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Digital Marketing Program Manager

The Digital Marketing Program Manager - Email is responsible for managing the day-to-day performance, execution, tracking, reporting and optimizations of Highlights’ acquisition and retention marketing email programs. This position will strategize, execute, and maintain customer journeys for data-centric audience-driven email marketing through Salesforce Marketing Cloud, working with multiple teams across the organization.


Responsibilities:

  • Working with partners in e-commerce, CRM, analytics, product marketing, and operations, define and execute customer journeys for campaigns based on audience data and company initiatives.
  • Develop email acquisition strategies that lead into prospect email journeys
  • Oversee execution for Email Marketing. This includes interpreting brand strategies to external partners, communicating expectations with cross-functional partners, managing deliverables and ensuring deadlines are met.
  • Analyze performance of existing email campaigns and provide clear insights / key takeaways to guide go-forward business decisions 
  • Responsible for day-to-day hind-sighting activities for email; provide clear and concise perspective that diagnose performance outcomes and supports decisions to optimize
  • Steward, coordinate and oversee email campaigns through all phases of launch and maintenance
  • Stay up to date on trends within the online advertising industry and introduce new innovative ways to enhance our customer experience through email
  • In collaboration with our Analytics team, responsible for all aspects of email reporting; including recurring and ad hoc reporting support
  • Lead the development of reporting optimizations to allow the organization react accurately and quickly when midcourse corrections are merited 
  • Collaboratively work with other key stakeholders (creative, finance, analytics, marketing leaders) to ensure reporting activities are optimized for accuracy 
  • Work closely with Marketing leaders to establish accurate, forecast projections across all email programs
  • Partner with key stakeholders in finance to identify gaps between marketing forecasts and finance goals; provide clear guidance on activities that are impacting the gaps
  • Provide regular updates to the business when key activities shift 
  • Support the development of business cases through P&L development 
  • Partner with key stakeholders in modeling performance outcomes for various email initiatives, tests, etc.
  • Provide support for business presentations
  • Perform deep dives into email performance as needed 

 

Qualifications:

  • B.S./B.A. in Marketing or other Business discipline preferred
  • 3-5 years email marketing experience (preferred ecommerce environment)
  • Experience with Salesforce Marketing Cloud or comparable ESP
  • SQL & Database Experience
  • Demonstrated experience in working with complex data sets and drawing effective conclusions & key insights
  • Advanced Excel skills
  • Experience in retail a plus
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