Email Marketing Manager

Email Marketing Manager

Houston, TX - Hybrid

POSITION SUMMARY:

The Email Marketing Manager will be responsible for supporting execution of the company's digital marketing strategy leveraging various technologies including Salesforce Marketing Cloud. The Email Marketing Manager will focus on generating qualified leads, designing and executing digital marketing campaigns, measuring engagement and sales impact, and optimizing campaign creative/strategy. They will also be responsible for executing a robust digital strategy, understanding how different online marketing channels work together. They should have a deep understanding of customer behavior, the product discovery journey, and how to communicate brand/product value proposition within the customer's context.

RESPONSIBILITIES:

• Develop and execute email communication strategy to identify proper approach to increase customer acquisition, engagement, retention, and growth.
• Manage all internal and external email campaigns on the Salesforce Marketing Cloud platform, including setup, testing, deployment, and reporting; setup and testing new channels including SMS Text and Ad Studio (platforms in Marketing Cloud).
• Create complex, automated, multi-touch, targeted customer lifecycle digital marketing programs.
• Find email marketing coverage gaps and design programs to address the gap with the goal of increasing leads or improving database quality;
• Establish key metrics, create review cycle, and provide insights on customer intelligence.
• Partner with creative and campaign teams to optimize content.
• Work with other digital marketing teams to develop cross-channel communication strategy.
• Recommend and implement email best practices across the global organization
• Collaborate and attend meetings with cross-functional teams including Personalization, Salesforce 360, Business Technology, Labs, Sales, Merchandising to develop tools and solutions to support digital marketing activities.
• Develop marketing automations using Journey Builder or Automation Studio.
• Manage audiences – enterprise subscriber lists, segmentation, and data extensions.
• Measure campaign performance, market trends, competitive actions, to optimize marketing message and tactics based on campaign objectives.
• Utilize reports in Marketing Cloud, Salesforce/360 and Google Analytics to optimize and report out on campaign performance.
• Research and write compelling content for campaigns.
• Review and edit creative for content, and brand voice and tone.
• Provide formal and ad hoc training on digital marketing tools and techniques. Front line support for marketing teams on Marketing Cloud. Other duties as assigned.
• Support execution of the company’s email marketing strategy by leveraging various technologies including Salesforce Marketing Cloud.
• Build complex email automations, campaigns and journeys including setup, testing, deployment, and reporting.
• Manage, analyze and organize audiences—including subscriber lists, segmentations, A/B tests, preferences, and data extensions.
• Partner with email team peers, leadership, creative services, and campaign owners to work collaboratively on campaign strategy and execution.
• Follow, recommend and implement best practices for the email channel.
• Measure campaign performance, market trends, and competitive actions to optimize strategy and tactics. Utilize reports in Marketing Cloud, Salesforce, etc. to report out and summarize performance.

Education and / or Experience:

• Bachelor's degree preferred, in marketing, management information studies, or a related field, or commensurate business experience accepted.
• 5 years minimum experience in either Email Marketing or Database Marketing
• Marketing Cloud Trail Head certification
• Fluency in HTML to author and debug outbound emails ahead of each send
• Ability to think critically and make optimization decisions based off of data analytics
• Experience working with email marketing and marketing automation on Salesforce Marketing Cloud / ExactTarget required.
• Marketing Cloud AMPScript familiarity & experience.
• Substantial administrative knowledge of Salesforce Marketing Cloud
• Highly efficient team player, with the ability to also work independently in a fast-paced, fluid environment
• Proven track record of meeting campaign performance goals
• Demonstrated understanding of email marketing best practices
• Skilled in marketing testing, data analysis, and reporting
• Excellent verbal and written communication skills, with the ability to present technical and non-technical audiences
• Experience in building high performance marketing automation and processes is required
• Experience gathering and reporting metrics on marketing effort effectiveness is required
• Proficiency with Microsoft Excel is required
• Proficiency with Photoshop is a plus Relate-able foodservice experience or Salesforce.com experience acceptable

Professional Skills:

• Experience executing digital marketing campaigns and email marketing strategy through Salesforce Marketing Cloud, Journey Builder, and Marketing Automation tools
• Experience and working proficiency of web analytics tools such as Google Analytics of Omniture/Site Catalyst, and ability to generate reporting/insights and optimize campaigns
• Ability to work on a cross-functional team or matrix organization
• Well organized, detail-oriented, and ability to manage campaigns/campaign activities with accuracy, attention to detail and excellent follow-through
• Goal and task-oriented individual who takes personal accountability for responsibilities
• Self-starter, entrepreneurial individual who is computer literate, working proficiency of HTML/CSS, and comfortable with data
• Strong writing and communication skills