Email Marketing & Retention Manager

New West KnifeWorks

Jackson, WY

Expired: April 04, 2024 Applications are no longer accepted.

Full-Time

Title: Email Marketing & Retention Manager
Location: Jackson, WY, Victor, ID, Driggs, ID, Park City, UT, Salt Lake City, UT

Status: Full time, benefits eligible

New West KnifeWorks is looking for an experienced, customer-centric and results-oriented Email Marketing and Retention leader who is responsible for driving list growth (via retail and online), acquisition, retention, and lifetime value. This person will be both data-guided and creative to help drive best-in-class strategies across Email and SMS (Klaviyo), and support CRM. The ideal candidate is obsessed with customers, can tell a great story, has a keen understanding of customer journeys and segments, and knows how to deploy strategies and tactics to move customers up the engagement ladder — and report the results.

WHAT YOU'LL DO

KPIs: Improve customer acquisition and repeat purchase rates, driving net sales, new customer acquisition (in conjunction with the Digital Marketing Manager), retention rate, list growth (retail and online), AOV, UPT and LTV. Obsess deeper metrics such as deliverability, open rate, click-through rate, etc.
Email Marketing & SMS Programs. Take the lead to develop strategies and tactics to advance Email and SMS effectiveness, increasing engagement and growing the programs.
Master Email and SMS Calendar. Manage and execute master Email and SMS marketing calendar and ensure alignment with business priorities, demand forecasts, and internal stakeholders. Own creative briefs, linking strategy, QA testing, scheduling, deployment and reporting.
Marketing Automation. Understand Klaviyo Email and SMS marketing platforms to send effective triggered emails to our target audiences. Create and deliver relevant drip campaigns based on data (sometimes pulled from other tools or marketing platforms) to create relevant journeys to drive action and conversions.
SMS Marketing and Integrated Campaigns. Produce and execute all Email and SMS campaigns, including creating templates and HTML, collaboration on copywriting, coordinating assets with Creative, leading QA and scheduling. Collaborate with Brand and Creative on integrated campaigns that deliver an increase in net sales, conversion rates and overall order size.
Customer Journey. Work with the E-Commerce team to optimize the website user experience and journey for Email and SMS recipients, including pop ups, site navigation, landing page development and promotional campaigns.
Subscriber Database. Recommend and create audiences based on key KPIs for campaigns, segment audiences based on behaviors like past Email engagement and website interactions, and drive engagement and revenue performance against KPI goals (CTR, CVR, ROAS, CPA, CPC, EPC, Open Rate). Create a well-oiled nurture machine that generates conversions and promotes list growth (retail and online).
Message & Content Personalization. Use customer data and insights from reports, such as CRM, web, and purchasing behavior, to drive the message and content personalization. Partner with Brand and Creative teams to develop that content for all Email and SMS messaging, from triggered deployments to widespread messaging.
Optimize Email Creative and Templates. Work in partnership with Creative to optimize Email and SMS creative and templates based on performance and insights, as well as best practices. Blend of art and science.
QA. Perform testing across devices, Email clients, and ISPs to ensure Emails are responsive and rendering correctly for the majority of the subscriber base.
Campaign Performance Reports. Create and maintain regular performance reports (weekly, monthly, quarterly) and monitor metrics. Reports should include successes and opportunities for growth — measure results and optimize Email and SMS campaigns in order to convert leads into conversions and provide reports to internal stakeholders and suggest/make changes based upon results.
Email Deliverability & List Health. Diagnose Email deliverability health, including high bounce rates and spam folder placement, to target 100% Email deliverability.
A/B Testing. Devise, execute and A/B test across Email marketing campaigns to ensure optimal click-through rates, and drive conversions across mobile, desktop, dark mode, etc. Develop a testing calendar and report that includes subject line, message content, CTAs, customer cohorts, segments, send time, and new features intended to drive performance lift.
CRM. Partner in the evaluation and integration of a new CRM platform and a tool that will help identify insights from customer data. Develop recommendations to continually improve CRM strategies and tactics that shift customer behavior.
Continuous improvement. Regularly identify trends, best practices, technology and Email/SMS marketing strategies from other leading global brands and thought leaders. Glean insights and new innovative ideas for Email marketing tactics, including audits of how we can acquire, nurture and retain these customers.

WHAT WE'RE LOOKING FOR

5+ years of experience in Email Marketing or related Retention Marketing, Loyalty Marketing, CRM Marketing.
Hands-on experience with assorted e-commerce and analytics tools: ESPs (Klaviyo is a must), Klaviyo SMS (or relevant SMS), Google Analytics, Shopify Analytics, etc.
Fluency in HTML for minor coding.
Experience building Email and SMS campaigns and flows from scratch.
Detailed knowledge of Email deliverability and troubleshooting; as well as ESP best practices.
Proven work experience in growing, engaging with, and analyzing the performance of large marketing databases.
Subject matter expertise in marketing automation, with experience in site CRO, website operations, and personalization.
Strategic and analytical thinker with exceptional execution and problem-solving capabilities; comfortable with doing the work while still maintaining a strategic perspective.
Strong communication skills with ability to interact, influence and align with all levels of the organization, both internal and external.
A team-oriented, positive attitude and motivational mindset.

ABOUT US

At New West KnifeWorks, we believe in the power of beautiful tools to turn everyday chores into joyful experiences. We make our premium knives just like we cook; we use the finest ingredients and prepare them with the patient hands of an artist. The result is a finely-crafted masterpiece that fuses form and function. As a locally-grown, founder-led brand, we believe in spreading joy throughout our company, our factory, our stores and in giving back to the local communities that we call home. For 25 years, we’ve been on a mission to make innovative, functional art for the kitchen and field and share our love of genuine hospitality and high-quality craftsmanship with customers from around the world.