Description

DEPARTMENT SUMMARY:

Holt International finds and supports permanent, loving families for children who are orphaned, abandoned or at serious risk of separation from their family. Holt’s model of child-centered care provides services for vulnerable children to ensure they will grow and develop to their fullest potential.

Today, the majority of Holt’s revenue comes through fundraising, for which the Philanthropy and Communications team is responsible. Philanthropy and Communications (P&C) is tasked to assure we are able to accomplish our long-term objectives by having financial resources available to support all current activities and take on new areas of need. Holt P&C is responsible for strengthening existing benevolent giving and generating new donation revenue through strong programs that will draw greater interest and support for our child welfare work overseas.

POSITION SUMMARY: 

The Email Marketing Specialist (EMS) is an innovative, results-oriented member of the P&C team who is responsible for creating email marketing campaigns to promote fundraising and family recruitment objectives. The EMS develops and implements the strategy for Holt’s email marketing campaigns in partnership with various Holt teams including sponsorship, relational marketing, creative services, and adoption services. Under the direction of Holt’s Omni-channel Marketing Manager (OCMM), the Email Marketing Specialist coordinates the development and implementation of Holt’s email marketing strategy and its implementation.

RESPONSIBILITIES: 

• Produce and execute all email and SMS campaigns, including building emails from templates and HTML, copywriting, asset coordination, QA, and scheduling.
• Support various strategic programs via manual and triggered campaigns across the customer lifecycle including prospecting, win-back, nurturing, post-purchase, loyalty, retention, surveys, and transactional emails.
• Build effective target audiences and segments for every message to drive engagement and revenue performance against KPI goals.
• Manage and execute email/SMS marketing calendar and ensure alignment with business priorities, and internal stakeholders.
• Use customer data such as web-behavior to drive the message and content personalization.
• Devise and execute A/B tests, manage testing calendar, record results, and advise on improvements. Testing includes subject lines, message content, CTAs, customer cohorts, and segments, send time, and new features intended to drive performance lift.
• Work in partnership with designers and copywriters to optimize email creative and template structure based on best practices.
• Mitigate email and SMS frequency between program touchpoints to minimize database churn. This includes marketing campaigns, triggered emails, promotional emails, and transactional emails.
• Perform render testing across devices, email clients, and ISPs to ensure that emails are rendering correctly for the majority of the subscriber base.
• Provide regular campaign performance reports that include opens, clicks, conversions, revenue, revenue lift, unsubscribes, etc.
• Regularly identify trends and email marketing strategies from other leading global brands to glean insights on best practices and new innovative ideas for email marketing tactics, including audits of how we can acquire, nurture, and retain these customers.
• Constantly look for new ways to improve overall programs through new technology, tools, partners, trends, and best practices.

SUCCESS FACTORS:

• Email Marketing
• Campaign Marketing
• Communication Skills
• Marketing Automation
• Strategic
• Web Analytics
• Testing
• Template Creation
• Content Creation

Strong organizational, detail and process management skills. Maintains deadlines in a changing environment and performs multiple tasks effectively and concurrently. Ability to utilize a variety of technology platforms and incorporate new digital communication options to support desired outcomes. Demonstrated ability to analyze options and use sound judgment when decision-making. 

Requirements

REQUIREMENTS

Education: Bachelor’s degree in communications, journalism, marketing, business, or related studies preferred and/or a minimum of 2 years’ experience, preferably in fundraising, digital marketing, or digital advertising. An equivalent combination of education, training, and experience sufficient to successfully perform the essential functions of the job as listed above may be qualifying. Demonstrated understanding of principles of philanthropy.

Experience managing multiple deadline-oriented projects concurrently and thrive in a fast-paced environment. Superb analytical skills. Understanding of marketing principles resulting in brand building, driving traffic and revenue. Strong written and verbal communications skills, attention to detail and organizational skills. Experience with tracking, reporting, and monitoring key performance indicators. 

Preferred Skills

Experience managing an email marketing program and/or working with Luminate Online email marketing platform.

Hands-on experience in marketing automation platforms.

Knowledge of email regulations, best practices, and compliance. 

Proven work experience in growing, engaging with, and analyzing the performance of a large email marketing database.

Experience building an email marketing campaigns from scratch.

Google Analytics, HTML/CSS, A/B Testing, and other CMS.

Experience using queries to analyze data.

Proficient in data analytics to determine important data and be able to suggest improvements.

Excellent written communication skills.

Strong project management skills and exceptional attention to detail.

INFORMATION PROCESSING:

Possess understanding and expertise in marketing or fundraising, including Luminate Online software and Google Analytics. Researches and interprets email marketing data and new products related to strategic direction of online fundraising efforts and recommends appropriate action to take for best results. Creates and enhances opportunities for constituent engagement by understanding and matching constituent interests with Holt program opportunities.

SCOPE OF RESPONSIBILITY:

Works independently and communicates with staff and vendors to produce timely and effective email communications and campaigns and coordinates development and implementation of Holt’s email strategy. Demonstrates ability to create and direct email campaigns to achieve revenue goals to fund Holt International programs and needs. 

INTERPERSONAL COMMUNICATION:

Motivates donors to support Holt’s Mission. Ability to communicate clearly with other staff to obtain cooperation and actions needed to ensure successful project outcomes. Exercises good judgment, courtesy, and tact in interaction with employees and the public. Establishes and maintains positive relationships with commercial vendors. Proficient and persuasive writing skills, including ability to create and tailor message to different audiences and media, using appropriate tone and style that are aligned with Holt’s core message and brand. Is a team player and committed to providing quality service. Communicates respectfully and is sensitive to cross-cultural issues.

IMPACT OF RESULTS:

Facilitating development and implementation of email marketing campaigns maximizes Holt’s ability to reach families and donors and expand the range of potential constituents. Accurate and timely productions effectively communicate the goals and priorities of Holt International to achieve revenue and family recruitment goals necessary to fund Holt’s programs for and sometimes find families for orphaned and vulnerable children.

Describe controls:

REPORTS DIRECTLY TO: Omni-channel Marketing Manager (OCMM), who reviews work for effectiveness and results obtained.

WORKS DIRECTLY WITH: Philanthropy and Communications department, Creative Services, IT, International Programs and Adoption Services staff, external consultants, and vendors.