Email Marketing Manager (Hybrid from NY)

About the position This is a hybrid role with three weeks per month onsite (Mon. – Thurs.). The fourth week is fully remote. The Email Marketing Manager will lead our Email & SMS marketing efforts and drive customer engagement, retention, and revenue growth. This role will be responsible for developing and executing Email & SMS marketing strategy, managing the calendar, and collaborating with creative teams to deliver high-impact campaigns.

Responsibilities

• Develop and maintain a comprehensive Email & SMS marketing calendar, ensuring alignment with key business initiatives, promotions, product launches, brand stories and seasonal trends.
• Develop comprehensive campaign briefs for all email/sms campaigns and submit to creative for execution.
• Develop email template library to improve operational efficiency and optimize email performance.
• Measure template performance and update template library accordingly.
• Select appropriate email templates and provide clear, strategic briefs to the creative team to develop compelling email designs and copy.
• Own email & sms segmentation strategy and segment selection for every campaign.
• Improve project management and process with cross functional partners.
• Partner with retail to develop holistic retail marketing strategy for the email channel.
• Own all linking strategy, merchandising and execution.
• Own campaign QA to ensure all content is accurate, links are correct and content is customer ready.
• Own relationships with licensing partners and develop strategies to support licensing goals.
• Develop and implement advanced personalization strategies, including dynamic content, behavior-based dyanic content, and tailored product recommendations.
• Utilize segmentation techniques to target customers by demographics, purchase history, browsing behavior, and lifecycle stage.
• Partner with Consumer Insights team on opportunities to enhance audiences with 1 st , 2 nd and 3 rd party data.
• Drive engagement by creating emails and SMS messages that feel personal and relevant to individual customer needs.
• Collaborate with analytics and data teams to enhance audience targeting, leveraging data insights to continually refine personalization efforts.
• Own the strategy, process and timelines for partnership with Integrated Marketing and Creative teams to submit comprehensive creative briefs for campaign assets.
• Ensure that creative assets align with campaign goals and timelines.
• Collaborate with Merchandising and Planning teams on product selection and pricing for emails.
• Oversee Email Marketing Specialist’s maintenance of all ongoing and upcoming sales and promotions.
• Own the deployment and consistency of UTM parameters across all campaigns.
• Partner with Data Science to ensure UTM parameters are accurately captured in Adobe.
• Own the development and maintenance of campaign metadata sheets.
• Own weekly email + sms recap deck to be delivered every Monday.
• Provide monthly reporting on send volume and unsubscribe rate to Director of Retention Marketing with insights on improvements or callouts on burn rate.
• Oversee development of post campaign launch recaps for key brand initiatives.
• Provide reporting to copy team to ensure SL/PH’s drive optimal open rates.
• Partner with Data Science and Data Engineering teams of the development of dashboards in data visualization tools that combine engagement and performance metrics.
• Attend regularly scheduled meetings with vendors to understand channel performance and develop strategies.
• Partner with email & SMS platform vendors to adopt best practices and improve performance.
• Own the strategy, development, timeline and execution of A/B testing roadmap.
• Oversee the set up, QA and execution of A/B tests.
• Conduct post test analysis, providing insights and next steps, oversee the development of recap decks.
• Partner with cross functional partners A/B test ideation and scheduling within testing roadmap.
• Submit A/B test requests to creative team.
• Write all SMS copy.
• Monitor and analyze key performance metrics, such as open rates, click-through rates, and conversion rates, to assess campaign effectiveness.
• Leverage analytics to refine audience segmentation, content strategies, and targeting approaches.
• Prepare and present performance reports to senior leadership, identifying opportunities for growth and improvement.
• Stay up to date with the latest email marketing trends, technologies, and regulations (e.g., GDPR, CAN-SPAM).
• Identify and implement new tools and platforms to enhance automation, personalization, and reporting capabilities.
• Ensure compliance with global email marketing laws and privacy standards.
• Create and manage promo codes for sales events, ensuring they are correctly applied across platforms and promotions.
• Test promo codes for functionality and troubleshoot any issues that arise during the promotion period.
• Upload updated pricing files for promotions and sales events, ensuring that product prices reflect the campaign offers.
• Monitor the integrity of pricing and offer visibility on the website, and work with the IT/Dev team to resolve any issues.
• Coordinate with planning, marketing, and IT teams to ensure seamless execution of promotional activities.
• Communicate campaign timelines, deliverables, and expectations to all relevant stakeholders.
• Drive improvement in processes to operate more effectively through collaboration with cross-divisional teams.
• Provide support as needed for special projects, such as flash sales, product launches, or seasonal campaigns.

Requirements

• Strong attention to detail and organizational skills.
• Excellent communication skills, both written and verbal.
• Proficiency in Microsoft Office Suite (Excel, Word, PowerPoint) and Google Suite.
• Ability to multitask and meet deadlines in a fast-paced environment.
• 5+ years of experience in email and SMS marketing, with a proven track record of success in e-commerce, retail, or apparel.
• Expertise in advanced personalization strategies, including dynamic content, behavioral triggers, and predictive analytics.
• Strong understanding of customer segmentation and data-driven targeting.
• Proficiency with email & SMS marketing platforms (e.g., Klaviyo, Attentive, Postscript, Salesforce Marketing Cloud, Braze).
• Experience building and optimizing automated lifecycle campaigns across multiple channels.
• Analytical mindset with experience in campaign reporting, A/B testing, and data interpretation.
• Experience working cross-functionally with creative teams to brief and guide campaign assets.
• Knowledge of email and SMS compliance regulations (CAN-SPAM, GDPR, TCPA).

Nice-to-haves

• Experience with project management tools (e.g., Asana, Trello, or similar) is a plus.

Benefits

• comprehensive benefits package including paid time off, health, dental, vision, and disability benefits
• annual merit increase
• bonus
• incentive compensation

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