The Sr. Manager, Email Marketing, will work closely with the marketing and merchandising teams to help fuse strategic planning, key storytelling messaging and first-party data into email marketing campaigns. This role will champion continuous channel improvement and revenue growth through a focus on automation, improved subscriber personalization, acquisition, and retention.

KEY PERFORMANCE METRICS

• Own email database health and size, using acquisition and retention strategies
• Create optimization strategies that ensure delivery against revenue and traffic forecasts, email marketing engagement goals & overall program ROI
• Ensure best-in-class email campaigns: Best creative practices and go-to-market rendering as measured by engagement score and email deliverability.
• Proactively manage the approval process, ensuring milestones and interim deadlines are met to deploy campaigns on time /error-free
• Lead the implementation of a robust personalization strategy

KEY ACCOUNTABILITIES

Functional

• Spearhead the accelerated growth of personalization marketing efforts for Indigo, measured as a percentage of sends, working in collaboration with the customer insights team to create a strategic cadence of sends across 1:1, targeted, mass and triggers.
• Create and maintain a very fluid email marketing calendar leveraging seasonal stories, customer intent data + behaviour, lifecycle position and loyalty status to meet the needs of the business
• Oversee the end-to-end production and deployment of emails, including formatting, templates, image quality, accuracy of content, targeting, set-up, QA & testing initiatives, working closely with the studio and copy teams to create customer-centred solutions that work across all devices.
• Embrace and seek out technology, including AI, that creates high-tech and high-touch solutions for Indigo's customers.
• Own the ESP vendor relationship and serve as internal Email Service Provider expert by managing all aspects of the ESP platform to ensure the business is leveraging its full capability to enhance, improve and deliver on communication objectives.
• Troubleshoot any technical issues with the vendor, production, Analytics and IT teams.
• Collaborate in the development and implementation of loyalty initiatives, online, retail and omnichannel promotional initiatives, merchant category plans and other relevant initiatives
• Partner with merchants, retail/online operations teams to integrate, develop and execute their email needs
• Manage the enhancements of existing triggers and the development of new trigger programs, including briefs; perform quality assurance, and final creative review.
• Ensure the completion of team deliverables and set/adhere to team budgets, as applicable.

People

• Recruit, onboard, develop and sustain a strong Email Marketing team. Accountable for the overall engagement, productivity, turnover, and bench strength of the team
• Set context; set appropriate team objectives at the start of the performance management cycle, and measure employees against their related individual accountabilities
• Collaborate with others to drive flexible and iterative solutions, quickly and easily.
• Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself.
• Encourage others to freely share their point of view and be open to feedback.

Cultural

• Model Indigo's beliefs and convey a positive image in everything you do
• Celebrate the diversity of thought and have an open mindset
• Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
• Embrace, champion, and influence change through your team and/or the organization

SCOPE

Reports to: VP, Marketing Strategy & Omni Channel Communications

KEY RELATIONSHIPS

Internal:

• Marketing (brand, social, loyalty, PR)
• Site Team
• Merchandisers
• Creative Studio
• IT
• Analytics team
• Retail Operations teams

External:

• Email Service Provider
• Other partners as required

Work Experience / Education / Certifications

• 8+ years of experience in email marketing
• 5+ years managing direct reports
• 8+ years of experience operating an ESP tool and developing technical programs
• Experience in a B2C fast-paced retail / ecommerce environment
• Post-secondary education in marketing, communications, business administration or a related field

Competencies / Skills / Attributes

• Exceptional project management skills and attention to detail, with experience in managing a cross-functional team of business partners and holding them accountable for their deliverables
• Solid understanding of CRM & Marketing Automation
• Strong knowledge of CAN-SPAM & CASL
• A self-starter mindset, with a high motivation to make a positive difference, dedicated and creative in the approach to problem solving
• Proven track record of success in managing customer lifecycle communications
• Ability to manage multiple highly detailed tasks accurately while reacting with urgency and reprioritizing as needed to ensure all objectives and project deadlines are met
• Strong communication skills – dealing with stakeholders on a daily basis
• Ability to thrive in a fast-paced environment with tight deadlines

At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at [email protected] if you require an accommodation at any time during the recruitment process.

WELCOME HOME

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE

• We love books and all things beautiful
• We are Canada's Cultural Department Store
• Books are our heart and our soul and Great Books are JUST the Beginning…

We play by the following rules:

• We exist to add joy to our customers' lives each and every time they interact with us and our products
• Our job is to create joyful moments for our customers
• We treat each other the way we'd treat a valued friend
• We inspire each other to do our best work
• We seek to ignite creativity and innovation every day
• We give back to the communities in which we operate