Email Marketing Manager - New York - Lands' End

Description

*This is a hybrid role with three weeks per month onsite (Mon. – Thurs.). The fourth week is fully remote.

The Email Marketing Manager will lead our Email & SMS marketing efforts and drive customer engagement, retention, and revenue growth. This role will be responsible for developing and executing Email & SMS marketing strategy, managing the calendar, and collaborating with creative teams to deliver high-impact campaigns.

Campaign Calendar + Execution:

• Develop and maintain a comprehensive Email & SMS marketing calendar, ensuring alignment with key business initiatives, promotions, product launches, brand stories and seasonal trends.
• Develop comprehensive campaign briefs for all email/sms campaigns and submit to creative for execution.
• Develop email template library to improve operational efficiency and optimize email performance.
• Measure template performance and update template library accordingly.
• Select appropriate email templates and provide clear, strategic briefs to the creative team to develop compelling email designs and copy.
• Own email & sms segmentation strategy and segment selection for every campaign.
• Improve project management and process with cross functional partners.
• Partner with retail to develop holistic retail marketing strategy for the email channel.
• Own all linking strategy, merchandising and execution.
• Own campaign QA to ensure all content is accurate, links are correct and content is customer ready.
• Own relationships with licensing partners and develop strategies to support licensing goals.

Personalization & Customer-Centric Campaigns:

• Develop and implement advanced personalization strategies, including dynamic content, behavior-based dyanic content, and tailored product recommendations.
• Utilize segmentation techniques to target customers by demographics, purchase history, browsing behavior, and lifecycle stage.
• Partner with Consumer Insights team on opportunities to enhance audiences with 1st, 2nd and 3rd party data.
• Drive engagement by creating emails and SMS messages that feel personal and relevant to individual customer needs.
• Collaborate with analytics and data teams to enhance audience targeting, leveraging data insights to continually refine personalization efforts.

Creative Briefs:

• Own the strategy, process and timelines for partnership with Integrated Marketing and Creative teams to submit comprehensive creative briefs for campaign assets.
• Ensure that creative assets align with campaign goals and timelines.
• Collaborate with Merchandising and Planning teams on product selection and pricing for emails.
• Oversee Email Marketing Specialist's maintenance of all ongoing and upcoming sales and promotions.

Reporting:

• Own the deployment and consistency of UTM parameters across all campaigns.
• Partner with Data Science to ensure UTM parameters are accurately captured in Adobe.
• Own the development and maintenance of campaign metadata sheets.
• Own weekly email + sms recap deck to be delivered every Monday.
• Provide monthly reporting on send volume and unsubscribe rate to Director of Retention Marketing with insights on improvements or callouts on burn rate.
• Oversee development of post campaign launch recaps for key brand initiatives.
• Provide reporting to copy team to ensure SL/PH's drive optimal open rates.
• Partner with Data Science and Data Engineering teams of the development of dashboards in data visualization tools that combine engagement and performance metrics.

Vendor Relationships:

• Attend regularly scheduled meetings with vendors to understand channel performance and develop strategies.
• Partner with email & SMS platform vendors to adopt best practices and improve performance.

A/B Testing:

• Own the strategy, development, timeline and execution of A/B testing roadmap.
• Oversee the set up, QA and execution of A/B tests.
• Conduct post test analysis, providing insights and next steps, oversee the development of recap decks.
• Partner with cross functional partners A/B test ideation and scheduling within testing roadmap.
• Submit A/B test requests to creative team.

Copywriting:

• Write all SMS copy.

Data-Driven Decision Making:

• Monitor and analyze key performance metrics, such as open rates, click-through rates, and conversion rates, to assess campaign effectiveness.
• Leverage analytics to refine audience segmentation, content strategies, and targeting approaches.
• Prepare and present performance reports to senior leadership, identifying opportunities for growth and improvement.

Technology and Innovation:

• Stay up to date with the latest email marketing trends, technologies, and regulations (e.g., GDPR, CAN-SPAM).
• Identify and implement new tools and platforms to enhance automation, personalization, and reporting capabilities.
• Ensure compliance with global email marketing laws and privacy standards.

Promo Code Generation:

• Create and manage promo codes for sales events, ensuring they are correctly applied across platforms and promotions.
• Test promo codes for functionality and troubleshoot any issues that arise during the promotion period.
Pricing File Management:
• Upload updated pricing files for promotions and sales events, ensuring that product prices reflect the campaign offers.
• Monitor the integrity of pricing and offer visibility on the website, and work with the IT/Dev team to resolve any issues.
Cross-Functional Collaboration:
• Coordinate with planning, marketing, and IT teams to ensure seamless execution of promotional activities.
• Communicate campaign timelines, deliverables, and expectations to all relevant stakeholders.
• Drive improvement in processes to operate more effectively through collaboration with cross-divisional teams.
Ad Hoc Support:
• Provide support as needed for special projects, such as flash sales, product launches, or seasonal campaigns.
Skills:
• Strong attention to detail and organizational skills.
• Excellent communication skills, both written and verbal.
• Proficiency in Microsoft Office Suite (Excel, Word, PowerPoint) and Google Suite.
• Experience with project management tools (e.g., Asana, Trello, or similar) is a plus.
• Ability to multitask and meet deadlines in a fast-paced environment.
Education & Experience Requirements:
• 5+ years of experience in email and SMS marketing, with a proven track record of success in e-commerce, retail, or apparel.
• Expertise in advanced personalization strategies, including dynamic content, behavioral triggers, and predictive analytics.
• Strong understanding of customer segmentation and data-driven targeting.
• Proficiency with email & SMS marketing platforms (e.g., Klaviyo, Attentive, Postscript, Salesforce Marketing Cloud, Braze).
• Experience building and optimizing automated lifecycle campaigns across multiple channels.
• Analytical mindset with experience in campaign reporting, A/B testing, and data interpretation.
• Experience working cross-functionally with creative teams to brief and guide campaign assets.
• Knowledge of email and SMS compliance regulations (CAN-SPAM, GDPR, TCPA).
The pay range for this position is $80,000 - $120,000. An employee's pay within the salary range will be based on numerous factors including, but not limited to, relevant education, qualifications, experience, skills, geographical location, and business or organizational needs. This position may also be eligible for annual merit increase, bonus, and/or incentive compensation. We also offer a comprehensive benefits package including paid time off, health, dental, vision, and disability benefits.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

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