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Manager, Ecommerce, Email & Retention Marketing,
Estee Lauder
New York, NY, United States
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Description
Manager, North America Ecommerce, Email & Retention Marketing, MAC Online
The Manager of Retention and Email Marketing will work on all facets of email marketing for M∙A∙C Cosmetics North America Online (M∙A∙C Cosmetics US, M∙A∙C Cosmetics CA and M∙A∙C Cosmetics PRO). The position requires a combination of analytical, strategic and creative thinking in order to manage revenue goals while staying ahead of industry and channel trends. The candidate should possess an understanding of E/M Commerce and email production. This position will report to and work closely with the Director, of North America E-Commerce Marketing to deliver and achieve overall strategic objectives with all email campaigns.
Responsibilities
Email Marketing
•Manage daily operations of the M∙A∙C Cosmetics emails, including developing email calendars, coordinating with other marketing teams on key themes and promotions; execution and deployment of email campaigns; measurement and analysis of key business metrics; and communication of results to the team and senior leadership.
•Develop custom segmentation strategy based on customer engagement, shopping behavior and KPIs, with a focus on launching customer lifecycle email campaigns and optimizing triggered email campaigns. Increase engagement and conversion by creating personalized, highly relevant emails. Leverage purchase data and customer behaviors to build personalized dynamic emails, offers, messages, content and products to ensure an exceptional customer experience.
•Collaborate with Director (and team) on email marketing in regard to ideation & creation of assets with a focus on the Online and Brand (In-Store) priorities as well as tactics to meet daily sales plans. Manage and distribute a US and CA email marketing calendar.
•Work with internal functions (Creative, Editorial, NOAM Marketing, Artistry, CRM, etc.) to coordinate and develop all copy and creative assets necessary to support email programs. Ensure emails have omnichannel approach.
•Create test plans incorporating response analysis to optimize campaigns. Design A/B tests to improve key retention metrics.
•Partner closely with the CRM team with ongoing loyalty program management, segmentation, and execution.
•With the support of the Email Marketing Coordinator, QA all test email segments prior to email going live.
•Management of one direct report, an email production vendor and the Email Service Provider.
Analytics & Reporting
•Monitor, track and report on email performance on a weekly basis while at the same time focusing on the competitive trends.
•Gather data for analysis of sales and program-specific performance regularly for online marketing and retail campaigns and make recommendations for how to improve performance.
•Data collection for daily/weekly/monthly reporting on sales, traffic and customer behavior (through use of Excel). Compile reports with key metrics, benchmarks and learnings, along with a summary of insights to optimize. The reports would be shared, distributed and reviewed by the supervisors and senior leadership.
•Use performance analysis to refine email and retention strategies, such as segmenting customers, optimizing customer lifecycle programs and triggered campaigns.
Qualifications
•5 years’ experience (>2 years related e/m-commerce business experience).
•College degree required.
•Detail-oriented, ability to multi-task; Ability to prioritize and manage multiple projects simultaneously in a fast-paced, deadline-driven environment; Strong organizational skills; Pro-active problem solving abilities.
•Excellent verbal and written communication skills.
•Must be a brand advocate and team player.
•Detailed knowledge of email marketing best practices and both domestic and global regulations including CAN-SPAM.
•Highly proficient in MS Office (Outlook, Excel, PowerPoint).
•Aptitude for working with Internet tools (i. e. web-based reports, databases and various multimedia technologies).
•Thorough understanding of website metrics, data analysis, and reporting tools.