Manager, Digital Marketing

About us

Our founder, Lena Bryant didn't set out to change fashion forever, but that's exactly what she did. 120 years later, Lane Bryant remains the iconic plus-size brand. Empowering women is kind of our thing. Our inclusive community of customers and associates champions the acceptance of all sizes, shapes, and people. If you believe in the power of clothes to create confidence and empower self-expression, you'll be at home here.

About the role

The Manager, Digital Marketing will be responsible for supporting all retention programs and owning all email & SMS/MMS messaging marketing planning, development, approval and deployment processes for our Direct-To-Consumer channels. This role will maintain and expand upon our existing email & SMS/MMS messaging marketing strategy with a focus on increased segmentation, personalization, relevancy and qualified email and SMS database acquisition. In addition, this role will act as the lynchpin between internal and external e-commerce, marketing and analytics stakeholders. They will be a key contributor to driving online and store sales via email, SMS/MMS, growing retention and increasing customer lifetime value.

This individual will be customer-obsessed and drive a customer-first expansion and execution of existing batch, trigger and lifecycle email and SMS/MMS messaging marketing strategies to drive revenue through customer acquisition and repeat purchase of our products. Iterative testing & optimization excites and drives your decision making. You’re also a self-driven and curious person, who enjoys problem solving and prioritizing resources & projects based on impact to business goals and expanding customer loyalty. Cross-functional communication between E-commerce, Creative, Brand, Merchandising, Credit/Loyalty, Social and Stores teams is also a critical aspect of this role.

The impact you can have

Channel Ownership:

• Seamlessly executes: process workflow, asset delivery, approval, QA, etc. of retention marketing programs with key focus on email (75%) and SMS/MMS (25%).

• Manages a team of 3 and vendor partners to deadlines, works with digital merchants and site team to optimize landing pages, tests campaigns, reports on campaign performance.

• Manages vendor partnerships and oversees campaigns from start to end, including ideation, briefing team members, implementation, deployment, A/B testing, optimization, monitoring, reporting and analysis.

• Works alongside the designers to ensure creative is customer-centric, meets brand standards and achieves the business goal.

Direct to Consumer Email & Mobile Marketing:

• Manage the email process workflow by developing and overseeing the email calendar with the E-commerce and Marketing teams across Lane Bryant

• Ensuring timely completion of creative & technical briefs.

• Collaborating with the Creative, Brand and E-commerce teams on content.

• Oversee QA email assets across Email & Mobile

• Enhance segmentation and personalization strategy through testing, results, and analysis.

• Manage and enhance our Lifecycle & Trigger programs by refreshing creative, subject lines, and testing as well as adding additional programs to support company goals.

• Conduct multivariate tests of customer segmentation, copy/subject lines, time of send, content, landing pages and channel and activate on learnings to optimize campaign performance, customer value and retention.

Analytics & Reporting:

• Continuously monitors channel performance and ensures that campaigns meet or exceed KPI’s, including quality traffic by channel.

• Use web & internal analytic tools to identify marketing, customer and product opportunities.

• Provide input on site usability and conversion KPIs.

• Participate in the cross-flow of results and best practices with the broader Marketing and Digital teams in a timely and actionable format.

• Works with the Marketing and E-commerce teams to identify customer-centric insights and execute customer retention programs across our online and offline businesses.

• Works closely with the Analytics and Digital teams as well as vendor partners to analyze findings, identify trends and recommend a course of action for future CRM initiatives.

• Identify trends and track competitors (best-in-class e-commerce retailers) in partnership with Director, CRM, Credit & Loyalty as well as Director, Digital Analytics & Optimization to inform digital testing roadmap.

• Reports back on creative results to inform future design iterations.

You’ll bring to the role

• Creative and innovative manager with the ability to implement complex digital projects

• 7+ years of experience, with experience leading and managing a digital team, including oversite of Sr Specialist, specialist, and coordinator roles, in a multi-channel environment leading email and SMS/MMS programs

• Prior experience in working with an email service provider, managing daily email campaigns and reporting on results is required

• Proficient in email and SMS/MMS fundamentals: CAN-SPAM requirements, segmentation, performance metrics, program & customer health metrics, etc.

• Understanding of HTML and email design best practices across desktop, mobile and tablet

• Results-driven with exceptional detail and knowledge around metrics and ROI analysis

• Demonstrated success in managing high volume integrated email marketing programs for consumer audiences

• Knowledge of Analytics Systems ie. Adobe, PowerBI, Microstrategy, etc.

• Exceptional analytical, conceptual, and problem-solving abilities

• Exceptional writing and communication skills

• Self-starter with a strong bias for action

• Hands-on, analytical and capable in a fast-paced environment

• Collaborative team player with strong influence and ability to understand multiple points of view

• Data driven with knowledge across CRM, modeling and segmentation approaches and resources

• BA/BS in Marketing, Business, or related major; MBA a plus

Benefits

• You will be eligible to receive a merchandise discount at select KnitWell Group brands, subject to each brand’s discount policies.

• Support for your individual development plus opportunities for career mobility within our family of brands.

• A culture of giving back – local volunteer opportunities, annual donation and volunteer match to eligible nonprofit organizations, and philanthropic activities to support our communities.*

• Medical, dental, vision insurance & 401(K).*

• Employee Assistance Program (EAP).

• Time off – paid time off & holidays.*

• Any job offer will consider factors such your qualifications, relevant experience, and skills. Eligibility of certain benefits and associate programs are subject to employment type and role.

• Hybrid: This position works in a hybrid model, with required days worked in the Lane Bryant office location in New Albany, OH as defined by business needs.

Applicants to this position must be authorized to work for any employer in the US without sponsorship. We are not providing sponsorship for this position.

#LI-AP1

Location:

LB OH Corp Office-LaneBryant-New Albany, OH 43054

Position Type:

Regular/Full time

Equal Employment Opportunity
The Company is an equal opportunity employer and welcomes applications from diverse candidates. Hiring decisions are based upon a candidate's qualifications as they relate to the requirements of the position under consideration and are made without regard to sex (including pregnancy), race, color, national origin, religion, age, disability, genetic information, military status, sexual orientation, gender identity, or any other category protected by applicable law. The Company is committed to providing reasonable accommodations for job applicants with disabilities. If you require an accommodation to perform the essential duties of the position you are seeking or to participate in the application process, please contact [email protected]. The Company will make reasonable accommodations for otherwise qualified applicants or employees, unless such accommodations would impose an undue hardship on the operations of the Company’s business. The Company will not revoke or alter a job offer based on an applicant’s request for reasonable accommodation.