Position Summary:
The Manager, Email Marketing reports to the Director, E-Commerce and Personalization and is responsible for the strategy and execution of the e-mail marketing program for JetBlue including all campaign management and execution, calendar and asset planning, list integrity, growth, and segmentation, deliverability health, A/B and multivariate testing and content personalization. The Manager develops the program to drive incremental revenue and lower costs for JetBlue, oversees the relationship with internal and external email business partners and reports program metrics and recommendations to senior leadership.
The Manager, Email Marketing is a key member of the Commercial team that is dedicated to continually improving industry knowledge to keep up with changes in e-mail, push and other digital marketing. The Manager is a self-motivated, detail oriented and is comfortable working under pressure and time constraints, including last minute requests and available for occasional support outside of normal working hours. The Manager is passionate about delivering results, tracking trends in customer behavior, and is an adaptable leader whose personal values match JetBlue’s values of Safety, Caring, Integrity, Passion and Fun.
Essential Responsibilities:
- Independently own, plan, and execute all external JetBlue Airways marketing, lifecycle, operational and transactional e-mails, including email coding, testing, smart segmentation, stakeholder approval, deploy and troubleshooting as necessary
- Ensure internal stakeholders (e.g. Revenue Management, Sales, Loyalty, Legal and IT) and external business partners are vested in the success of email marketing campaigns to ensure successful email content creation and implementation
- Proactively monitor the integrity of the e-mail list and quickly address any issues
- Analyze the effectiveness of e mail campaign efforts and present updates and recommendations to senior leadership on a weekly basis
- Lead the creation and implementation of new campaign/project e-mail marketing initiatives including highly personalized scalable and dynamic triggered programs
- Stay current with email delivery best practices to maximize inbox placement, responsiveness, and accurate rendering across all major email clients and devices
- Utilize 3rd party platforms and technologies (i.e. Moveable Ink) for image personalization, live optimization and advanced campaign testing
- Serve as the subject matter expert (SME) for email marketing best practices and platform capabilities internally and evangelize email campaign performance and list health to stakeholder teams
- Collaborate across multiple different business units to ensure their email marketing needs are met to drive business goals of revenue, engagement, call deflection etc.
- Partner with creative teams to brief and build campaigns to be email optimized and in line with latest industry trends and best practices
- Analyze, report on, and optimize against key metrics including click-through-rate (CTR), open rates, revenue lift and engagement
- Recommend and implement iterative A/B testing to continually improve performance through optimized messaging and targeting
- Analyze cohorts and segments effectively to drive growth
- Lead, manage and coach a team of email marketing senior analysts, analysts and developers
- Own, plan and execute the strategy for push notifications as both a marketing and communication channel for Customers
- Take a significant role in the development of crewmembers to support their engagement, growth, and goal achievement
- Other duties as assigned