Manager, Email and SMS Marketing

Winston Brands marketing team is looking for an Email & SMS Marketing, Manager to join our team! The Email & SMS Marketing, Manager is responsible for developing and executing the Company’s marketing emails to include promotions, triggers, segmentation, revenue, and LTV while developing a sustainable growth model. This is a highly visible position, impacting the business strategically and operationally.  The Manager, Email & SMS Marketing is a business partner to Company leaders.

• Drives the email marketing strategy and execution of campaigns.
• Partners with Creative Team to design email and communication templates, develop images, content, promos, and landing pages for email marketing campaigns.
• Partners with SMS/MMS vendor to design SMS/mms and communication templates, develop content, promos, and landing pages for SMS/mms marketing campaigns. Develop quality, full lifecycle programs that are relevant and appealing to target audience.
• Champion best practices with key stakeholders ensuring vested interest in the success of email & SMS/mms marketing campaigns.
• Develops and analyzes key marketing metrics to ensure campaigns are meeting revenue and acquisition cost goals.
• Partners with SMS vendor and works with technology and customer service teams to develop and support the use of SMS and Email in providing self-support tools to customers, e.g., order tracking / status via email and SMS.
• Formulate and execute end-to-end campaign plans to optimize key traffic and revenue metrics including open rates, CTR, engagement, and conversion.
• Facilitates cross-functional collaboration with Creative Director, Website Content Manager, and Director, CRM and Channel Segmentation to align email efforts and promotional calendar.
• Works closely with Marketing Analytics & Operations to integrate, develop and manage program reporting and analysis
• Continuously optimize mailing strategies to drive higher returns including A/B and multivariate testing of subject lines, message content, images, offers, mailing frequency, segments, etc.
• Prioritizing emails & SMS based on revenue potential and overall corporate strategy, as well as resource allocation.
• Position works closely with the Marketing, Analytics, IT, Customer Service, and Creative departments.
• Position works closely with external vendors and technologies including Salesforce Marketing Cloud, Google Analytics, Attentive (SMS/MMS), and Marketing Database/CDP service providers.
• Takes actions to learn, teach and support company policies, practices, and processes.
• Manages and provides leadership and developmental opportunities for direct reports including mentoring, training, work assignments, and timely performance evaluations.
• Develops and manages budget in line with company expectations.

Experience and Skills:

• Bachelors’ Degree in eCommerce, Marketing, Advertising, or Business Administration preferred.
• 5 years’ experience managing CRM based large housefile and high-volume circulation email marketing campaigns.
• In-depth experience with Salesforce Marketing Cloud and/or Exact Target, and working with IT and/or SIs to integrate SFMC with other systems (e.g., Customer Data Platforms, 4Cite, Optimizely/EPI or other eCommerce platforms, and other Salesforce products.)
• Strong previous email marketing experience, including creating and driving successful campaigns and segmentation.  Proven track record of managing successful email marketing campaigns.
• Previous SMS/MMS marketing experience using SMS/MMS for promotions and customer support services.
• Knowledge of online A/B testing tools a plus: Optimizely, Kibo/Monetate, or others.
• Additional experience with other email providers like Cheetah Mail, Responsys, Bronto, Marketo, or other formal ESP strongly preferred.
• Additional experience with SMS/MMS technology and SMS/MMS Saas vendors, e.g. Attentive, highly desired.