Senior Specialist, CRM Marketing

Role Overview

The Senior Specialist, CRM Marketing oversees the development and growth of email marketing programs, ensuring the delivery of timely, relevant, consistent, and personalized messages that engage our customers and drive sales. This role also creates (through What You See Is What You Get (WYSIWYG) editors and HTML/CSS), tests, schedules and reports on ad-hoc emails, SMS messages, push notifications, and nurture/lifecycle campaign initiatives. Additionally, this position works closely with a variety of cross-functional team members, including multiple business units, representing discrete products, design & development.

Duties & Responsibilities

Email Marketing Campaigns & SMS/Push Campaigns

• • Assist in setting the strategic direction of email marketing programs for Brother’s B2B & B2C Sales Divisions.
  • Take ownership of and manage day-to-day project initiation, briefing, creative proofing, execution, and deployment for assigned Sales Division's email marketing initiatives, using a marketing automation solution.
  • Create email and SMS campaign audience criteria through filtered data extensions and SQL, lead scoring, and dynamic content targeting.
  • Collaborate with the various business units as well as internal team members.
  • Set up, configure, and deploy SMS and push notifications, ensuring timely and targeted delivery to drive customer engagement and conversions.
  • Ensure email, SMS/Push campaigns comply with all appropriate legal regulations.

Reporting & Analytics

• • Analyze marketing campaign performance and make creative or strategic optimization recommendations to Marketing.
  • Review and report on campaign results and KPIs, drawing insights that will continuously enhance channel performance.
  • Initiate and track A/B testing programs designed to improve the user email experience through KPI data and trend analysis.
  • Review web analytics and email performance data to drive marketing decisions based on customer interactions, online behavior, and conversion data, working with Marketing teams as well as other stakeholders.
  • Develop documentation and road maps for processes, A/B tests, and promotions that succeed through emails.

Digital Content Development

• • Create and execute email campaigns through third-party email services, such as Salesforce, Pardot (MCAE), Responsys, and Constant Contact.
  • Provide front-end development through WYSIWYG Editors and in HTML/CSS and ensure consistency of code across multiple clients (Gmail, Hotmail, Outlook, etc.) and browsers.
  • Verify that campaign and activity details such as email content and links are tagged and captured accurately to provide data for click and interaction analysis.

Education

• • Serve as a subject matter expert for CRM marketing programs, providing strategic recommendations to improve customer engagement, lead nurturing, and lifecycle marketing performance.
  • Keep abreast of industry best practices and provide recommendations for internal strategies.
  • Evangelize and educate business units and leadership on best practices, industry trends, benchmarks, and the competitive landscape – ensuring adoption across the organization.
  • Help educate others in the business on email best practices.

Experience & Qualifications

Education

• • Bachelor's Degree (or equivalent experience) in Marketing, Business, Communications, or related field preferred

Experience

• • Minimum 5 Years
    • Experience in corporate email marketing, overseeing the development of B2C and/or B2Bprograms, including cross-functional work and hands- on experience with email execution, campaign management, content & design through marketing automation platforms and/or email service providers
• • Minimum 1 Year
    • Experience front-end development through WYSIWYG Editors, with basic knowledge of HTML/CSS working in a large corporate environment

Software/Technical Skills

• • Knowledge of working in an email service provider platform, working with email, managing campaigns, content, & designs
  • Understanding of the nature of API’s and data integrations between platforms
  • Knowledge of responsive design and automation emails, including good HTML and testing/validation skills
  • Knowledge of troubleshooting cross-browser/mobile compatibility issuesKnowledge of e-campaign best practices which include HTML responsive coding, formatting, tracking, A/B testing, and reporting
  • Knowledge of HTML email rendering bugs and workarounds
  • Salesforce Marketing Cloud & Pardot (MCAE)

Other Skills/Knowledge/Abilities

• • Ability to move work forward independently, influence cross-functional partners, and serve as the primary driver of CRM initiatives rather than waiting for direction.
  • Attention to detail with the ability to execute projects from beginning to end with minimal supervision
  • Superior interpersonal abilities and strong communications skills (oral and written)
  • Strong analytic ability: deep understanding of quantitative and qualitative analytic techniques to identify opportunities, assess results, and continuously improve
  • Ability to create presentations and present to marketing team members

Additional Details for This Role

This role will be a hybrid role. Subject to business needs, employees may work remotely up to two days per week. Assigned office days will be determined by your manager.

Base Salary

• • The targeted base salary range for this position is $ 80,000.00 - $ 100,000.00 per year.
  • Base salary is determined by the education, experience, knowledge, skills, and abilities of the successful candidate, as well as factors such as internal equity, cost of labor in the hiring location, and alignment with market data.
  • The base salary accounts for the entirety of the on-target earnings for this role. No additional incentives or variable pay are applicable.