Sr Marketing Manager
Sr Marketing Manager - Email Mobile
This position is responsible for creating and executing the customer lifecycle for digital communication. He/She should be a strategic thought leader with a track record of turning ideas into action. He/She will create customer retention and loyalty targeted to the various segments of HSN’s digital customer base, throughout their specific phases of engagement with the brand.
The end goal is to create and implement more effective email and mobile marketing campaigns for greater lifetime value.
The right candidate will blend email marketing, social marketing, mobile marketing, product management, and business analysis skills to create an effective engagement loop.
Specific responsibilities:
- Lead email marketing team through the development and implementation of a communications program based on customer lifecycle.
- Lead strategic thinking, analysis and development of a customer driven segmentation and contact program.
- Partner with vendor and internal resources to continually improve reporting and analytics behind email and mobile marketing.
- Accountable for revenue goals while balancing with the overall contact strategy at a level appropriate to the individual segments.
- Continuously analyze, refine improve key channel metrics, focusing on engagement, revenue and paid/earned ratios.
- Establish a testing strategy and program to manage creative, merchandising and technology workload while effectively driving results.
- Guide and manage external vendor.
- Evaluate and improve the email production process and creative output by working with VP and peers in merchandising, content and creative departments
- Work in tandem with social and paid marketing efforts to support prospect customers and close engagement loop
- In house expert on strategy, performance, technological and legal issues concerning email and mobile marketing.
- Lead the development of programs to grow the contactable base to ensure the maximum number of appropriate consumers are receiving communications.
- Recruit, retain and develop a high functioning team
- Drive new capabilities and feature sets that will inform customer messaging across all communications channels as well as partner with business owners to drive innovation.
- Strategize the next generation of email and communications in outlets which include, but are not limited to, email, direct mail, website, social media, phone, text, and wireless devices.
Key Qualities
- Industry-expertise in customer loyalty, retention and lifetime customer value
- Change agent with strategic focus on the bigger picture and the outbound communications channel.
- Passionate, self-starter, able to seamlessly switch between strategic innovation and operational excellence.
- Metrics-driven decision-maker combined with good creative sense and ability to create strong brands
- Excellent project management, presentation and interpersonal skills with ability to interact well cross-functionally.
Minimum Requirements:
- 8-10 years of marketing experience
- BA/BS
- Budget and vendor management experience
- Contract negotiations experience
- CRM, email and/or mobile marketing experience
- Demonstrated leadership in using analysis to shape customer communications.
Preferred Requirements:
- Experience in commerce, specifically managing email and customer contact strategy
- Experience with offline direct marketing
- MBA
