Digital Marketing Manager, Email & SMS
About The Position
The Digital Marketing Manager, Email & SMS owns the planning, build, deployment, and performance of email and SMS marketing programs across Balfour & Co. brands and divisions. Reporting to the VP of Ecommerce, this role ensures accurate audience targeting, strong inbox deliverability, and regulatory compliance, using data-driven insights to support engagement, conversion, and revenue. The position is based full-time onsite at the company’s corporate headquarters in Aventura, Florida; hybrid and remote options are not available, and only local candidates will be considered. Balfour & Co. has served students and families since 1913 and operates collegiate and high school commencement services brands including Balfour®, GradImages®, and ArtCarved®. Its products and services include class jewelry, yearbooks, caps and gowns, apparel, and photography.
Requirements
- Bachelor’s degree (BA/BS) in Marketing, Communications, Technology, Business, or a related field.
- At least 3 years of hands-on email marketing experience.
- Experience with email service providers such as Klaviyo and knowledge of campaign management, automated flows, behavioral triggers, and lifecycle marketing.
- Experience integrating third-party data sources for audience segmentation, personalization, and behavior-based email campaigns.
- Working knowledge of HTML/CSS for email.
- Strong Microsoft Office skills, including Excel, Word, and Outlook.
- Exceptional attention to detail, analytical and problem-solving skills, and ability to manage multiple projects and meet tight deadlines.
Nice To Haves
- Experience in the commencement, education, or e-commerce industry.
- Familiarity with SQL or audience query tools, Google Analytics, and CMS platforms.
- Experience with Klaviyo or other related email database systems.
Responsibilities
- Plan, build, and deploy promotional, triggered, and lifecycle email and SMS campaigns aligned with the marketing calendar and brand standards.
- Develop and optimize automated customer journeys, including welcome, abandoned cart, post-purchase, and re-engagement flows, using dynamic content and personalization.
- Build and validate target audiences using queries, databases, contact lists, and relational tables in partnership with the VP; develop strategies to reactivate inactive contacts, improve list engagement, and optimize audience health through segmentation and lifecycle marketing.
- Own each brand’s sent checklist and test messages for rendering, mobile responsiveness, links, personalization, and accessibility before deployment.
- Monitor deliverability daily, including inbox placement, bounces, complaints, and sender reputation; maintain SPF, DKIM, and DMARC alignment and list hygiene, and escalate issues promptly.
- Test email accuracy in design and functionality.
- Track and report KPIs, including open rate, click-through rate, conversion, revenue per email, unsubscribe rate, and list growth; recommend data-driven improvements.
- Perform recurring quality assurance on each ESP database and maintain a thorough understanding of each brand’s opt-in sources and preference-center settings.
- Ensure campaigns and automated flows comply with CAN-SPAM, CASL, applicable U.S. state privacy laws including CCPA/CPRA, Canadian privacy laws including PIPEDA and applicable provincial legislation, and mailbox-provider bulk-sender requirements.
- Maintain accurate consent records, manage opt-in and unsubscribe preferences, enforce suppression lists, and ensure compliant collection, use, sharing, and retention of customer data.
- Partner with creative, sales, e-commerce, and IT teams; use internal CMS platforms and report technical issues to the VP of Ecommerce.
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What This Job Offers
Job Type
Full-time
Career Level
Manager
