Email Marketing Manager

at  Roots

Roots is more than just an/the iconic Canadian retailer, we are a group of passionate employees who act with integrity, trust each other and do what is right. We work in a space where people can grow and develop, with a team of people who own results and are dedicated to seeing Roots win. We seek to build longstanding relationships with partners who share our commitment to maintaining high ethical standards of operation.
We are currently seeking a strong marketer who can use data, creative assets, and technology to build a best-in-class Email and SMS marketing program. In this role, you will aim to organically grow Email and SMS communities, increase efficiency of channel communications and creatively support Roots brand positioning. To achieve this, you will lead development of the overall Email and SMS marketing strategy and calendar, implementation of day-to-day activities, cultivation of the contactable customer base and execution of relevant marketing and corporate initiatives.
Key to success will be using data-driven insights to drive action, maintaining best-in-class creative standards, continuously improving the program’s technical tools and collaborating across a wide range of functional partners. This role is right for you if you are passionate about the Roots brand, telling stories, engaging with customer communities, and driving tangible business results.
The Manager, Email Marketing for Roots will be responsible for the following:

Strategy Development and Implementation

• Lead development and implementation of an end-to-end Email + SMS strategy that answers “Who, What, When, How”
• Stay up to date with digital marketing trends and potential new channels and strategies, including predictive tools, social integration, and attribution strategies
• Maintain a solid understanding of Email + SMS marketing best practices, and regulations throughout North America (including CASL, CCPA) and global markets (such as GDPR)

Campaign and Content Management

• Own and develop the Email + SMS marketing calendar in collaboration with marketing and merchandising teams
• Own Email + SMS revenue, open rate and CTR KPIs
• Provide guidance on long-term and short-term Email + SMS marketing campaigns, deploy the campaigns, generate insights from channel activities, and optimize the program based on learnings
• Work with creative media/content experts and designers to create innovative content that will generate highly engaging, sales-driving communications
• Partner cross-functionally (e.g., with Web, Social, Stores teams) to grow the user base. Carry out segmentation of customer databases and develop and implement targeting strategies
• Build relevant, targeted customer segments based on customer behavior and support overarching and campaign-level strategy

Reporting and Data Management

• Measure results and optimize campaigns through A/B testing to improve open rate, deliverability, click rate, conversion rate, and specific business goals around individual campaigns
• Develop and maintain strong email reporting dashboards to generate weekly, monthly, quarterly, and ad hoc reports
• Build and maintain a feedback loop for ongoing refinement of content and creative approaches

Technology

• Work with technology teams (internal and external) to build the technical foundation required to scale email marketing operations and achieve strategic goals
• Proactively manage a prioritized technology roadmap for new tools and features by identifying key opportunities, gaps and issues, building requirements, and participating in the larger eCommerce sprint management process
• Manage relevant vendor relationships, including negotiation of SOWs and oversight of payment process
• Contribute to CRM innovation by spearheading the campaign automation and personalization roadmap

Team Management

• Manage a team of UX and Graphic Designers, providing timely performance feedback and creating opportunities for professional growth

Top candidates for the Manager, Email Marketing role will have the following:

• 5+ years of proven experience in B2C email marketing role ideally in retail, CPG or similar environment
• Bachelor’s degree in marketing/business or a related field
• Hands on experience in deploying emails, building segments, developing customer journeys and reporting in an enterprise email platform such as Bloomreach, Salesforce Marketing Cloud (Exact Target), Klaviyo, Emarsys, or Marketo
• Deep knowledge of the entire email ecosystem, including responsive HTML emails, templates and landing pages
• Proficient in using marketing automation technology
• Strong sense of ownership and pride in your performance and its impact on Roots success
• Top-tier critical thinking and problem-solving skills
• Strong desire to win
• Great interpersonal and communication skills
• Strong project management skills with the ability to lead and direct indirect resources

Founded in 1973, Roots Canada is a publicly held Canadian lifestyle brand that sells apparel, leather bags, small leather goods, footwear and active athletic wear with over 100 retail stores in North America and Asia

• 5+ years of proven experience in B2C email marketing role ideally in retail, CPG or similar environment
• Bachelor’s degree in marketing/business or a related field
• Hands on experience in deploying emails, building segments, developing customer journeys and reporting in an enterprise email platform such as Bloomreach, Salesforce Marketing Cloud (Exact Target), Klaviyo, Emarsys, or Marketo
• Deep knowledge of the entire email ecosystem, including responsive HTML emails, templates and landing pages
• Proficient in using marketing automation technology
• Strong sense of ownership and pride in your performance and its impact on Roots success
• Top-tier critical thinking and problem-solving skills
• Strong desire to win
• Great interpersonal and communication skills
• Strong project management skills with the ability to lead and direct indirect resource