Email Channel Strategist - 12 Month Term

WestJet Group•Calgary, AB

5d•Onsite

About The Position

The Guest Retention & Engagement team oversees email, website, mobile app and other owned channel content marketing for WestJet. This role is the electronic messaging voice of WestJet, representing the brand in millions of direct interactions with guests. These interactions can range from promotional offers to providing critical travel information. This specialized role requires a combination of marketing and technical skills, with a strong background in creating digital marketing experiences. The position involves analytical skills to evaluate campaign performance and develop testing strategies for continuous optimization across owned channels. The Channel Strategist role is part of the Marketing team and reports to the Manager, CRM Ops and Enablement, supporting the creation and delivery of marketing campaigns across messaging channels. Understanding and applying email marketing best practices, and experience with digital platforms supporting automation, email marketing, omni-channel orchestration, and dynamic, personalized experiences with marketing automation technology are essential.

Requirements

2-4 years of marketing in a role focused on email or digital channel marketing
Experience with an Email Service Provider, Marketing Automation system (preferably Adobe Campaign, Oracle Responsys or Salesforce Exact Target), and digital analytics platform (preferably Adobe Analytics)
Ability to write technical requirements and liaise with IT and support teams during development and UAT
Experience in Digital Marketing including channels of email, website, display, push messaging and in-app messaging
Strong understanding of database concepts and segmentation
Ability to identify audience segments and opportunities within
Knowledge of email deliverability best practices and how to apply them
Excellent communication and interpersonal skills with the capability of establishing respect and credibility through actions
The ability to work on multiple projects, meet deadlines and work well under pressure
Ability to work independently with minimal direction, while also functioning and contributing as part of a team
Proactive, energetic personality with an inquiring mind that can also work under tight deadlines

Nice To Haves

Education in Marketing or Communications considered an asset

Responsibilities

Creation and execution of email and multi-channel communication programs via Marketing Automation technology including setup of campaign in tool, QA/testing, execution and reporting
Analysis of current communications (marketing and transactional) and provides recommendations for improvement
Engage with support teams and agencies to develop any new templates or concepts required
Troubleshoot technical issues related to HTML templates, list segmentation, workflow configuration and other aspects of digital communication executions, as required
Reviews deliverability performance for communication systems and works with appropriate teams or partners to optimize
Stays up to date on and recommends marketing channel best practices for strategy, design and testing of digital campaigns including the channels of email, online display, social and push notifications
Support areas across WestJet in the development and execution of ad hoc emails. Includes support of Guest Relations, Guest Experience, Rewards, etc.
Earns the confidence of key stakeholders through demonstrated success and strong relationships, becoming a trusted business partner
Learn – continuously. And help team members and stakeholders learn too!