Manager, eMail Marketing - Williams Sonoma

About the Team
You will be part of the Customer Relationship Marketing team responsible for managing and optimizing email and SMS circulation and segmentation strategies.  Our job is also to ensure we are innovating and executing marketing campaigns across programs and channels that drive new customer acquisition as well as increased mindshare and wallet share with our existing customer base.  You will ensure our email program is delivering against core KPI’s and that our  campaigns are aligned with the brand’s key initiatives and growth strategies. 

About the Role
As Manager, Email Marketing for Williams Sonoma, you will focus on driving brand sales through our email and SMS programs. You will develop plans in support of key brand initiatives and will identify strategies to acquire new, retain existing, and reactivate customers. Key responsibilities also include testing and optimization of campaign performance, scaling successful campaigns, testing of content and marketing messaging, and reporting on KPI’s. You will be the main point of contact for email marketing for the Williams Sonoma brand, including leadership, to ensure marketing strategies align with brand priorities. You will also be responsible for managing direct reports including performance reviews, project management, training and development.

Responsibilities

• Manage, optimize and report on KPI’s (e.g. sales, customer growth) for the email channel

• Own the email marketing budgets, make recommendations for reallocation and/or investment based on individual program performance and brand goals.

• Develop a deep understanding of the brand's identity including product, editorial and marketing initiatives in order to develop marketing strategies that meet both financial and brand-building goals

• Partner with CRM leadership to develop annual and 3YR business goals email targets

• Be curious about and attuned to the competitive landscape to ensure best-in-class programs and execution

• Present analysis and recommendations to senior management, for example, weekly sales results and campaign strategy and monthly strategy and test and learn results

• Own multi-channel & life stage programs including (but not limited to), Gifting and Wedding

• Own relationships with key vendors

• Partner with Customer Analytics to measure incrementality of all marketing programs, continually improving the efficiency of our investment

• Leverage available analytic tools to gather data and make marketing strategy and investment decisions including but not limited to: Tableau, DOMO, MMM, MTA

• Develop recommendations for email circulation and segmentation strategies to leverage in core campaigns; enhance and improve the customer experience in all emails including triggers by managing frequency and touches

• Help CRM leadership to develop customer growth plans including new customer acquisition, lapsed customer reactivation and existing customer retention

• Use data to identify, target and deliver relevant messaging to key strategic customer segments

• Implement rolling 12-month test plan to continually fuel a pipeline of new tactics across all paid marketing channels

• React to business trends in the fast-paced retail environment and make necessary adjustments

• Collaborate across brands to help accelerate best practices and winning marketing strategies

• Manage, develop, and evaluate direct reports

   

Criteria

• 5 or more years experience in email marketing 

• Bachelors degree in Marketing, Business or related field or equivalent work experience

• Proven track record in managing and optimizing a budget to ROI goals

• Analytical, proactive, problem-solver with insatiable curiosity

• Strategic and analytical thinker; ability to evaluate alternatives and develop effective solutions

• Able to see trends and to extract actionable insights from data to drive results

• Strong organization and interpersonal skills; must have excellent communication & presentation skills

• Ability to build effective relationships within team & with cross functional partners & vendors

• Ability to lead and develop a successful team

• Ability to prioritize and work on multiple projects in a deadline driven environment; able to deal with ambiguity in a fast-paced business

• Strong written and oral communication skills

• Strong Excel spreadsheet proficiency

• This role requires being onsite in the San Francisco, CA office Monday through Thursday 

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