Email Marketing Manager

Job DescriptionThe Manager, Email Marketing works closely with the marketing and merchandising teams to help fuse strategic planning, critical storytelling and messaging into email marketing campaigns by facilitating cross-functional discussions and consensus building. The Email Marketing Manager will champion continuous channel improvement and revenue growth through a focus on automation and improved subscriber personalization, acquisition, and retention.KEY PERFORMANCE METRICSDeliver revenue and traffic forecasts, email marketing engagement goals & overall program ROIEmail database health and size – using acquisition and retention strategiesEnsure email campaign delivery is best in class: Use the best creative practices and go-to-market rendering as measured by engagement score and email deliverability.Proactive management of the approval process, ensuring milestones and interim deadlines are met to deploy campaigns on time /error-freeKEY ACCOUNTABILITIESStrategicOversee the end-to-end email marketing program strategy, technology and implementation across all lines of business, covering customer segmentation, email acquisition, robust testing, CAN-SPAM & CASL compliance, automation, performance & KPI reporting.Continuously evolve email acquisition and retention programsDrive overall strategy of the program through automation and segmentation efforts to deliver more relevant/personalized email marketing communications that support regular run of business, rewards programs and other customer-focused initiativesFunctionalCreate and maintain a very fluid email marketing calendar (mass, targeted, triggers) leveraging seasonal stories, customer intent data + behaviour, lifecycle position and loyalty status to meet the needs of businessOversee the end-to-end production and deployment of emails, including formatting, image quality, accuracy of content, targeting, set-up, QA & testing initiatives.Own the ESP vendor relationship and serve as an internal Email Service Provider expert by managing all aspects of the ESP platform to ensure the business is leveraging its full capability to enhance, improve and deliver on communication objectives.Work closely with designers and other marketing team members on email creative development and optimization, including content, template and imagery.Oversee and optimize templates and communication formats to address growing mobile usage.Troubleshoot any technical issues with vendor, production, Analytics and IT teams.Collaborate in developing and implementing loyalty initiatives, online, retail and OMNI-channel promotional initiatives, merchant category plans and others where relevant.Work closely with all marketing disciplines, merchants, and retail/online operations teams to integrate, develop and execute their email needs.Manage the enhancements of existing triggers and the development of new trigger programs, including briefs; perform quality assurance and final creative review.Act as an advocate for the customer by placing them at the forefront of all design and decision-making processes.Challenge the status quo and consistently identify areas for improvement, diagnose issues and work to resolve them.Manage, report and adhere to Email Marketing budgetPeopleBuild strong teams by attracting and developing the best talentGive authentic feedback on performance and potentialEnsure all team members understand where they stand and have clear performance objectives aligned with Indigo and team goalsRecruit, onboard, develop and sustain the Email Marketing team. Accountable for the overall engagement, productivity, turnover and bench strength of the teamSet context; set appropriate team objectives at the start of the performance management cycle and measure employees against their related individual accountabilitiesCollaborate with others to drive flexible and iterative solutions quickly and easilyShare technical knowledge with others and actively seek to learn from those more knowledgeable than yourselfHelp others see the impacts of their efforts and proactively engage other functions to get inputEncourage others to freely share their point of view and be open to feedbackCulturalModel Indigo’s beliefs and convey a positive image in everything you doCelebrate the diversity of thought and have an open mindsetTake an active role in fostering a culture of continual learning, taking risks without the fear of making mistakesEmbrace, champion, and influence change through your team and/or the organizationSCOPEReports to: Director, Growth Marketing & ContentKEY RELATIONSHIPSInternal:Email Marketing teamMarketing (including loyalty, PR)MerchandisersCreative StudioITAnalytics teamRetail Operations teamsExternal:Email Service Provider (Sailthru)Other partners, as requiredQualificationsQUALIFICATIONSWork Experience / Education / Certifications6+ years of experience in the email marketing2+ years managing direct reports2+ years of experience operating an EPS tool and developing technical programsExperience in a B2C fast-paced retail / ecommerce environmentCompetencies / Skills / AttributesExceptional project management skills and attention to detail, with experience in managing a cross function team of business partners and keeping them accountable for their deliverablesSolid understanding of CRM & Marketing AutomationStrong knowledge of CAN-SPAM & CASLA self-starter mindset, with a high motivation to make a positive difference, dedicated and creative in the approach to problem solvingProven track record of success in managing customer lifecycle communicationsHigh ability to embrace ambiguity and able to cope with uncertainty, risk and change in a highly competitive environmentAbility to manage multiple highly detailed tasks accurately while reacting with urgency and reprioritizing as needed to ensure all objectives and project deadlines are metStrong communication skills – dealing with stakeholders on a daily basisAbility to lead and manage cross functional teams including non-direct reportsAbility to thrive in a fast-paced environment with tight deadlinesAdditional InformationAt Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at 1 (888) 881-3177 (toll free) or [email protected] if you require an accommodation at any time during the recruitment process. WELCOME HOME