Email Marketing Manager

Company Description

Current Indigo employees should apply through the Internal Mobility page using your email address.

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 150 Indigo, Indigospirit, Chapters and Coles stores across Canada.

We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE

• We love books and all things beautiful
• We are Canada’s Cultural Department Store
• Books are our heart and our soul and Great Books are JUST the Beginning

We play by the following rules :

• We exist to add joy to our customers’ lives each and every time they interact with us and our products
• Our job is to create joyful moments for our customers
• We treat each other the way we’d treat a valued friend
• We inspire each other to do our best work
• We seek to ignite creativity and innovation every day
• We give back to the communities in which we operate

Job Description

The Manager, Email Marketing works closely with the marketing and merchandising teams to help fuse strategic planning, critical storytelling and messaging into email marketing campaigns by facilitating cross-functional discussions and consensus building.

The Email Marketing Manager will champion continuous channel improvement and revenue growth through a focus on automation and improved subscriber personalization, acquisition, and retention.

KEY PERFORMANCE METRICS

• Deliver revenue and traffic forecasts, email marketing engagement goals & overall program ROI
• Email database health and size using acquisition and retention strategies
• Ensure email campaign delivery is best in class : Use the best creative practices and go-to-market rendering as measured by engagement score and email deliverability.
• Proactive management of the approval process, ensuring milestones and interim deadlines are met to deploy campaigns on time / error-free

KEY ACCOUNTABILITIES

Strategic

• Oversee the end-to-end email marketing program strategy, technology and implementation across all lines of business, covering customer segmentation, email acquisition, robust testing, CAN-SPAM & CASL compliance, automation, performance & KPI reporting.
• Continuously evolve email acquisition and retention programs
• Drive overall strategy of the program through automation and segmentation efforts to deliver more relevant / personalized email marketing communications that support regular run of business, rewards programs and other customer-focused initiatives

Functional

• Create and maintain a very fluid email marketing calendar (mass, targeted, triggers) leveraging seasonal stories, customer intent data + behaviour, lifecycle position and loyalty status to meet the needs of business
• Oversee the end-to-end production and deployment of emails, including formatting, image quality, accuracy of content, targeting, set-up, QA & testing initiatives.
• Own the ESP vendor relationship and serve as an internal Email Service Provider expert by managing all aspects of the ESP platform to ensure the business is leveraging its full capability to enhance, improve and deliver on communication objectives.
• Work closely with designers and other marketing team members on email creative development and optimization, including content, template and imagery.
• Oversee and optimize templates and communication formats to address growing mobile usage.
• Troubleshoot any technical issues with vendor, production, Analytics and IT teams.
• Collaborate in developing and implementing loyalty initiatives, online, retail and OMNI-channel promotional initiatives, merchant category plans and others where relevant.
• Work closely with all marketing disciplines, merchants, and retail / online operations teams to integrate, develop and execute their email needs.
• Manage the enhancements of existing triggers and the development of new trigger programs, including briefs; perform quality assurance and final creative review.
• Act as an advocate for the customer by placing them at the forefront of all design and decision-making processes.
• Challenge the status quo and consistently identify areas for improvement, diagnose issues and work to resolve them.
• Manage, report and adhere to Email Marketing budget

People

• Build strong teams by attracting and developing the best talent
• Give authentic feedback on performance and potential
• Ensure all team members understand where they stand and have clear performance objectives aligned with Indigo and team goals
• Recruit, onboard, develop and sustain the Email Marketing team. Accountable for the overall engagement, productivity, turnover and bench strength of the team
• Set context; set appropriate team objectives at the start of the performance management cycle and measure employees against their related individual accountabilities
• Collaborate with others to drive flexible and iterative solutions quickly and easily
• Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself
• Help others see the impacts of their efforts and proactively engage other functions to get input
• Encourage others to freely share their point of view and be open to feedback

Cultural

• Model Indigo’s beliefs and convey a positive image in everything you do
• Celebrate the diversity of thought and have an open mindset
• Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
• Embrace, champion, and influence change through your team and / or the organization

SCOPE

Reports to : Director, Growth Marketing & Content

KEY RELATIONSHIPS

Internal :

• Email Marketing team
• Marketing (including loyalty, PR)
• Merchandisers
• Creative Studio
• Analytics team
• Retail Operations teams

External :

• Email Service Provider (Sailthru)
• Other partners, as required

Qualifications

QUALIFICATIONS

Work Experience / Education / Certifications

• 6+ years of experience in the email marketing
• 2+ years managing direct reports
• 2+ years of experience operating an EPS tool and developing technical programs
• Experience in a B2C fast-paced retail / ecommerce environment

Competencies / Skills / Attributes

• Exceptional project management skills and attention to detail, with experience in managing a cross function team of business partners and keeping them accountable for their deliverables
• Solid understanding of CRM & Marketing Automation
• Strong knowledge of CAN-SPAM & CASL
• A self-starter mindset, with a high motivation to make a positive difference, dedicated and creative in the approach to problem solving
• Proven track record of success in managing customer lifecycle communications
• High ability to embrace ambiguity and able to cope with uncertainty, risk and change in a highly competitive environment
• Ability to manage multiple highly detailed tasks accurately while reacting with urgency and reprioritizing as needed to ensure all objectives and project deadlines are met
• Strong communication skills dealing with stakeholders on a daily basis
• Ability to lead and manage cross functional teams including non-direct reports
• Ability to thrive in a fast-paced environment with tight deadlines
30+ days ago