Director of Email and Mobile Strategy

An individual who will drive thought leadership and oversee execution in the specialty area of email and mobile communications, working closely with a dynamic senior team to help formulate multi-channel strategy for world-class advertising clients.

This individual will become part of the agencies Internal Consulting group, which includes specialists in Social Media, CRM, Digital Media, Technology and Customer Experience Design.  This dynamic team of thought leaders will work together in a fluid fashion to build strategic and tactical digital plans for blue chip clients.

Job Description:

Lead and support key strategic e-mail and mobile initiatives for the agency.

  • Develop and manage the design and implementation of the digital marketing strategy for client programs including:
  • How each channel can integrate with other online and offline media
  • Who should be contacted (working with various vendors) and the target segments
  • What the content strategy should be within the messaging
  • How to translate the brand promise into each channel
  • Identify key moments of truth drive advocacy of lifecycle communication
  • Identify the analytics framework/KPI’s to recognize strategy success
  • Develop and manage tactics and measurement plan for each program:
    • How many touches should a prospect/customer receive
    • Co-ordinate the back-end for database and fulfillment as required
    • Measure results/analysis/future recommendations
    • Manage third-party vendors as required
  • Create a growth plan for key clients:
    • How will the initial strategy or tactics grow in the account over time?
    • What opportunities does Digital Dialogue offer for the agency to grow its share of revenue from the client?
    • What staffing will be needed to support future growth
    • Develop an account awareness plan to train the account teams on the best way to sell-in email to their clients.

Responsibilities:

  • Working closely with Account teams to understand overall marketing strategy and what role digital channels and communications serves in acquisition, lead generation, lead nurturing, as well as increasing customer loyalty, advocacy, retention and profitability
  • Develop pilot programs to be sold into client organizations to test channel effectiveness
  • Manage third-party vendors to insure quality of service
  • Manage a team of strategists and tactical experts
  • Be able to assess current integrated marketing programs of clients and be able to offer improvements in current service/results
  • Selling in new programs and improving existing programs of all current clients

Required Skills and Experience:

  • 5-8 plus years experience that includes direct marketing and multi-channel integrated communications
  • Established thought leadership on e-mail marketing and mobile marketing
  • Demonstrated management skills
  • Experience in new business growth
  • Experience working with Fortune 500 Clients
  • Ability to develop and sell through ideas, and execute programs
  • Ability to work as part of a team
  • Familiarity with the technical aspects of e-mail and mobile marketing as well as broad knowledge of brand advertising
  • Ability to analyze results and provide recommendations to improve programs
  • Experience in B2B marketing, lead nurturing and lead qualification
  • Ability to be both a strategic marketing partner and to manage operations of a program
  • Knowledge and demonstration of applied email marketing best practices