Senior Manager of Email Marketing

The Senior Manager of Email Marketing will lead the strategy, execution, and optimization of our email marketing program. You’ll play a critical role in driving qualified traffic, customer engagement, and revenue growth through personalized, targeted, and timely communications across the customer lifecycle. Additionally, you will oversee our email system replatforming, managing both current-state operations within our custom platform and the transition to a modern solution as part of our upcoming martech transformation and move to Shopify.

As the subject matter expert in email marketing, you will own the full channel roadmap—balancing promotional campaigns with automated lifecycle journeys, developing test-and-learn strategies, and delivering measurable impact. This role requires deep knowledge of email best practices, ESP capabilities (ideally Klaviyo or Attentive), and strong leadership skills to manage a cross-functional team to deliver results.

Key Responsibility Areas:

Email Strategy & Execution: 

• Own the end-to-end strategy and execution for email marketing campaigns, including promotional, triggered, lifecycle, and transactional messaging.
• Build and refine a cohesive content calendar aligned with product launches, promotions, and seasonal storytelling.
• Lead the development and optimization of triggered programs (e.g., welcome series, cart/browse abandonment, loyalty, back-in-stock, etc.).
• Set channel growth targets, own revenue forecasting, and deliver results through disciplined optimization.
• Effectively manage and optimize campaigns within our current custom email platform while preparing for the upcoming technology migration.

Audience Segmentation & Personalization:

• Adjust segmentation strategies as needed using first-party, behavioral, transactional, and demographic data.
• Monitor list hygiene and performance to ensure optimal deliverability and engagement.
• Develop and deliver personalized, relevant messaging across the customer journey.
• Collaborate with Engineering and Analytics Teams to understand current data structures and define future-state audience architecture for the new platform.

Performance Analysis & Optimization:

• Define KPIs and reporting frameworks for email, including open rate, CTR, CVR, and revenue per email.
• Lead rigorous A/B testing across subject lines, creative, timing, and CTAs; translate findings into actionable insights.
• Own dashboards and attribution reporting in tools such as Google Analytics and internal BI platforms.
• Ensure channel stability, deliverability, and revenue continuity throughout the transition from the current custom platform to the new platform.

Team Leadership:

• Manage direct reports and cross-functional partners to deliver solid email marketing campaigns and results.
• Foster a culture of curiosity, accountability, and continuous improvement.
• Set clear goals, provide timely feedback, and ensure team alignment with business priorities.

Cross-Functional Collaboration:

• Partner closely with Merchandising, Ecommerce, and Creative teams to align messaging with business goals and brand values.
• Ensure full compliance with GDPR, CAN-SPAM, and global privacy laws.
• Represent the email channel in integrated marketing planning.

Required Skills, Experience & Abilities:

• 6-8 years of experience managing email/CRM programs, ideally in an omnichannel retail or DTC environment.
• 1 years of direct team leadership experience.
• Deep expertise in email/SMS platforms (e.g., Klaviyo, Attentive, etc.)
• Working knowledge of HTML, CSS, and QA tools.
• Proven success building and optimizing lifecycle programs and automated journeys.
• Strong analytical skills and proficiency in data tools like Google Analytics or similar.
• Command of deliverability practices (SPF, DKIM, DMARC, IP warming, etc.).
• High attention to detail in campaign QA, testing, and scheduling.
• Excellent communication and project management skills; comfortable working cross-functionally and managing multiple deadlines.

Preferred Skills, Experience & Abilities:

• Experience in a direct-to-consumer (DTC) or omnichannel retail environment.
• Ability to work within legacy software environments while leading the planning and execution of a migration to a modern email platform. 
• Familiarity with email marketing in a Shopify environment 
• Affinity with, and understanding of, Christian consumers, institutions, and homeschoolers.

Required Education:

• Bachelor’s degree in Marketing, Business, Digital Commerce or related field; MBA a plus.

Location:

This is a hybrid/remote role with occasional travel to corporate offices in the Boston, MA metro area. Come join a dynamic, mission-driven team and help engage our customers as we transform our business!