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Senior Manager, Marketing Automation and Data Personalization
Carter's
Atlanta, GA, United States
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Job Description
Carter's, Inc. is the largest branded marketer in North America of apparel exclusively for babies and young children. The Company owns the Carter's and OshKosh B'gosh brands, two of the most recognized brands in the marketplace. These brands are sold in leading department stores, national chains, and specialty retailers domestically and internationally. They are also sold through more than 1,000 Company-operated stores in the United States, Canada, and Mexico and online at www.carters.com, www.oshkoshbgosh.com, and www.cartersoshkosh.ca. The Company's Just One You and Genuine Kids brands are available at Target, its Child of Mine brand is available at Walmart, and its Simple Joys brand is available on Amazon. The Company also owns Skip Hop, a global lifestyle brand for families with young children. Carter's is headquartered in Atlanta, Georgia. Additional information may be found at www.carters.com.
The Senior Manager, Marketing Automation & Personalization will partner with our data science & CRM teams, marketing channels managers and website product team to find the "next best message" for every customer across all customer growth touchpoints to drive more traffic and sales. This person, in partnership with CRM, will be responsible for developing the marketing touchpoints and programs to deliver on our customer targets including trigger emails, pathing & journey building across multiple marketing channels, site and store. Were looking for an ambitious marketer to collaborate and ideate on test & learn strategies through experimentation for our digital marketing channels. This may include inspiring customers to find new products, helping convert in-market customers, or optimizing our ability to introduce customers to new categories they didnt know they could find on Carters, Oshkosh or Skip Hop.
(25%) Journey Building across all channels & website
− In partnership with our CRM, Brand, Store, Site and buying teams, define and build personalized Omni customer journeys across the marketing lifecycle, purchase cycle and life stage to drive engagement and sales.
− Develop strategy to tie marketing channels together in unique customer journey including but not limited to email, display, search, store and website.
− Partner with website and product team to bring to life new omni-channel initiatives within marketing channels, website and store
(40%) - Trigger Email management, optimization and development
− This individual is focused on relevancy, targeting, segmentation, triggered emails, life-cycle campaigns, seasonal promotions and A/B testing to generate customer engagement
− Conceptualize new programs; Optimize existing programs
− Responsible for setting roadmap for future programs, along with business case and business rules and execution.
− Includes writing new creative briefs and ensuring creative fulfills program goals
− Partnership with stakeholders to share research and achieve buy-in for new initiatives
− Optimize existing campaigns with ongoing multivariate tests of customer segmentation, subject lines, time of send, content and landing pages, making them highly relevant and effective
− Develop test plans including clearly defined learning agendas with pre-identified KPIs to determine success
− Support loyalty team with loyalty issuances, reminders and all email communication touch points
− Explore and recommend new technologies and platforms, optimize existing technologies and become subject matter expert in existing setups
(25%) Reporting & Analytics
− Provide ongoing reporting, analysis and recommendations on customer journeys.
− Includes but not limited to running reporting within ESP, Web Analytics and CRM
− Developing highly integrated reporting on all triggers
− Responsible for annual, quarterly and weekly forecasts based on trends and history with strong knowledge and understanding of reasons around performance
− Demonstrate strategic thought leadership, leveraging advanced analytical skills to evaluate campaign performance, assess profitability impact and recommend program changes when necessary.
(15%) Testing
− In partnership with CRM , develop testing roadmap across lifecycle triggers, journeys and new touchpoints with define learning agendas and test plans
− Establish a methodology to rapidly ideate, test and roll new ideas
− Actively social test plans and results to move the business forward
− Collaborate with cross functional patterns to ensure sound testing disciplines and measurement techniques
• Circulation Forecast and Send Volume
• Reporting & trend analysis
Experience and Skills
• Demonstrated ability to easily work in both strategy and execution roles simultaneously
• Ability to work collaboratively and field requests from key internal stakeholders
• Team player. Operates effectively in a fast-paced, deadline-driven environment
• Presents data in an actionable and useful way to allow business owners to make decisions
• Worked in a direct marketing environment, preferably with an online retailer
• Detail-oriented and a demonstrated ability to juggle shifting priorities
• Demonstrated experience creating marketing reports
• 7+ years of experience in email marketing or website operations role
• Experience with digital personalization a plus
• eCommerce & Retail experience required
• Experience working in a direct marketing environment, preferably with an online retailer a plus
Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.