The Manager, Email Marketing & SMS oversees the strategy, development and maintenance of the email & SMS marketing calendars in close collaboration with the brand, trade, and merchandising teams, ensuring alignment with company priorities and seasonal campaigns, while supporting the strategic planning of Indigo’s personalization and automation roadmap.
As a key representative of the Email Marketing team in cross-functional strategic meetings, this individual plays a central role in shaping campaign strategy, briefing and execution processes, and performance reporting.
KEY PERFORMANCE METRICS
- Drive email performance metrics, including open rates, click-through rates, conversions, and revenue contribution from email
- Create and execute an on-brand SMS strategy, setting and achieving clear benchmarks for growth, efficiency and effectiveness
- Ensure brand consistency and relevance in email creative and messaging across customer segments, both in triggered emails and campaigns
KEY ACCOUNTABILITIES
Strategic & Cross-Functional Collaboration
- Manage the day to day and maintain a very robust email marketing calendar to meet the needs of business – ensure it is up-to-date, and changes are communicated to key stakeholders (creative team, production team & merchants)
- Create & stand-up SMS strategy that addresses partnerships, data privacy, acquisition and content
- Proactively manage approval process ensuring milestones & interim deadlines are met to deploy emails on time, and error free
- Lead campaign analysis and reporting, providing insights and recommendations to optimize future campaigns
- Partner with brand, loyalty, site, print, and merchant teams to shape weekly and seasonal email and SMS plans
- Coordinate closely with creative, site, merchandising, brand, and data teams to align messaging, content, and segmentation strategies
- Act as the primary voice of the email marketing team in cross-functional campaign and brand meetings
Functional
Campaign Management & Optimization
- Execute email campaigns from concept brief to deployment
- Submit creative briefs aligned with business goals and customer experience
- Manage campaign content, stakeholder reviews and edits, ensuring milestones and interim deadlines are met to ensure on-time deployment
- Own quality assurance on all coded emails with production team to ensure products, content, legal, and links are correct to ensure error-free deployment
- Identify A/B testing opportunities; track and share learnings, make recommendations and implement them based on those learnings to improve performance and efficiency
Reporting & Continuous Improvement
- Own post-campaign analysis and reporting; identify trends and performance insights
- Track, compile and analyze email campaign results to ensure campaigns are meeting objectives
- Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them
- Continuously optimize briefing and campaign development processes for efficiency and clarity
- Stay up to date with trends and best practices in email marketing and share this information with the marketing team
- Act as an advocate for the customer by placing them at the forefront of all decision-making and design processes
People
- Directly manage one team member, supporting their professional development and workload prioritization
- Encourage collaboration, accountability, and knowledge-sharing within the team.
- Provide coaching and feedback to elevate executional excellence and strategic thinking
- 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
- 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 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: Senior Manager, Email Marketing
Manager once Removed (MOR): VP, Marketing Strategy & Omni Channel Communication
KEY RELATIONSHIPS
Internal:
- Email marketing team
- Brand Team
- Customer Intelligence team
- Creative Studio (Copy & Design)
- Online Merchandising Team
- Loyalty team
- Category Managers in various departments (Print, GM – Adult & Kids)
- Experiences team
- Store Operations
- Customer service
External:
- Email Service Provider
- Agencies / Potential Partners (as needed)