Program Manager, Email Targeting Strategy

Overview

REI Co-op is united in finding better ways to work. The goal is to help people find and enjoy the outdoors. When you work for the co-op, you do your best work. You also get support to live your best life. You help shape the future of the outdoors for people and the planet.

This role improves list health and deliverability. It optimizes audience targeting and segmentation strategies. The role manages projections across the Email channel. It orchestrates channel journeys and conducts audience and segment testing. The role works with internal and external partners to enhance targeting. This role also supports MarTech enablement, reporting, and strategic planning. It ensures audience strategies align with business goals and subscriber engagement.

Responsibilities And Qualifications

Audience Strategy & Optimization

• Improve list health and deliverability to ensure effective communication
• In collaboration with the Program Manager, Calendar Strategy, ensure that email campaigns are projected to meet traffic driving goals
• In collaboration with the Supervisor, Content Strategy, manage and maintain accurate projections for the Email Channel. Ensure alignment with campaign planning and business goals.
• Monitor and optimize list health through regular reporting and examination
• Collaborate with Lifecycle teams on churn prevention tactics
• Define and expand targeting strategy, segmentation, and personalization
• Conduct audience model testing, frequency testing, and optimizations
• Prioritize targeting efforts to align with business goals
• Represent channels for targeting strategy on support not yet in flight
• Examine audience performance and provide actionable insights
• Recommend content increases based on audience response
• Develop and manage circulation projections and forecast audience engagement
• Guide multi-channel targeting strategy development alongside Mobile Specialist
  
  
  

MarTech Enablement

• Manage audience pipelines and criteria
• Leverage AI targeting tools and enable model use
• Support audience matching and Customer ID processes
• Partner on database management in collaboration with MarTech and Channel Analytics
  
  
  

Reporting & Analytics

• Produce monthly list health reports and audience target count/shift reports
• Report on targeting test results and performance metrics
• Examine audience segmentation performance, providing insights and recommendations to improve engagement and conversion rates
• Maintain primary KPI documents and collaborate with Channel Analytics on dashboards
  
  
  

Partnership Management

External Partners

• Main point of contact for Iterable Deliverability Consultant.
• Iterable
  
  
  

Internal Partners

• Site Merch
• Data Science
• Customer Insights/Membership
• Marketing Strategy
• MarTech
• Channel Analytics
• Lifecycle
  
  
  

Required Qualifications

• 5 years' experience in audience optimization, targeting, and segmentation.
• Exceptional critical skills and attention to detail.
• Excellent communication and organizational skills.
• Ability to manage multiple projects and work under pressure.
• Strategic thinker with a proactive, innovative mindset and a passion for audience strategy.
  
  
  

Closing

At REI, we believe the outdoors is for all. We are committed to becoming a fully inclusive, anti-racist, multicultural organization. We know that there's strength in our diversity - that each employee brings unique skills, experiences, and perspectives. Every day you are driving change, fostering a culture of respect, and knowing you're backed by benefits that support your whole life. To work towards this commitment and fulfill our brand promise of inspiring and enabling a life outside for everyone, we seek employees who demonstrate different ways of working, create a sense of belonging, and actively listen and learn.

Pay Transparency

We are committed to practices that promote pay equity and transparency. As required by applicable Pay Transparency laws, REI provides a range of compensation for roles that may be hired in locations under these requirements. Factors that may be used to determine your actual salary may include a wide array of factors, including: your specific skills and experience, geographic location or other relevant factors.

REI offers all regular employees a generous employee discount, access to health benefits, a retirement savings plan and accrued time off. Click here for a detailed overview of benefits plans by employee profile.

Pay Range

$85,400.00 - $136,700.00 per year