Purpose
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Responsible for planning, developing and executing e-marketing campaigns in both the Gardening and Sport markets to drive customer retention, reactivation and lifetime value. Also to manage and co-ordinate events and catalogue production.
Job Description
* Manage the day-to-day running of our Email marketing strategy including owning the email marketing calendar for our newsletter and the set up/maintenance of automated customer journeys within Dotdigital, identifying opportunities to regularly optimise performance to drive KPIs (loyalty, engagement, reactivation).
* Planning and shaping exciting customer journeys and communication strategies based on customer insight and behaviour, developing customer segmentations to ensure we are continuously optimising.
* Building compelling and personalised email content (newsletters, promotional campaigns, and automated campaigns) using templates with copywriting and asset coordination.
* Create testing plan to ensure continual test and learn with A/B experiments to drive email KPIs (open rate, click rate, purchase) at customer segment level to ensure we are continuously optimising.
* Managing and developing content plans alongside another member of the marketing team, with the ability to write effective and engaging copy, in line with the brands’ tone of voice guidelines.
* Monitor email performance metrics, including open rates, click-through rates, conversion rates, and revenue generated, and use insights to optimise campaign effectiveness.
* Own weekly and monthly email and customer segment performance reviews, interpreting data and insights to generate learnings for future activity.
* Support the growth of customer retention, driving improvements across key metrics such as repeat customer rate and customer lifetime value.
* Stay up to date with email marketing best practices, industry trends, and regulations (e.g., CAN-SPAM, GDPR) to ensure compliance and maximise results.
* Event & exhibition management and co-ordination
* Planning and co-ordinating all DM and online brochures, including product selection, pagination planning, creative stages and final print.
Person Specification
* A proven background in briefing, executing, measuring and optimising email or digital marketing campaigns
* Strong organisational skills – able to plan and allocate resource for multiple campaigns and projects of varying complexity
* Analytical, numerate and results orientated with good commercial judgement and KPI understanding
* Strong hands-on experience using Dotdigital (or similar ESP systems)
* Customer focussed with a proven track record of considering customer segments and insight and applying this knowledge to marketing campaigns
* Strong interpersonal and communication skills at all levels
* Proven reporting skills and experience using reporting tools and Excel
* Ability to assess creative against commercial goals and campaign objectives
* Attention to detail is essential with good problem-solving skills