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Director, Email Marketing
Barneys
New York, NY, United States
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Celebrating our legacy of modern fashion, creativity, individuality, and intrigue by providing every guest with an unparalleled customer experience. We are currently seeking a Director, Email Marketingat our corporate office in New York.
The Director, Email Marketing will serve as a primary partner to the larger Digital Marketing, Analytics/Insights, CRM, Merchandising, Web Design, Technology, Marketing/PR, Operations, Planning and Merchant teams. This role is responsible for developing, implementing and advancing the communication strategies, campaigns and capabilities of our email marketing program to meet our customer retention and customer lifetime value initiatives. This role reports to the Vice President, Digital Marketing.
Responsibilities:
• Design and develop customer lifecycle communications across relevant touch points, continuously aiming to foster positive sentiment and loyalty
• Close collaboration with CRM team on knowledge of customer and loyalty framework
• Lead complex targeting and personalization strategies, utilizing informed data points to develop advanced segmentation decisions
• Oversee email communications program, including standing coordination, production, and deployment of high quality, on-time campaigns
• Develop and optimize triggered email programs and define business logic behind customization, campaign prioritization, frequency caps, etc.
• Define personalization and recommendations into email communications
• Manage development, hypotheses and execution of email testing program, providing takeaways and recommendations to continually improve programming
• Collaborate with Digital Marketing senior leaders to devise appropriate cross-channel efforts and communication streams across tactics by customer acquisition and retention goals
• Proactive management of health and integrity of customer database through lapsed programming, quality of communications and deliverability
• Develop POVs and proposals for new communication initiatives across email and CRM
• Develop and maintain successful vendor deliverables, with continuous relationship management and capabilities assessment
• Management of program budget and achievement of customer revenue targets
• Proactive research and identification of opportunities to further drive revenue through customer campaigns and improve marketing efficiencies
• Uncover untapped business opportunities through analysis of customer, marketing, and web data
• Continuously aim for conversion of customers post first-touch, designing brand induction points across email communications, domestic and international
• Provide leadership to direct reports, proactively developing team members within the organization and setting up opportunities for success
• Stay abreast on competitor activities and industry developments to inform the business
Qualifications:
• Degree in Marketing, Business Administration, Strategy or related field
• 8+ years relevant experience in customer marketing, CRM, analytics or equivalent
• Proven experience with ESP and CRM systems
• Email marketing experience required
• Loyalty program management experience a plus
• Exceptional understanding of consumer behavior, trends and market analysis
• Cross-channel business acumen
• Demonstrated depth of communications strategy and segmentation decisions in a retail environment
• Solid proficiency in email, web and customer analytics
• Champion of customer-centric marketing; passion in leveraging data to achieve business outcomes
• Excellent written, verbal and presentation communication skills
• Highly proficient with Web Analytics and marketing technology (specifically campaign management and data management platforms); general knowledge of HTML
• Proven ability to manage, develop and mentor a team
Barneys New York offers competitive compensation, comprehensive benefits and a generous discount. Only candidates selected for further consideration will be contacted. Barneys New York is an Equal Opportunity Employer.