Director, Email & CRM Marketing in Eden Prairie, MN at Lifetouch Inc.

Date Posted: 11/7/2018

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Job Description

The Director of Email and CRM Marketing will lead the development, implementation, optimization and measurement of email and direct mail marketing strategies to drive customer retention, meet revenue goals and promote the growth and health of the email marketing program across the Lifetouch enterprise.

Primary Duties and Responsibilities  

Strategy & Planning

  • Develops quarterly email, direct mail and SMS plans for the various Lifetouch brands, including cadence, content, promotions, segmentation and testing.
  • Develops quarterly and weekly forecasts for the channels.
  • Leads planning share-outs with cross-functional work partners and achieves buy-in on proposed strategies.
  • Key partner to email vendor(s), as well as maintaining industry best practices, learnings and developments to drive email performance, optimization, insights and overall email and CRM strategy.


  • Oversees the flawless execution of batch, trigger and lifecycle email and SMS plans.
  • Manages team of direct reports and supports day-to-day campaign needs across strategy, creative, analytics and operations, ensuring continuous learning and optimization for the team and program.
  • Ensures execution align with campaign strategies.
  • Ensures campaign testing & segmentation strategies are implemented accurately.
  • Continuously improves upon execution processes with work partners and email vendor.


  • Supports weekly CRM performance reporting, including individual campaign metrics and overall program KPIs.  Draws insights to guide future planning. 
  • Leads development of quarterly post mortems and shares out learnings with work partners.
  • Drives ad-hoc analyses as needed.

Additional Duties and Responsibilities

  • Performs other projects or miscellaneous duties as requested or assigned.


  • Bachelor’s degree in Business or Marketing, or equivalent related experience
  • Master’s degree preferred


  • 12 or more years direct/email marketing experience
  • 8 or more years of management experience


Other (knowledge, skills, and abilities):

  • Strong understanding of customer lifecycle marketing and CRM segmentation & testing strategies.
  • Experience in strategic planning of email and/or other online marketing channels, including forecast development.
  • Thorough understanding of creative brief and creative execution best practices for email.
  • Experience analyzing data and sharing out results. Able to identify trends and performance drivers.
  • Strong collaboration skills; able to influence others and achieve consensus.
  • Creative thinker; takes initiative to try new approaches.
  • Demonstrates creativity/flexibility in resolving issues.
  • Ability to manage multiple projects at once and meet deadlines while paying attention to detail.
  • Strong communication and presentation skills.