Job Description

JOB PURPOSE

Reporting to the Head of Digital Marketing, the Email Marketing Specialist works collaboratively with the rest of the Digital, Tech and Content (DTC) team to execute email marketing strategies, informing and educating effectiveness utilising data-driven insights. In this role, you will help to increase brand love and awareness in partnership with Marketing, Recruitment, Community and Content teams.

As an Email Marketing Specialist, you will be responsible for creating and developing email campaign strategies and executing tactics that deliver persuasive and personalised messages to current and prospective customers. This would include market research, content creation, and the dissemination of copy.

In this role, you should be someone who is passionate about marketing, and providing a first-class customer experience that can engage with our customers, drives revenue and builds brand loyalty. You must possess a breadth of experience developing and executing email campaigns, understanding of customer lifecycle, cross-channel communication campaigns and analytics reporting for everything email.

KEY RESULT AREAS / RESPONSIBILITIES

• Produce and execute all email and SMS campaigns (and other communication channels where relevant), including building emails from templates and HTML, copywriting, asset coordination, QA, and scheduling.
• Support various strategic programmes via manual and triggered campaigns across the customer lifecycle including prospecting, nurturing, remarketing, loyalty, retention, survey, and transactional emails.
• Build effective target audience and segments alongside the Marketing Automation Specialist for every message to drive engagement and revenue performance against KPI goals.
• Manage and execute email/SMS marketing and recruitment calendar and ensure alignment with business priorities, demand forecasts, and internal stakeholders.
• Use customer data such as web behaviour to drive the message and content personalisation
• Devise and execute A/B tests, manage testing calendar, record results, and advise on improvements. Testing includes subject lines, message content, CTAs, customer cohorts, and segments, send time, and new features intended to drive performance lift.
• Work in partnership with designers and copywriters to optimise email creative and template structure based on best practices.
• Mitigate email and SMS frequency between programme touchpoints to minimize database churn. This includes marketing campaigns, triggered emails, promotional emails, and transactional emails.
• Perform render testing across devices, email clients, and ISPs to ensure that emails are rendering correctly for the majority of the subscriber base.
• Provide regular campaign performance reports that include opens, clicks, conversions, revenue, revenue lift, unsubscribes, etc.
• Regularly identify trends and email marketing strategies from other leading global brands to glean insights on best practices and new innovative ideas for email marketing tactics, including audits of how we can acquire, nurture and retain these customers.
• Constantly look for new ways to improve overall email marketing strategies through new technology, tools, partners, trends, and best practices.