The Email Marketing Specialist manages B2B and B2C campaigns, conducts audits, develops strategies, and optimizes performance metrics for effective engagement and revenue generation.
An Email Marketing Specialist develops and executes campaigns to drive engagement and revenue across B2B and B2C audiences. They manage automation, segmentation, and A/B testing to optimize performance while ensuring compliance with regulations. Additionally, they maintain list hygiene and deliverability best practices.
Your Responsibilities
Discovery
- Conduct comprehensive email program audits to assess technical configuration, segmentation, automation workflows, deliverability, and overarching performance
- Analyze key performance indicators to identify areas for improvement
- Participate in scoping and effort estimation during the discovery phase to assess resource allocation, timeline feasibility, and project complexity
Strategy Development
- Understand clients’ business objectives and make recommendations how email marketing can contribute to meet overarching project goals
- Develop and refine email marketing strategies that support lead generation, account-based marketing (ABM), and lifecycle nurturing for B2B clients
- Develop and execute A/B testing plans to optimize channel performance
- Utilize various strategies (ie. segmentation and personalization, dynamic content, automation) to meet or exceed project goals
- Support audience analysis and lead scoring strategy to enhance marketing and sales alignment
Delivery
- Create and maintain email automations and targeted campaigns, aligning messaging with the sales funnel and business goals
- Ensure effective integrations between relevant platforms
- Monitor and optimize email deliverability, sender reputation, and inbox placement rates
- Maintain consistency in brand voice and messaging
- Oversee list management and segmentation
- Collaborate with adjacent team members to develop and execute cross-channel strategies to improve marketing performance
Reporting
- Compile bi-weekly performance reports, including analysis and optimization notes
- Identify reporting opportunities that allow the internal team to understand and adjust to performance
- Present channel performance and strategic recommendations to internal and external stakeholders
- 3-5 years of experience in email marketing with a strong focus on B2B lead nurturing and automation
- Experience managing SMS marketing is a plus
- Proficiency with both B2B (e.g., HubSpot, Marketo, Pardot, Salesforce) and DTC (e.g., Klaviyo, Attentive) automation platforms
- Comfortable working with cross-functional teams, including Design, Sales, and Demand Generation, to align email marketing efforts with broader marketing strategies
- Hands-on experience in B2B lifecycle marketing, from building multi-step nurture sequences to setting up lead scoring and integrating with CRMs
- Excellent communication skill with the ability to effectively present insights and strategic recommendations
- Strategic thinker with a collaborative mindset, eager to share ideas to develop the most effective marketing solutions
- Agency experience preferred
Top Skills
Attentive
Hubspot
Klaviyo
Marketo
Pardot
Salesforce
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