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Under the direction of the Email Marketing Manager, the Email Marketing Specialist supports the strategy, execution and management of multiple email marketing programs to achieve measurable gains in awareness, conversion, customer community growth and other key metrics. This position serves an important role in supporting the development of marketing strategic goals, plans, campaigns, promotions and other marketing projects/initiatives from start to finish including the execution of creative content, management of task deadlines and post-campaign analysis. The Email Marketing Specialist will collaborate with the marketing insights team to apply a data-driven approach to driving business results through continuous improvement.
For smaller initiatives, this position is directly responsible for the development and execution of plans and tactics for the assigned groups involved. The development of these plans requires coordination with key partners to deliver thorough knowledge of the businesses involved, the competitive environment, leading marketing practices within the space and a general understanding of the financial, goals and objectives of the product lines and sub-business units assigned.
Operates in full compliance with internal policies and procedures as well as applicable regulations and laws, including but not limited to Bank Secrecy Act/Anti-Money Laundering requirements. Responsible to report any procedure or process that doesn't meet regulatory requirements including fraud, whether suspected or confirmed, to management. This reporting can be done directly to any member of management, including Human Resources or Corporate Security, or can be reported through Associated's anonymous Ethics Hotline.
Key Result Areas
Strategic Planning, Communication, Quality Assurance, Project Management, Team Support
Support of the implementation and successful execution of marketing programs across all channels, including the development of communications materials, line of business communications, project management and coordination of initiative elements.
Execution includes, under the direction of the manager, the launching and management of smaller scale, tactical programs and promotions that don't require the direct supervision of the Manager. This includes the creation of sales support tools, marketing communications elements and monitoring the performance of solutions against objectives.
The position requires the coordination of communications with front line colleagues as well as internal partners to ensure successful execution by customer facing colleagues.
Provide a supporting role in the development and execution of product and market promotions for the supported lines of business across all regions as assigned by the Manager.
Integration into assigned business unit operations, ensuring clear understanding of priorities and issues and key relationships to ensure successful launch of programs within the business units involved.
Interact with other Corporate Marketing functions to bring expertise, including RATR, Creative Services, and e-Commerce Marketing, into the scope of the project development.
Manage the successful execution of assigned initiatives, through project planning, coordination of partnerships, project management against defined key milestones, communications between all stakeholders
Support strategic planning and implementation of email campaigns with growing emphasis on personalized and dynamic content or refined customer segments
Work closely with Digital Marketing team and Director of Digital Marketing to identify enhancements and develop new strategies tied to areas of responsibility
Setup Journeys and Automated Emails based on customer interactions and behaviors in tools such as Salesforce Marketing Cloud and IBM Watson (Silverpop)
Measure email campaign performance and utilize data to recommend email optimization strategies
Ensure accuracy, quality and adherence to email best practices
Partner with internal and external technical resources to ensure accurate flow of data between sources
Address technical and data issues, working towards a quick resolution with partners
Perform day-to-day email marketing activities including, but not limited to, drafting creative briefs, testing, QA, campaign set-up/scheduling, and campaign performance analytics
Maintain email marketing promotional calendar and send schedule
Adhere to email list hygiene rules to ensure optimal deliverability and avoid black listing of our email database
Partner with creative team to help maintain consistency (branding) across all email channel