Program Manager, Email Targeting Strategy
About The Position
REI Co-op is united in finding better ways to work. The goal is to help people find and enjoy the outdoors. When you work for the co-op, you do your best work. You also get support to live your best life. You help shape the future of the outdoors for people and the planet. This role improves list health and deliverability. It optimizes audience targeting and segmentation strategies. The role manages projections across the Email channel. It orchestrates channel journeys and conducts audience and segment testing. The role works with internal and external partners to enhance targeting. This role also supports MarTech enablement, reporting, and strategic planning. It ensures audience strategies align with business goals and subscriber engagement.
Requirements
- 5+ years' experience in audience optimization, targeting, and segmentation.
- Exceptional critical skills and attention to detail.
- Excellent communication and organizational skills.
- Ability to manage multiple projects and work under pressure.
- Strategic thinker with a proactive, innovative mindset and a passion for audience strategy.
Responsibilities
- Improve list health and deliverability to ensure effective communication
- In collaboration with the Program Manager, Calendar Strategy, ensure that email campaigns are projected to meet traffic driving goals
- In collaboration with the Supervisor, Content Strategy, manage and maintain accurate projections for the Email Channel. Ensure alignment with campaign planning and business goals.
- Monitor and optimize list health through regular reporting and examination
- Collaborate with Lifecycle teams on churn prevention tactics
- Define and expand targeting strategy, segmentation, and personalization
- Conduct audience model testing, frequency testing, and optimizations
- Prioritize targeting efforts to align with business goals
- Represent channels for targeting strategy on support not yet in flight
- Examine audience performance and provide actionable insights
- Recommend content increases based on audience response
- Develop and manage circulation projections and forecast audience engagement
- Guide multi-channel targeting strategy development alongside Mobile Specialist
- Manage audience pipelines and criteria
- Leverage AI targeting tools and enable model use
- Support audience matching and Customer ID processes
- Partner on database management in collaboration with MarTech and Channel Analytics
- Produce monthly list health reports and audience target count/shift reports
- Report on targeting test results and performance metrics
- Examine audience segmentation performance, providing insights and recommendations to improve engagement and conversion rates
- Maintain primary KPI documents and collaborate with Channel Analytics on dashboards
- Main point of contact for Iterable Deliverability Consultant.
Benefits
- REI offers all regular employees a generous employee discount, access to health benefits, a retirement savings plan and accrued time off.
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What This Job Offers
Job Type
Full-time
Career Level
Manager
Industry
Warehousing and Storage
Education Level
No Education Listed
Number of Employees
5,001-10,000 employees
