skills:

  • Exceptional written and verbal communication skills
  • Creative problem solver, with a strong attention to detail
  • Agile mindset, with the ability to pivot calendars, strategies and plans to ensure relevance and resonance.
  • Understand email and SMS best practices to be able to give feedback to copywriters, recommend subject line tests and optimizations, etc.

HarperCollins Christian Publishing is an Equal Opportunity Employer.

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