The Email/CRM Marketing Manager is responsible for leading the strategic planning, execution, and optimization of the lifecycle marketing funnel for multiple DTC haircare sites. As part of the BBI Ecommerce team, this role will work in lock-step with our digital marketing and brand stakeholders to create customer-centric, data-driven campaigns. With a rigorous test and learn approach, the EMM will drive significant increases to open rates, click-through rates, conversion rates and lifetime value via the delivery of highly effective and personalized email marketing campaigns.
The EMM will identify and own customer segmentation, campaign planning and marketing automation processes. They will create cross-channel campaigns leading with email but extending to SMS, site banners and social channels, and collaborate with Ecommerce leadership to research and integrate a strategic customer data platform. This role will also manage campaign creative development via internal or external design resources.
This role requires a combination of technical and creative skills, a deep understanding of ESP (Klaviyo) and CDP landscape, plus the ability to collaborate effectively with cross-functional teams to align campaigns with overall business objectives and improve customer engagement and retention.
Essential Job Duties & Responsibilities:
Develop and implement marketing plans for BBI sites across all CRM channels (email, SMS, site banners)
Create and execute lifecycle/marketing automation campaigns that drive key actions across the customer lifecycle.
Write creative briefs and supervise creative development of marketing assets across multiple channels and properties, ensuring campaigns are on-strategy, on-brand, and routed appropriately for approval.
Design, manage, and analyze A/B tests to improve conversion, retention, lifetime value (LTV) and other key performance indicators.
Manage the email & SMS marketing platform (Klaviyo), lead the design and implementation of advanced automation workflows, and troubleshoot technical issues.
Leverage data analytics and A/B testing to refine email & SMS campaigns, ensuring they are highly effective and continuously improving.
Lead implementation of customer data platform for all ecommerce brands.
Create targeted and personalized email & SMS campaigns based on advanced customer segmentation, behavior, and preferences.
Work closely with the Ecommerce and Digital Marketing teams to align the email campaign calendar with overall business objectives and brand strategy.
Monitor KPIs, including CTR, conversion, revenue attribution, file health, and provide performance reports to stakeholders.
Identify areas of opportunity and clearly articulate the optimizations to maximize our KPIs
Develop best practices to share with stakeholders across the organization.
Proactively manage and monitor email deliverability, including successful campaign deployment to the correct file size and send speed.
Provide strategic guidance on new and native features while constantly monitoring industry trends and best practices.
Identify ways to further enhance our marketing technology stack and implement new capabilities to automate and personalize.
Required Skills/Qualifications:
7-10 years of demonstrated experience developing DTC lifecycle/CRM programs across multiple channels, including research, planning, execution, and performance analysis; subscription-based experience a plus.
Knowledgeable regarding all CRM channels (email, SMS, site banners), best practices, technologies, and industry trends.
Experience in marketing automation strategy with real-life examples of successful subscriber, revenue, and engagement growth at scale.
Highly data-driven and analytical with a test-and-learn demeanor and the ability to turn insights into actions to improve performance. Significant A/B test experience is a must.
Strong understanding of customer segmentation, behavior, and consumer insights.
Hands-on experience with Klaviyo & Shopify.
Proficiency in reducing email bounce and unsubscribe rates. Expertise in improving email deliverability and engagement rates.
Ability to collaborate with cross-functional teams.
Excellent critical thinking with creative solutions to overcome challenges and meet business requirements.
Excellent written communication and ecommerce copywriting skills.
Ability to identify better ways of working at scale through building new mechanisms and processes.
Strong collaborator who can work effectively within a matrixed organization to influence and drive results.
Company Benefits
Beauty By Imagination offers a VERY competitive benefits package including: