Sr. Manager, Email Marketing

RS Group•Richland Hills, TX

5d•Hybrid

About The Position

This role sits within the Performance Marketing team, driving digital growth across RS Americas through Email, PPC, SEO, and Supplier Marketing programs. The Sr. Email Marketing Manager is responsible for growing customer acquisition, engagement, retention, and revenue through lifecycle marketing, automation, personalization, and customer communications. Partnering with Ecommerce, Sales, Revenue Operations, Technology, and external agency partners, you will lead the development of scalable marketing and transactional email programs. The role requires expertise in customer data, audience segmentation, marketing technology, and process optimization to build impactful lifecycle marketing strategies, support system integration initiatives, and deliver measurable business results. Role Purpose The Senior Email Marketing Manager is responsible for developing, executing, and optimizing the email marketing and marketing automation strategy for RS Americas. This role drives customer acquisition, engagement, retention, and revenue growth through lifecycle marketing, personalized communications, marketing automation, and supplier-funded demand generation programs. Working closely with cross-functional teams and agency partners, you will help build the data foundations, processes, and automation capabilities required to scale customer communications and business performance.

Requirements

8+ years of experience leading email marketing, lifecycle marketing, or CRM programs in an ecommerce or B2B environment
Proven success developing and scaling customer acquisition, retention, and marketing automation programs
Strong expertise in email marketing best practices, including: Advanced audience segmentation, customer data analysis, and personalization strategies across multiple data sources; Email deliverability and sender reputation management; A/B and multivariate testing methodologies; Preference centers, consent management, and regulatory compliance; Dynamic content and behavioral targeting; Customer lifecycle and retention marketing strategies; Campaign performance analysis and attribution
Experience managing marketing & data agencies, external partners, and cross-functional stakeholder relationships
Hands-on experience with enterprise marketing automation platforms, including audience management, workflow automation, reporting, lead management, customer journey orchestration, and platform integrations
Experience integrating marketing automation platforms with CRM, customer data platforms (CDPs), ecommerce platforms, and other customer data sources
Strong understanding of customer data structures, data mapping, audience creation, and the data requirements needed to support segmentation, personalization, and automation
Experience defining business, data, and technology requirements to support customer segmentation, marketing automation, and scalable lifecycle marketing programs
Demonstrated ability to work across multiple systems and data sources to develop scalable lifecycle marketing programs in complex environments
Strong analytical skills with experience using Google Analytics, BI tools, marketing performance dashboards, and translating business requirements into data requirements
Excellent communication skills with the ability to translate data into actionable business recommendations

Nice To Haves

Experience with SMS, push notifications, or omnichannel lifecycle marketing programs
Familiarity with industrial distribution, manufacturing, or technical B2B markets
Experience working with CRM platforms, customer data platforms (CDPs), data integration initiatives, data mapping, and data governance principles.
Experience managing vendor-funded, co-op, or partner marketing campaigns and balancing stakeholder objectives with customer experience and commercial performance
Experience operating in environments with disconnected systems and developing scalable solutions to improve audience targeting and marketing effectiveness

Responsibilities

Develop and own the end-to-end email marketing strategy, including acquisition, onboarding, nurture, retention, reactivation, and loyalty programs
Design and optimize automated customer journeys, trigger-based campaigns, and lifecycle communications across the customer funnel
Lead audience segmentation, personalization, and dynamic content strategies to improve engagement and conversion rates
Manage email platform capabilities, templates, preference centers, deliverability, and compliance with CAN-SPAM, CASL, and privacy regulations
Monitor and improve deliverability, sender reputation, inbox placement, and email performance metrics to maximize program effectiveness
Partner with ecommerce, content, product, analytics, and sales teams to align campaigns with commercial priorities and customer needs
Manage email marketing vendors, agencies, and technology partners to maximize program effectiveness and innovation
Develop a robust testing roadmap covering subject lines, creative, content, cadence, audience targeting, and automation logic
Act as the business owner for marketing automation and customer communications platforms, driving governance, process improvements, agency alignment, and adoption of new capabilities.
Partners with Supplier Marketing teams and vendor partners to plan, execute, and optimize co-funded email campaigns that support supplier objectives while driving customer engagement, demand generation, and revenue growth.
Partner with technology teams, business stakeholders, and external agencies to identify data gaps, improve data quality, and support integration initiatives across CRM, ecommerce, customer data, and marketing platforms.
Build reporting dashboards and communicate actionable insights and recommendations to stakeholders
Leverage AI-enabled marketing capabilities and emerging technologies to improve efficiency, personalization, and campaign performance
Manage a team of one specialist