Director, Email Marketing

About the Role

Total Wine & More is seeking a Director, Email Marketing to join our Marketing team in our Bethesda, MD office. You will lead the strategy, execution, and optimization of the company's email and push marketing programs, ensuring they are high-performing, data-driven channels that drive customer engagement, retention, and revenue growth. This role will oversee all aspects of email and push marketing, including campaign planning, segmentation, personalization, automation, testing, and analytics, while also ensuring compliance with best practices and regulatory requirements. You will lead a team responsible for the execution of promotional, transactional, and lifecycle email and push campaigns, continuously evolving the strategy and capabilities to enhance customer experience and maximize business impact. To excel in this role, you must be highly adaptable—able to pivot quickly, reset priorities, and confidently manage a fast paced, high volume email program. You will report to the VP, Performance Marketing.

You will

• Develop and execute a comprehensive email marketing strategy, optimizing content, cadence, segmentation, and personalization to drive incremental revenue and customer engagement.
• Own the roadmap for email marketing automation and CRM technology, working with IT, Data Science, and external partners to enhance segmentation, personalization, and predictive modeling capabilities.
• Oversee the full lifecycle of email campaigns, including promotional, transactional, triggered, and automated customer journeys, ensuring consistency in messaging and brand tone.
• Leverage customer data, AI tools, and predictive analytics to create targeted, dynamic, and personalized email experiences that improve customer loyalty and lifetime value.
• Lead testing strategies (A/B, multivariate, send-time optimization) to continuously improve key performance indicators such as open rates, click-through rates, and conversion rates.
• Collaborate with cross-functional partners (Merchandising, Loyalty, Digital, and Brand teams) to align email campaigns with broader marketing initiatives and business priorities.
• Manage, mentor, and develop a team of email marketing professionals, fostering a culture of innovation, data-driven decision-making, and high performance.
• Ensure compliance with email marketing regulations (CAN-SPAM, GDPR, and other applicable laws) while maintaining high deliverability and sender reputation scores.

You will come with

• Bachelor's Degree Marketing, Business, Communications, or a related field preferred or equivalent years of experience
• Master's Degree Marketing, Business, Communications, or a related field preferred or equivalent years of experience
• 10+ years experience in email marketing, CRM, or lifecycle marketing, preferably within a retail, e-commerce, or CPG environment preferred
• 10+ years experience managing large-scale email marketing programs, with expertise in automation, personalization, and data-driven marketing and 5+ years of experience leading teams preferred
• Expertise in developing, launching, and optimizing large-scale email campaigns, balancing promotional and lifecycle marketing efforts.
• Marketing Automation & Personalization: Strong experience with email marketing platforms (Salesforce Marketing Cloud or similar), CRM systems, and customer segmentation strategies.
• Proficiency in email performance analytics, A/B testing, and attribution modeling, with the ability to translate data into actionable insights.
• Deep understanding of email deliverability, sender reputation management, and regulatory compliance to maintain best-in-class inbox placement rates.
• Ability to partner with Merchandising, Loyalty, Creative, and IT teams to ensure email marketing supports broader business objectives.
• Passion for exploring new trends, AI-driven personalization, and emerging technologies to advance the effectiveness and efficiency of email marketing efforts.
• Strong cross-functional collaboration and communication skills, with the ability to present insights to both technical and non-technical audiences.

We offer

• Paid Time Off (PTO) 
• Generous store discounts 
• Health care plans (medical, prescription, dental, vision) 
• 401(k), HSA, FSA, Pre-tax commuter benefits 
• Disability & life insurance coverage 
• Paid parental leave 
• Pet insurance 
• Critical illness and accident insurance 
• Discounted home and auto insurance 
• College tuition assistance 
• Career development & product training 
• Consumer classes 
• & More! 

Crafted for you

We recognize our team members are our biggest asset, and we