In this leadership role, you will be responsible for strategically growing and optimizing a critical part of Sportsman’s Warehouse’s marketing strategy. With over 5 million email and SMS subscribers, there is a tremendous opportunity to deepen engagement and drive revenue growth through both Email and SMS marketing channels. As the Manager of Email and SMS Marketing, you will build scalable programs, campaigns, and customer journeys that serve a growing list of prospects and existing customers, enhancing their experience and creating significant value from our services.
Responsibilities:
· Lead scalability and efficiency improvements in our email/SMS program to 2X the personalization of our communications through segmented and targeted messaging.
· Identify gaps across our email/SMS customer journey and develop trigger-based engagement points that improve customer experience across onboarding, activation, product adoption, and more.
· Become an expert in our Email & SMS Service Provider technology to execute on all mission critical functions.
· Ensure the Smail/SMS program is delivering on company’s strategic pillars and growing engagement within priority customer segments.
· Help foster growth and success in the email coordination team through training and support on infrastructure and processes.
· Analyze CRM data and translate insights into actionable strategies for email and SMS, ensuring the delivery of personalized, innovative experiences that support business objectives. Partner with leadership and CRM analysts to expand data and technology capabilities for more granular targeting and segmentation using multiple data sources.
· Structure and oversee data-driven projects to understand customer behavior and create strategies that drive customer acquisition, retention, and lifetime value (LTV).
· Lead and manage relationships with all email and SMS vendor partners, including overseeing services and identifying opportunities to further leverage support capabilities.
· Lead the email/SMS planning process by collaborating with different marketing teams (growth marketing, creative, communications, and more) to conceptualize and design campaigns for email and SMS.
· Improve the email/SMS planning process in collaboration with the integrated planning function to move from a reactive to proactive planning approach.
· Develop data-driven hypotheses, conduct A/B testing to validate, analyze campaign performance, and continually optimize strategies, sharing insights with the broader team and leadership to continually improve email and SMS impact.
· Provide industry intelligence and competitive insights, including: competitor strategies and tactics, identifying new opportunities for engagement and the consumer journey, understanding barriers and drivers of engagement across email and SMS. Synthesize
ongoing learnings and insights and present actionable recommendations to marketing team and partners.
· Partner with the IT CRM team to enhance business rules and data capabilities to optimize segmentation and targeting.
· Collaborate with teams across the business (Marketing, Retail, Ecommerce, Merchandising) to build and execute a best-in-class customer lifecycle strategy across email and SMS.
Basic Qualifications:
· BA/BS degree, preferably in Marketing, Communications, or a related field.
· Minimum 5 years’ experience in marketing automation, with a strong background in both email and SMS marketing platforms.
· Proven ability to learn new technologies quickly and maximize their value, specifically within marketing and CRM platforms.
· Extensive experience in data management, especially for customer segmentation and reporting to support complex business rules.
· Proven success in segmentation, targeting, and personalization strategies to drive campaign success across email and SMS.
· Strong analytical mindset with the ability to turn data into actionable insights.
· Excellent written and verbal communication skills for reporting, presentations, and cross-departmental alignment.
· Highly self-sufficient, results-oriented, and able to work effectively under pressure and tight deadlines.
· A positive, collaborative attitude with the flexibility to adapt to change and continuously seek innovative solutions.
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