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    Senior Email Marketing Specialist - Nashville, United States - Genesco

    Genesco
    Genesco Nashville, United States

    1 week ago

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    Description

    Job Summary:

    The Senior Email Marketing Specialist will be responsible for the strategy and execution of email and SMS marketing campaigns and automations within Salesforce Marketing Cloud.

    Working closely and reporting to the Email & SMS Marketing Manager, this role is expected to manage email campaigns from start to finish while working with various stakeholders to drive each email from ideation to completion for the Journeys business concept.

    Responsibilities include the end-to-end process of seasonal planning activities with the Product and Creative teams, coordination of the monthly email communication plans to align with business needs, weekly building of email assets and subject lines ensuring that deliverables are complete, on-time and executed with a high degree of accuracy and effectiveness.

    This role will also be expected to measure, test, analyze necessary KPIs as requested and present campaign performance.

    In this position they will be responsible to collaborate with internal teams including Personalization, Creative, Marketing, Product, Site Merchandising and Analytics while maintaining daily operations with SFMC teams.


    Job Responsibilities:

    Support the management of the email process workflow partnering closely with cross-functional teams to ensure timely asset delivery and email approval.

    Assist in the implementation of SMS/MMS communication plan and segmentation, working closely with the Email Marketing Manager.

    Identify target campaigns and ensure segmentation is built to meet business goals, strategies and executional deadlines of cross functional partners.

    Work within project management software (Asana or similar tool) to help organize and prioritize content requests.
    Tag, schedule, manage, review and deploy emails for the Journeys business unit.
    Utilize and implement existing and new personalization strategies to improve KPIs to enhance the customer experience.

    Utilize a variety of reports to present results of seasonal campaigns along with analyzing trends within the Journeys business concept.

    Develop and maintain monthly email communication calendar working closely with the Email Marketing Manager & Creative Team on seasonal product alignment.

    Responsible for the end-to-end SFMC process including campaign creation, testing and deployment of personalized and event-driven email assets to be leveraged in both manual and automated emails.

    Manage email templates in SFMC utilizing consistent approaches and brand requirements ensuring design is optimized, renders and functions correctly across multiple email clients and is mobile friendly.

    Perform QA tests to ensure links, images, subject lines and segmentation lists function properly.

    Analyze email performance and assist with reporting on KPI's and key email metrics such as open, click-through and conversion rate to derive recommendations for optimization and/or creation of additional campaigns to support key findings.

    Collaborate with Creative Designers in the seasonal development of the content block library to produce emails that meets the business goals and objectives.

    Work closely with Email & SMS Marketing Manager to ensure email campaigns target the right audiences with the right message at the right time to drive conversions.

    Assist with weekly meetings with vendors and internal staff.
    Be knowledgeable on Email/SMS best practices, technologies and trends.


    Education & Experience:


    Bachelor's degree in marketing or relevant field.2-4 years of experience in email marketing with knowledge of best practices around effective messaging, deliverability, reporting, analysis and testing strategies.1+ years of experience in high frequency email deployments and navigate adhoc requests in a timely manner.


    Functional/Technical Competencies:


    1+ years hands-on experience working in Salesforce Marketing Cloud (Email Specialist Certification preferred) with competency in Email Studio and Mobile Studio.

    Basic knowledge of Google Analytics.
    Beginner level technical skills a plus with a foundational understanding of web technologies including HTML/AMPScript.


    Behavioral Competencies:
    Excellent team player, highly communicative, fosters relationships with all levels of management and promotes collaboration with a "can-do" attitude.
    Flexible when situations require working outside normal business hours.
    Self-starter and actively seeks growth and responsibilities and collaboration with internal and external teams.
    Practices strong organizational and time management skills.
    Works well under pressure; can multi-task in a deadline sensitive environment.
    Shows self-motivation and sets high personal goals.
    Creative and analytical thinker with strong problem-solving skills.
    Excellent written and verbal skills.
    Attention to detail and good follow-through.
    Looks for trends to keep emails modern, up to date and UX/mobile friendly.#LI-LC1#hybrid
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