Email Marketing Manager

Email Marketing Manager – Brilliant Earth

Position Overview: 

We are seeking a bright, motivated Email Marketing Manager to join our Marketing department and drive Brilliant Earth’s joyful, luxurious e-commerce consumer brand. As the Email Marketing Manager, you will own the email channel, including creative development, execution and analysis to drive short and long term KPIs.

The Email Marketing Manager will develop and execute innovative, breakthrough and data-driven retention strategies to drive loyalty/retention, sales growth, and brand advocacy. This person will have a customer-first mindset, with a deep understanding of the end-to-end customer journey and will be responsible for understanding who our customer is, what drives their behavior, and how best to turn a customer into a passionate brand advocate.

This role will be responsible for developing and implementing strategies around communication and lifecycle marketing, including welcome, blast, trigger and post-purchase follow-ups to re-engagement campaigns, as well as cross channel retention strategies. This will include creating strategies and execution in the following channels: email, SMS, direct mail.

We are looking for a collaborative, analytical, and customer-centric thinker who leads cross-functional teams, harnesses customer data insights, and employs retention marketing techniques to craft tailored, impactful strategies. This is a hands-on role that will drive CRM strategy while also executing contributions to projects and teams with leadership and coaching responsibilities. 

What you’ll do:

• Retention Strategy and Email Marketing: Develop and implement a comprehensive, best-in-class retention strategy with a primary focus on email marketing campaigns leading triggered, transactional, engagement and performance initiatives.
• Customer Lifecycle Management: Create and manage customer journeys to maximize customer lifetime value, from onboarding and post-purchase follow-ups to re-engagement campaigns, as well as cross channel retention strategies.
• Segmentation & Personalization: Drive new strategy for personalization within the jewelry category and manage segmentation of customer files to drive retargeting in digital channels.
• Email Campaign Development: Lead the planning, execution, and optimization of email marketing campaigns, including segmentation, increased personalization, content creation, and automation. 
• Innovation & Testing: Develop testing roadmap to experiment with different email elements, such as subject lines, content, images, calls to action, timing, automation, and frequency through A/B testing. Stay updated on industry trends, competitive strategies, email marketing best practices, and emerging technologies to drive innovation in customer retention strategies. 
• Customer Advocacy: Architect customer-first communications (e.g., email trigger flows, overlays, SMS, post-purchase, etc.) based on insights and deep understanding of customer journeys. 
• Customer Insights: Develop a deep understanding of our customer through data analysis and extracting insights on acquisition sources, order patterns, cohort behavior, and churn. Partner with the Analytics team to find actionable insights, including surveys and focus groups. Collect and analyze customer feedback, identifying opportunities to enhance the overall customer experience through email marketing initiatives. 
• Data Analysis and Insights: Utilize data analytics to track email campaign performance, customer behavior, and ROI, making data-driven decisions for continuous improvement. Define key metrics for retention success, develop dashboards, monitor and report regularly to leadership. Monitor key email metrics like open rates, click-through rates, conversion rates, and unsubscribe rates. 
• High Quality Outputs: Establish QA processes, analytics and performance monitoring practice to make data driven decisions.
• Manage vendor/partner relationships to ensure accountability and strategic alignment. This includes engaging in re-negotiation and RFP process to ensure optimal partnership. 

Qualifications

• Proven experience (4+ years) leading CRM, customer analytics, retention marketing, marketing or customer strategy, with an emphasis on email marketing strategy and execution.
• Deep understanding of email marketing best practices, ESPs, and automation tools as well as familiar with CDP environment 
• Data-driven decision-maker with continuous desire to analyze and further improve performance 
• Robust experience in concepting initiatives, managing projects with little direction, and driving measurable results 
• Highly collaborative and comfortable working with cross-functional partners and teams 
• Excellent communication and interpersonal skills. 
• Ability to be autonomous and project-manage effectively in a fast-paced environment 
• A strategic thinker who approaches challenges with thoughtfulness, drive, and appropriate urgency, who works well under pressure and thrives in adapting environments. 
• Passion for sustainability, ethics, and social responsibility, and a commitment to the mission and values of Brilliant Earth. 
• Prior experience with direct-to-consumer marketing, and a bonus with a luxury retailer 
• Experience working with customer loyalty programs a plus 
• Bachelor's degree in Marketing, Business, or a related field, preferred