Email Campaign Specialist

Greyhound Talty, TX 2019-07-10
Email Campaign Specialist

Summary:

The Email Campaign Specialist will be responsible for executing CRM marketing automation tactics supporting the overall CRM strategy to raise the level of customer communication, acquisition, engagement and retention for Greyhound Lines, Inc. This position will be pivotal in using customer data and automations to build the email and SMS cadence for trigger and transactional messages to continuously improve customer journeys and the marketing campaign lifecycle. Responsibility for executing daily and weekly customer email communications and managing the flow of email communications sits with this role.

The incumbent will be responsible for designing creative strategies to most effectively communicate key messages and inspire customers to act, proactively considering current communication trends and applying best practices to the business. In addition, this position will be responsible for tracking, analyzing and optimizing email performance to accomplish strategic CRM goals and will coordinate closely with others within Greyhound and CRM/Loyalty vendors.

Responsibilities:

  • Leverage customer data and CRM platform capabilities to deliver relevant, timely messages to customers
  • Utilize the CRM platform to conduct automated and triggered email marketing campaigns based on customer journeys and recommend targeting, segmentation and personalization
  • Complete creation and execution of email campaigns from planning (timing, targeting, versioning, suppression, assets, personalized and dynamic content/copy) through execution (testing, approvals) to post campaign analysis based on KPIs
  • Responsible for campaign QA/UAT including verification of creative, copy, links, targeting, deliverability, rendering across devices/email clients and ensuring approvals are complete prior to deployment. Includes troubleshooting/resolving issues for trigger / transactional based automations
  • Responsible for ensuring compliance with CAN-SPAM / CASL regulations
  • Assist in the development and execution of testing agendas and segment based emails to drive conversions, customer engagement and retention, including iterating based on performance metrics to quickly impact results
  • Define, monitor and report on success metrics, demonstrating performance improvements and ROI impacts. Continually optimize and iterate based on performance metrics including open rates, CTR and conversion
  • Develop and execute campaigns for SMS, push notifications and CRM platform hosted landed pages and advertising campaigns
  • Monitor competitive email marketing activity, best practices and trends to improved program effectiveness and success

Requirements and Skills:

  • Bachelor’s Degree in Marketing or related field
  • 3+ years of online marketing experience, including at least 1 year of email experience
  • Experience with developing and managing email campaigns, including data based trigger and transactional emails
  • Experience building customer journeys and deploying emails through a global CRM platform a plus
  • Well skilled in MS Office. HTML, Photoshop and skills with other digital communication tools helpful

Skills:

  • Proven ability to think strategically and execute tactically
  • Excellent editing, writing and proofreading skills required with some Photoshop skills a plus
  • Proven ability to multitask, prioritize, and problem solve in a deadline driven environment whether independently or within a team environment
  • Strong interpersonal skills – able to and enjoy working across multiple business units and functional areas to achieve goals with the ability to work in teams and independently
  • Resourceful self-starter, strong work ethic, drive and able to work independently or within a team
  • Comfortable synthesizing response data and making sound, actionable recommendations

Travel:

Up to 20% domestic trips, requiring overnight stay by air, bus or auto

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