POSITION SUMMARY

As the Email & SMS Marketing Manager, you will lead the hands-on execution of text and email marketing campaigns that support Inspire’s strategic objectives, including servicing, retention, cross-sell, up-sell and acquisition. You will have ownership of the setup, maintenance, and review of batch and triggered email/SMS campaigns, including the coordination of flawless deployment. You will analyze campaign results and report performance, summarizing key insights, and offering recommendations for continual improvement of KPIs.

THE EMAIL & SMS MARKETING MANAGER HAS FIVE MAIN RESPONSIBILITIES

1. Email & SMS Subject Matter Expert: Own channel for all Inspire texts and emails and serve as SME on all strategic channel decisions. Study channel best practices across industries, and ensure Inspire is deploying world class functionality to improve results. Make recommendations and promote the use of innovative email and SMS features and capabilities including dynamic content, interactivity, targeting, personalization, etc.
2. Campaign Strategy: Working with marketing department leaders, develop strategies for the email/SMS channel to enhance servicing and maximize retention, cross-sell, up-sell and new member growth, while integrating product-specific goals. 
3. Campaign Execution: Manage day-to-day implementation of email/SMS marketing campaigns including setup, maintenance, and review of batch and triggered campaigns. Manage offers, creative development, tracking, training / internal communications and coordination with Technology Engineers to flawlessly deploy tactics. 
4. Analysis and Reporting: Work with cross-functional team to define requirements for new reports (if needed) or work with available tools such as Tableau to effectively analyze each campaign’s performance and recommend actionable insights. Maintain timely reporting and effectively communicate across organization as needed.
5. Vendor Management: Act as point of contact for 3rd party service providers (e.g., Customer.io and Twilio) to effectively manage campaigns. Provide clear direction of services required, and hold each party accountable for meeting expected deliverables.

SOME EXPECTED 2020 DELIVERABLES

• Map and document all existing emails and text messages being sent by Inspire, in order to build plan for improvements across all
• Become fluent in Customer.io system
• Manage and implement campaigns that support retention, winback, cross-sell and other objectives
• Develop scoreboard with reporting by email/SMS type, to track open rate, CTR, etc. and identify any trending issues
• Become fluent in tracking flow from each email/SMS to the respective call-to-action and ensure connection is made to accurate reporting

SUCCESS METRICS

• Flawless execution of campaigns that meet desired outcomes such as improved up-sell, cross-sell and retention rates
• Improved metrics such as open rate, click through rate, etc. versus each prior quarter

DESIRED TRAITS

• Meticulously organized - ability to keep a large amount of details organized
• Strong interpersonal communication skills - ability to build relationships across all areas of the organization
• Strong written communication skills - ability to effectively communicate internally with colleagues across all mediums (email, Slack, etc.), and ability to copywrite and proofread marketing campaign emails
• Creative thinking - ability to constantly look for new ideas, both inside and outside of energy industry

EXPERIENCE

• Must Have
• 5+ years of marketing experience
• 2+ years of email marketing experience with demonstrated success of implementing campaigns (preferably both new customer and lifecycle)
• 1+ years of SMS marketing experience
• A solid understanding of email and SMS marketing best practices, testing, creative/content development and spam regulations
• Highly proficient in at least one email platform/software such as Customer.io, Cheetahmail, ExactTarget etc.
• Proficient in Google Analytics
• Extensive experience tracking, analyzing, monitoring and reporting on KPIs
• Strong attention to details, ability to adapt, work independently, and as a team
• Strong communication skills and ability to convey complex concepts to technical and non-technical audiences
• Experience executing A/B testing of offer components such as pricing, customer incentives, messaging and creative design to optimize response rates
• Strong cross-functional relationship skills to move projects forward internally
• Proficiency in standard MS Office / Google software (PPT/Slides, Word/Docs, Excel/Sheets) and familiarity with reporting software such as Tableau
• Nice to Have
• Has worked at a digital agency or firm specializing in email marketing
• Proficient in HTML, CSS & mobile-first email design
• Experience with complex regulatory environments 
• Experience in a startup or high-growth environment
• Familiarity with systems/tools used by Customer Service to integrate and track offers