Sr. Specialist, Email Marketing

Mary Kay•Town of Addison, WI

4d•Onsite

About The Position

Develops and provides best-in-class email product practices, and creates, tests, and executes dynamic, multi-channel email campaigns. This position is responsible for developing scalable email campaigns for Independent Beauty Consultants and consumers, from ideation to completion. This role also translates design mockups and delivers production support - including building, configuring, testing - for all product migrations within Salesforce Marketing Cloud. This position provides direction and support to Marketing, Design, Content, Product, Engineering, and IT teams. Mary Kay is on a journey to build a seamless experience across its many Independent Beauty Consultants and external audience touchpoints. A key factor in this success is transforming and modernizing the digital experience by evolving the site with speed, agility, and scale to enhance how the company meets customer needs and deliver an experience as innovative as the company's legacy in world-class, game-changing technology.

Requirements

Experience: 5+ years of experience in merchandising or online marketing analytics and design. Experience in eCommerce and web merchandising, including web platforms, web content management systems, Endeca, Ominiture, or similar technologies. Demonstrated senior level expertise and knowledge in the online space (web, email, social and mobile, etc.), with strong awareness of emerging trends and technologies.
Supervisory Experience: 2+ years of experience leading and managing a team
Education: Bachelor/University Degree in Business, Marketing, Merchandising, eCommerce or other related areas
Strong experience with Salesforce Marketing Cloud (formerly ExactTarget) or equivalent enterprise email automation software. Technical email knowledge such as HTML email code evaluation/troubleshooting, list management, segmentation, pre-deployment QA/testing, etc.
Strong business and analytical skills to analyze and interpret results of metrics. Must be able to identify email opportunities and overall customer experience. Experience with web analytics tools such as Omniture SiteCatalyst and Google Analytics is required.
Ability to leverage analytics findings into actionable email marketing recommendations. Must be creative, solution focused, and willing to work with others to identify fresh ideas. Advanced knowledge of email Best Practices and success metrics.
Enterprise-level email strategy experience developing and managing email and marketing testing plans.
Strong written and verbal communication skills, reliability, professionalism, attention to detail, and rapid execution are essential.
Expected to manage multiple projects at once, handle ambiguity and rapidly changing priorities, and be comfortable taking direction while managing upward. Must be data-driven, detail-oriented, organized, and motivated to provide a fantastic customer experience. Must be self-sufficient, able to prioritize and organize, and possess a high level of time and project management skills. Ability to manage multiple projects and tasks with aggressive deadlines with little direction is required. Must possess a sense of urgency, proactiveness, and display confidence as project leader. Must demonstrate strong collaboration, flexibility, and diplomacy skills..
Must have excellent interpersonal skills to effectively communicate with top management and provide direction to staff in the development of interactive marketing programs that are consistent with company objectives. Must have excellent presentation skills and comfortable presenting in front of large audiences.
Ability to set up and configure emails with dynamic content and personalized data.
Deep knowledge and thorough understanding of the email and mobile marketing industry, providers, and emerging trends.
Ability to lead and manage a team of email specialists.

Responsibilities

Strategy - Partners with the manager to lead and develop email marketing campaigns for consumers and Independent Beauty Consultants. Through creative marketing, content strategy, and product expertise, proposes best practices and provides recommendations to key stakeholders. Collaborates and strengthens relationships with other departments and teams to plan and execute email marketing campaigns and email journeys for consultants. Participates in frequent cross-functional brainstorming activities to optimize emails and click through rates. Ensures mobile-friendly email templates are developed, identifies target audience, and drives growth of our email list. Defines and executes strategy to increase engagement across all email streams, including onboarding, transactional messages, and re-engagement/retention. Leads customer email communication from strategy through execution with content, relevancy, smart segmentation, and personalization to drive customer engagement and adoption.
Execution - Develops and executes email strategy in promotional, transactional, and targeted trigger campaigns across the customer and Independent Beauty Consultant lifecycle. Creates and manages A/B testing across all campaigns to enhance productivity, deliverability, and customer engagement. Works closely with Design and Content to develop artwork and copy to fulfil channel objectives and deliver on brand look, tone, and feel. Works closely with the Engineering team to continuously improve back-end automation and system integrations. Works closely with IT to develop new strategies for targeting customers at an individual level based on salesforce data and develop processes for data integration and automation. Maintains necessary processes, controls, and procedures to ensure campaigns are being deployed on time and without error. Strategically develops and implements all email campaigns including mobile app emails.
Analysis - Regularly maintains reports on direct marketing performance and testing results to develop new optimization strategies and improve overall performance. Tracks and reports performance for email campaigns to management teams and stakeholders. This includes campaign engagement, conversion, acquisition, and retention metrics. Ensures engagement benchmarks across Open Rates, Click Rates, Opt Outs, etc. are being achieved by email marketing campaigns. Leverages analytics to inform Web Merchandisers’ decisions including identifying highest converting pages and products. Creates email databases for lead generation. Analyzes journey campaign performance and suggests improvements. Monitors new developments that may create new opportunities.
Supervisory Responsibility – Coaches, mentors, and trains other email specialists. Supports team during challenging situations and encourages them to work toward their goals. Offers advice and guidance when needed and creates a positive work environment for everyone. Continually coaches direct reports on how to achieve their individual potential and sets appropriate expectations.
Technology Responsibility- Responsible for creating data extensions, filters, and HTML email code within Salesforce Marketing Cloud. Maintains and manages Marketing Cloud contact database. Troubleshoots system issues as they arise with data extension, html email code, evaluation, and list management. Stays current with email industry technical best practices and techniques and implements into ongoing campaigns. Understands nuances in coding techniques required to successfully render emails in all major email clients and devices. Contributes to team coding standards and practices. Maintains and manages 3rd party data integrations so all customer-facing channels can operate seamlessly and timely.
This role includes an on-call component during month end and occasional after-hours or weekend support for urgent business communications.