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
Minimum Experience and Qualifications:
- Bachelor's Degree in business, marketing or related field; OR demonstrated capability to perform job responsibilities with a combination of a High School Diploma/GED and at least four (4) years of previous relevant work experience
- Five (5) years of email marketing or related conversion marketing experience
- Well versed in e-mail marketing and push notification metrics such as deliverability, open rate, revenue per email, notification etc.
- Experience creating responsive, adaptive, and fluid/hybrid emails
- Knowledgeable on all channel (email, push, in-app) best practices, technologies, and industry trends
- Understanding of global compliance regulations (CAN-SPAM, Canada's Anti-Spam Legislation (CASL), General Data Protection Regulation (GDPR), etc.)
- Expert knowledge of email HTML and CSS
- Strong collaborator who can work effectively within a matrixed organization to influence and drive results
- Excellent organizational skills to manage multiple complex projects simultaneously
- Strong written and verbal skills
- Available for moderate overnight travel (10%)
- Able to work flexible hours and be available for an emergency response on short notice
- Must pass a pre-employment drug test
- Must be legally eligible to work in the country in which the position is located
- Authorization to work in the US is required. This position is not eligible for visa sponsorship
Experiences Preferred:
- Seven (7) years' experience in E-mail marketing
- Two (2) years' demonstrated leadership experience
- Deep knowledge working with an email services provider such as Responsys
- Strong knowledge of CAN-SPAM and other legal requirements for email communication
- Customer relationship management (CRM), personalization, contact strategy and segmentation experience
Crewmember Expectations:
- Regular attendance and punctuality
- Potential need to work flexible hours and be available to respond on short-notice
- Able to maintain a professional appearance
- When working or traveling on JetBlue flights, and if time permits, all capable crewmembers are asked to assist with light cleaning of the aircraft
- Must be an appropriate organizational fit for the JetBlue culture, that is, exhibit the JetBlue values of Safety, Caring, Integrity, Passion, and Fun
- Must fulfill safety accountabilities as prescribed by JetBlue's Safety Management System
- Promote JetBlue's #1 value of safety as a Safety Ambassador, supporting JetBlue's Safety Management System (SMS) components, Safety Policy and behavioral standards
- Identify safety and/or security concerns, issues, incidents or hazards that should be reported and report them whenever possible and by any means necessary including JetBlue's confidential reporting systems (Aviation Safety Action Program (ASAP) or Safety Action Report (SAR))
- Responsible for adhering to all applicable laws, regulations (FAA, OSHA, DOT, etc.) and Company policies, procedures and risk controls
- Uphold JetBlue's safety performance metric goals and understand how they relate to their duties and responsibilities
Equipment:
- Computer and other office equipment
Work Environment:
- Traditional office environment
Physical Effort:
- Generally not required, or up to 10 pounds occasionally, 0 pounds frequently. (Sedentary)
Compensation:
- The base pay range for this position is between $81,000.00 and $136,200.00 per year. Base pay is one component of JetBlue's total compensation package, which may also include performance bonuses, restricted stock units, as well as access to healthcare benefits, a 401(k) plan and company match, crewmember stock purchase plan, short-term and long-term disability coverage, basic life insurance, free space available travel on JetBlue, and more.