An Email Marketing Specialist develops and executes campaigns to drive engagement and revenue across B2B and B2C audiences. They manage automation, segmentation, and A/B testing to optimize performance while ensuring compliance with regulations. Additionally, they maintain list hygiene and deliverability best practices.
Your Responsibilities
Discovery
- Conduct comprehensive email program audits to assess technical configuration, segmentation, automation workflows, deliverability, and overarching performance
- Analyze key performance indicators to identify areas for improvement
- Participate in scoping and effort estimation during the discovery phase to assess resource allocation, timeline feasibility, and project complexity
Strategy Development
- Understand clients’ business objectives and make recommendations how email marketing can contribute to meet overarching project goals
- Develop and refine email marketing strategies that support lead generation, account-based marketing (ABM), and lifecycle nurturing for B2B clients
- Develop and execute A/B testing plans to optimize channel performance
- Utilize various strategies (ie. segmentation and personalization, dynamic content, automation) to meet or exceed project goals
- Support audience analysis and lead scoring strategy to enhance marketing and sales alignment
Delivery
- Create and maintain email automations and targeted campaigns, aligning messaging with the sales funnel and business goals
- Ensure effective integrations between relevant platforms
- Monitor and optimize email deliverability, sender reputation, and inbox placement rates
- Maintain consistency in brand voice and messaging
- Oversee list management and segmentation
- Collaborate with adjacent team members to develop and execute cross-channel strategies to improve marketing performance
Reporting
- Compile bi-weekly performance reports, including analysis and optimization notes
- Identify reporting opportunities that allow the internal team to understand and adjust to performance
- Present channel performance and strategic recommendations to internal and external stakeholders
Requirements
- 3-5 years of experience in email marketing with a strong focus on B2B lead nurturing and automation
- Experience managing SMS marketing is a plus
- Proficiency with both B2B (e.g., HubSpot, Marketo, Pardot, Salesforce) and DTC (e.g., Klaviyo, Attentive) automation platforms
- Comfortable working with cross-functional teams, including Design, Sales, and Demand Generation, to align email marketing efforts with broader marketing strategies
- Hands-on experience in B2B lifecycle marketing, from building multi-step nurture sequences to setting up lead scoring and integrating with CRMs
- Excellent communication skill with the ability to effectively present insights and strategic recommendations
- Strategic thinker with a collaborative mindset, eager to share ideas to develop the most effective marketing solutions
- Agency experience preferred