Manager, Digital Marketing

KnitWell Group • Albany, OH

3d • Hybrid

About The Position

The Manager, Digital Marketing will be responsible for supporting all retention programs and owning all email & SMS/MMS messaging marketing planning, development, approval and deployment processes for our Direct-To-Consumer channels. This role will maintain and expand upon our existing email & SMS/MMS messaging marketing strategy with a focus on increased segmentation, personalization, relevancy and qualified email and SMS database acquisition. In addition, this role will act as the lynchpin between internal and external e-commerce, marketing and analytics stakeholders. They will be a key contributor to driving online and store sales via email, SMS/MMS, growing retention and increasing customer lifetime value. This individual will be customer-obsessed and drive a customer-first expansion and execution of existing batch, trigger and lifecycle email and SMS/MMS messaging marketing strategies to drive revenue through customer acquisition and repeat purchase of our products. Iterative testing & optimization excites and drives your decision making. You’re also a self-driven and curious person, who enjoys problem solving and prioritizing resources & projects based on impact to business goals and expanding customer loyalty. Cross-functional communication between E-commerce, Creative, Brand, Merchandising, Credit/Loyalty, Social and Stores teams is also a critical aspect of this role.

Requirements

• Creative and innovative manager with the ability to implement complex digital projects
• 7+ years of experience, with experience leading and managing a digital team, including oversite of Sr Specialist, specialist, and coordinator roles, in a multi-channel environment leading email and SMS/MMS programs
• Prior experience in working with an email service provider, managing daily email campaigns and reporting on results is required
• Proficient in email and SMS/MMS fundamentals: CAN-SPAM requirements, segmentation, performance metrics, program & customer health metrics, etc.
• Understanding of HTML and email design best practices across desktop, mobile and tablet
• Results-driven with exceptional detail and knowledge around metrics and ROI analysis
• Demonstrated success in managing high volume integrated email marketing programs for consumer audiences
• Knowledge of Analytics Systems ie. Adobe, PowerBI, Microstrategy, etc.
• Exceptional analytical, conceptual, and problem-solving abilities
• Exceptional writing and communication skills
• Self-starter with a strong bias for action
• Hands-on, analytical and capable in a fast-paced environment
• Collaborative team player with strong influence and ability to understand multiple points of view
• Data driven with knowledge across CRM, modeling and segmentation approaches and resources
• BA/BS in Marketing, Business, or related major

Nice To Haves

• MBA a plus

Responsibilities

• Channel Ownership: Seamlessly executes: process workflow, asset delivery, approval, QA, etc. of retention marketing programs with key focus on email (75%) and SMS/MMS (25%).
• Manages a team of 3 and vendor partners to deadlines, works with digital merchants and site team to optimize landing pages, tests campaigns, reports on campaign performance.
• Manages vendor partnerships and oversees campaigns from start to end, including ideation, briefing team members, implementation, deployment, A/B testing, optimization, monitoring, reporting and analysis.
• Works alongside the designers to ensure creative is customer-centric, meets brand standards and achieves the business goal.
• Direct to Consumer Email & Mobile Marketing: Manage the email process workflow by developing and overseeing the email calendar with the E-commerce and Marketing teams across Lane Bryant Ensuring timely completion of creative & technical briefs.
• Collaborating with the Creative, Brand and E-commerce teams on content.
• Oversee QA email assets across Email & Mobile Enhance segmentation and personalization strategy through testing, results, and analysis.
• Manage and enhance our Lifecycle & Trigger programs by refreshing creative, subject lines, and testing as well as adding additional programs to support company goals.
• Conduct multivariate tests of customer segmentation, copy/subject lines, time of send, content, landing pages and channel and activate on learnings to optimize campaign performance, customer value and retention.
• Analytics & Reporting: Continuously monitors channel performance and ensures that campaigns meet or exceed KPI’s, including quality traffic by channel.
• Use web & internal analytic tools to identify marketing, customer and product opportunities.
• Provide input on site usability and conversion KPIs.
• Participate in the cross-flow of results and best practices with the broader Marketing and Digital teams in a timely and actionable format.
• Works with the Marketing and E-commerce teams to identify customer-centric insights and execute customer retention programs across our online and offline businesses.
• Works closely with the Analytics and Digital teams as well as vendor partners to analyze findings, identify trends and recommend a course of action for future CRM initiatives.
• Identify trends and track competitors (best-in-class e-commerce retailers) in partnership with Director, CRM, Credit & Loyalty as well as Director, Digital Analytics & Optimization to inform digital testing roadmap.
• Reports back on creative results to inform future design iterations.

Benefits

• You will be eligible to receive a merchandise discount at select KnitWell Group brands, subject to each brand’s discount policies.
• Support for your individual development plus opportunities for career mobility within our family of brands.
• A culture of giving back – local volunteer opportunities, annual donation and volunteer match to eligible nonprofit organizations, and philanthropic activities to support our communities.
• Medical, dental, vision insurance & 401(K).
• Employee Assistance Program (EAP).
• Time off – paid time off & holidays.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager
• Number of Employees: 5,001-10,000 employees