Senior Manager of Email Marketing + CRM

Position Summary: (MALIN+GOETZ) is looking for a Senior Manager of Email Marketing + CRM to join our Digital + E-commerce team. You will create, implement, analyze, and report on new email strategies (segments, workflows, A/B test) to improve business KPIs. You will also partner with the Creative team, the Marketing team, and the local market ecommerce teams. You are a well-rounded digital-savvy professional, thriving in a fast-growing, entrepreneurial environment.

Essential Duties and Responsibilities: To perform this job successfully, an individual must be able to perform the following satisfactorily; other duties may be assigned. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Marketing Email / SMS + Content

• Design, draft, and execute all campaigns across all digital markets via Klaviyo email and SMS; build and maintain multi-market deployment calendars, testing plans, and performance targets.
• Continuously optimize automated/triggered programs (welcome, browse abandonment, cart abandonment, post-purchase, replenishment, cross-sell, birthday/anniversary, loyalty, win-back, back-in-stock, and other behavioral triggers).
• Develop personalization strategies using customer behavior, preferences, purchase history, loyalty data, and product affinity to improve message relevance and conversion.
• Partner with creative/brand teams on CRM-specific content strategy, messaging hierarchy, templates, merchandising, and calls to action, maintaining brand standards.
• Monitor sender reputation, inbox placement, bounce rates, spam complaints, authentication, and engagement; proactively resolve deliverability issues and ensure compliance with email/SMS regulations (GDPR, CCPA, TCPA, CASL).
• Manage relevant creative, SMS, and content/production agencies - scopes, performance, and budgets.

CRM: Strategy, Execution + Analytics

• Build strategy in partnership with digital, retail, and brand teams to ensure a 360° marketing vision across channels.
• Develop and maintain customer segments (purchase behavior, engagement, lifecycle stage, product affinity, channel, geography, loyalty status); build strategies for acquisition-to-second-purchase, retention, replenishment, win-back, VIP, and churn prevention.
• Build and grow the email/SMS database: improve opt-in rates, maintain list hygiene, manage suppression/inactive audiences, and monitor subscriber quality.
• Track CRM performance against revenue, retention, repeat purchase rate, purchase frequency, LTV, AOV, and reactivation goals; set KPIs and identify opportunities to improve customer value.
• Oversee customer service on CRM- and loyalty-related inquiries to ensure consistent customer experience.
• Translate CRM, loyalty, survey, transactional, and behavioral data into actionable insights and recommendations for digital, merchandising, retail, and brand teams, including a formal customer profile/persona deliverable; manage post-purchase survey reporting/analysis and the build, deployment, and recap of the annual customer survey.
• Build CRM reporting frameworks and dashboards evaluating campaign and lifecycle performance, incremental revenue, retention, cohort behavior, and channel contribution; produce data/BI queries on product and campaign results.
• Manage relevant CRM and data/technology partners - scopes, performance, budgets, implementation projects.

Loyalty

• Manage and expand the omnichannel (+)points loyalty program, including all loyalty program customer communications and reporting.
• Manage relevant loyalty agencies/vendors - scopes, performance, and budgets.

Forecasting + Planning

• In partnership with the VP of E-Commerce, develop annual and monthly CRM revenue forecasts and targets across email/SMS, CRM, and loyalty; identify risks and opportunities against plan and recommend actions to close performance gaps.

Competencies:To perform the job successfully, an individual should demonstrate the following.

• Attention to Detail - Is able to focus on + execute every aspect of a duty or task accurately.
• Communications - Exhibits good listening and comprehension. Expresses ideas and thoughts in written form. Expresses ideas and thoughts verbally. Keeps others adequately informed. Selects and uses appropriate communication methods.
• Analytical - Synthesizes complex or diverse information; collects and researches data; uses intuition and experience to complement data; designs work flows and procedures.
• Adaptability - Adapts to changes in the work environment; manages competing demands; changes approach or method to best fit the situation; able to deal with frequent changes, delays, or unexpected events.
• Project Management - Develops project plans; coordinates projects; communicates changes and progress; completes projects on time and budget; manages project team activities.
• Use of Technology - Demonstrates required skills; adapts to new technologies; troubleshoots technological problems; uses technology to increase productivity; keeps technical skills up to date.
• Business Acumen - Understands business implications of decisions; displays orientation to profitability; demonstrates knowledge of market and competition; aligns work with strategic goals.
• Job Knowledge - Competent in required job skills and knowledge; exhibits ability to learn and apply new skills; keeps abreast of current developments; requires minimal supervision; displays understanding of how job relates to others; uses resources effectively.
• Continuous Learning - Assesses own strengths and weaknesses; seeks feedback to improve performance; pursues training and development opportunities; strives to continuously build knowledge and skills; shares expertise with others.

Qualifications: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education/Experience:

• Bachelor's degree from four-year college or university; or one to two years related experience and/or training; or equivalent combination of education and experience.
• 5+ years of experience working in email marketing, CRM and retention.
• Proven track record of successfully developing and executing email campaigns with superior ROI.
• Experience in a premium/luxury e-commerce environment for beauty or lifestyle brands is preferred.
• Experience with Klaviyo (or similar email scheduling tool) + Yotpo (or similar loyalty/reviews tool) is preferred.
• Excellent command of English grammar and punctuation.

Language Ability:
Read, analyze and interpret business, professional, technical or governmental documents. Write reports, business correspondence and procedure manuals. Effectively present information and respond to questions from managers, customers and the public.

Reasoning Ability:
Define problems, collect data, establish facts and draw valid conclusions. Interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.

Computer Skills:

• MS Office
• Google Suite
• Excel, including advanced functions
• Klaviyo
• Yotpo

Benefits:

• The estimated salary range for this position is $110,000-$120,000.
• The New York corporate office is hybrid (3 days in-office, 2 days work from home).
• Dog-friendly office environment.
• Full-time employees are eligible for medical, dental, and vision insurance, employer paid life insurance, 401k plan, pre-tax commuter benefits, quarterly gratis, employee discount, long-term and short-term disability leave, and much more.
• Time off includes paid company holidays, paid vacation/personal/sick/birthday hours, Summer Fridays, and volunteer time.

Supervisory Responsibilities: This job has no supervisory responsibilities.

Work Environment: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. The noise level in the work environment is usually moderate.

Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.

While performing the duties of this job, the employee is regularly required to sit. The employee is frequently required to use hands to finger, handle, or feel and talk or hear. The employee is occasionally required to stand and walk. The employee must be able to occasionally lift and/or move up to 10 pounds. Specific vision abilities required by this job include close vision.

The above job description is not intended to be an all-inclusive list of duties and standards of the position. Incumbents will follow any other instructions, and perform any other related duties, as assigned by their supervisor.