The Herman Miller Group Retail Email Marketing Manager will be responsible for managing the email and SMS programs for our three direct-to-consumer brands: Herman Miller, HAY and Design Within Reach. In the role you will be responsible for end-to-end campaign execution across email and SMS, including defining customer journeys and lifecycle stages in order to develop compelling, on-brand marketing campaigns that drive engagement, loyalty, retention and sales.
What you'll do:
Manage the day-to-day strategy and deployment of email and SMS for Herman Miller, HAY and Design Within Reach. Ensure all messages are built, tested and deployed properly.
Partner with cross-functional Marketing, CRM, eCommerce, Stores and Customer Service leads to develop messaging strategy and calendar, maximizing opportunities to drive engagement, frequency, retention, reactivation, sales, AOV and LTV. Ensure cross-functional alignment to provide a consistent customer experience across each campaign and channel.
Participate in the Seasonal Planning Process to ensure email and SMS strategy and messaging is developed as part of the integrated marketing calendar.
Maintain a customer-centric viewpoint to assess and plan communication at each lifecycle stage, implementing segmented, multi-touch campaigns leveraging predictive technology and dynamic content. Identify gaps and obstacles in the customer experience and execute communication strategies to improve the customer journey.
Track and analyze campaigns, measuring effectiveness & ROI, for all types of email and SMS messaging. Report on performance on a weekly and quarterly basis. Continually work to improve all KPIs: deliverability, open rate, click rate, conversion rate, opt-out rate, revenue, as well as specific business goals around individual campaigns.
Identify opportunities to A/B test campaigns with the goal of optimizing engagement and conversion metrics.
Optimize lead capture and conversion.
Ensure compliance with internal guidelines and best practices including CAN-SPAM and CCPA.
Work cross-functionally to support other business units such as Trade, Wholesale and Contract with email campaigns when applicable.
Manage relevant agencies and technology partners. Ensure quarterly business reviews are executed are presented with actionable insights to cross-functional partners and leadership.
Provide email marketing thought leadership: strong understanding of best-in-class email and SMS marketing, new tools and software, and desire/ability to create a best in class programs.
Does this sound like you?
This might be you if you have the following skills and abilities...
BA/BS required
5+ years of email marketing or CRM experience for a retail brand
In-depth knowledge of email marketing and best practices; including segmentation and developing automated lifecycle programs
Proactive and resourceful self-starter with excellent problem-solving skills, exceptional attention to detail, and effective communications skills
Strong organizational and time management skills
Self-motivated and ability to work under tight deadlines
Thrives in fluid, demanding environments and can juggle competing high-priority projects
Ability to build relationships and collaborate across functional areas within the company
Can comfortably and effectively collaborate with cross-functional partners
Strong analytics skills using data to tackle problems and translate results into recommendations
Experience with CDP or CRM software a plus
Advanced proficiency manipulating data and performing calculations in Excel (VLOOKUP, Pivot Tables, etc.)
Basic HTML and SQL experience preferred
Ability to work as necessary during non-office hours (this may include: weekends, mornings, and evenings) when necessary
Who We Hire
Simply put, we hire everyone. Herman Miller is comprised of people of all abilities, gender identities and expressions, ages, ethnicities, sexual orientations, veterans from every branch of military service, and more. Here, you can bring your whole self to work. We're committed to equal opportunity employment, including veterans and people with disabilities
