Sr Manager, Email & SMS Marketing

We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what's possible.
At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed. This global house of brands - Coach, Kate Spade New York, Stuart Weitzman - was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. We're always on a journey to becoming our best, but you can count on this: Here, your voice is valued, your ambitions are supported, and your work is recognized.
A member of the Tapestry family, we are part of a global house of brands that has unwavering optimism and is committed to being innovative and wholly inclusive. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.
Primary Purpose: Responsible for leading and driving the strategic planning, execution, and optimization of our Email & SMS program. As part of the Tapestry Digital team, this role with work in lock step with our digital marketing brand partners to create customer centric and data driven campaigns through a rigorous test and learn approach, with the overarching goal of delivering highly effective and personalized marketing campaigns.
The Senior Manager is responsible and accountable for overseeing all aspects of Email & SMS program performance and execution. This individual will leverage data to dig into trends and identify opportunity areas to inform any strategy changes. This individual has the capacity to work effectively with other teams and demonstrate their ability to collaborate across the organization to achieve common goals.
Key Responsibilities:

• Develop, execute, and optimize Email & SMS marketing strategies at Coach to drive customer engagement, retention, and conversion.
• Utilize your technical expertise to manage the Email & SMS marketing platforms, lead the design and implementation of advanced automation workflows, and troubleshoot technical issues.
• Leverage data analytics and A/B testing to refine Email & SMS campaigns, ensuring they are highly effective and continuously improving.
• Create targeted and personalized Email & SMS campaigns based on advanced customer segmentation, behavior, and preferences.
• Coordinate daily with the brand marketing team to understand the Email & SMS strategy and delivery flawlessly executed Email & SMS marketing campaigns.
• Monitor KPIs, including CTR, conversion, revenue attribution, file health, and provide weekly/monthly/quarterly performance reports to stakeholders. Identify areas of opportunity and clearly articulate the optimizations to maximize our KPIs.
• Develop Email & SMS best practices to share with stakeholders across the organization.
• Proactively manage and monitor email deliverability, including successful campaign deployment to the correct file size and send speed.
• Provide strategic guidance on new and native features while constantly monitoring industry trends and best practices.
• Identify ways to further enhance our marketing technology stack and implement new capabilities to automate and personalize.
• Responsible for managing the day-to-day relationship with 3rd party Email & SMS vendors and campaign execution agencies.

Qualifications:

• Minimum 4-6 years of hands-on experience with ESPs, marketing platforms, and marketing automation tools required. Salesforce Marketing Cloud experience preferred.
• Proficient in the use of ecommerce, marketing tools, and data visualization tools such as Google Analytics, Salesforce Marketing Cloud, Tableau. SQL experience is a plus.
• Ability to apply analysis to influence business decisions to drive performance.
• Must be highly collaborative and work well with individuals at various levels across departments.
• Comfortable managing multiple projects in a fast paced and high growth environment.
• Strategic and analytical thinker who is comfortable and can flex thinking in short-term and long-term goals.
• Strong communication skills.
• Exceptional attention to detail and highly organized.

Our Competencies for All Employees

• Courage: Doesn't hold back anything that needs to be said; provides current, direct, complete, and "actionable" positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.
• Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
• Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
• Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn't upset when things are up in the air; doesn't have to finish things before moving on; can comfortably handle risk and uncertainty.
• Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
• Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
• Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.

Our Competencies for All People Managers

• Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
• Developing Direct Reports and Others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person's career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organization; is a people builder.
• Building Effective Teams: Blends people into teams when needed; creates strong morale
  and spirit in his/her team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.

Tapestry, Inc. is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant's or employee's qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law. #LI-JL3. #LI-Hybrid.
Americans with Disabilities Act (ADA)
Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or [email protected]
Visit Tapestry, Inc. at http://www.tapestry.com/
BASE PAY RANGE $125,000.00 TO $145,000.00
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Work Structure: Hybrid