Email Marketing Manager at Velvet by Graham & Spencer

The Email Marketing Manager will lead the growth and success of Velvet's email and mobile marketing efforts, partnering closely with the rest of the marketing team. You will be responsible for developing the strategy and execution to create a best-in-class consumer experience. This includes new customer conversion, retention, maximizing customer lifetime value and customer satisfaction across all consumer touch points.

The Email Marketing Manager is the perfect mix of art and science in their abilities, instincts and execution. You have a gut for great creative and a mind for strategy, execution and measurement. You will take a leadership role in building a best-in-class consumer experience across the Velvet ecosystem — one that reflects the quality of the product and the ease of the brand.

This position reports to the [POSITION].

This position is located in Marina Del Ray, California.

Key Responsibilities

• Own Velvet's email and SMS marketing calendar end to end — strategy, segmentation, cadence, offer, creative direction and deployment — across both campaign and lifecycle programs.
• Build and manage a best-in-class email and mobile marketing program in Klaviyo. Drive both customer acquisition and retention through transactional and triggered email and SMS flows, including welcome, browse and cart abandonment, post-purchase, replenishment, win-back and all transactional driven communications.
• Develop and evolve the segmentation and personalization strategy, using purchase history, behavioral and profile data to deliver relevant messaging at scale and within flows.
• Own the creation of the email/sms monthly calendar
• Develop and evaluate key performance metrics; provide senior leadership accurate summaries and analysis of campaigns, results and forecasts.
• Maintain and evolve a robust testing framework to expand the volume and pace of learning across the business. You should love a good A/B test and believe almost no decision can’t be tested.
• Own list growth and list health — onsite and in-store capture, deliverability, sunset policies, consent management and compliance with CAN-SPAM, TCPA and CCPA.
• Manage and optimize the Velvet Loyalty Program including but not limited to a full review of its impact on the business and making recommendations on improving it.
• Partner with the creative and brand teams to produce email and SMS creative that is on-brand, mobile-first and conversion-driven.
• Be the expert on new, relevant technologies that improve the consumer experience, including Klaviyo integrations, loyalty, reviews, and onsite personalization and optimization tools.
• Foster continuous improvement; ensure that all marketing activities are efficient, effective and scalable.
• Develop and maintain a regular communication cadence with all levels of the organization.

Requirements

• 5+ years of email and mobile marketing experience in a direct-to-consumer organization with a strong online / ecommerce / digital presence. Experience must include analytics-based decision-making where success is measured in terms of customer growth, retention and revenue.
• Deep, hands-on Klaviyo experience is required — flow building, segmentation, A/B testing, deliverability management and reporting. Experience integrating Klaviyo with Shopify strongly preferred.
• Working knowledge of SMS marketing and the platforms and compliance requirements that govern it (Klaviyo SMS, Attentive, Postscript or similar).
• Results-oriented self-starter with a track record of excellent results in a fast-growth environment.
• Keen understanding of leading-edge ecommerce segmentation methodologies and their respective role in marketing communications.
• Strong analytical skills; proven ability to consume and understand data and work with analysts to get to clear results and recommendations.
• Creative / innovative thinker; organized / detail-oriented; team player with a solution-oriented approach. An eye for design and copy appropriate to a premium apparel brand.
• Exceptional skill in verbal and written communications; must also be an excellent listener.
• Skilled at promoting collaboration and driving problem resolution across all levels of a business including the c-suite.

Bachelor’s Degree required.