Email Marketing & Development Specialist

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE

• We love books and all things beautiful
• We are Canada's Cultural Department Store
• Books are our heart and our soul, and Great Books are JUST the Beginning…

We play by the following rules:

• We exist to add joy to our customers' lives each and every time they interact with us and our products
• Our job is to create joyful moments for our customers
• We treat each other the way we'd treat a valued friend
• We inspire each other to do our best work
• We seek to ignite creativity and innovation every day
• We give back to the communities in which we operate

The Email Marketing and Development Specialist will be responsible for the day-to-day, hands-on development and execution of email marketing campaigns and calendars and selecting strategic initiatives supporting company and business unit objectives, such as customer engagement and revenue. This role understands the best practices for email marketing and how to apply them to executing our email campaigns and programs. This role will be evenly split between hands-on technical execution and strategic marketing planning, execution and collaboration.

KEY PERFORMANCE METRICS

• Maintain a robust email marketing calendar - ensure it is up-to-date and changes are communicated to key stakeholders (creative team, production team & merchants).
• Proactively manage approval process, ensuring milestones & interim deadlines are met to deploy emails on time and error-free.
• Ensure creative is on brand, uses the Indigo voice and coincides with online stories & in-store stories.
• Achieving email program engagement rates that meet or exceed industry averages by thorough campaign tracking and analysis. Primary scorecard metrics: email open, click, conversion rates and revenue delivered to the business.
• Error-free execution and deployment of email communications.
• Maintaining high-quality coding standards and attention to detail.
• Demonstrated ability to collaborate effectively with cross-functional teams.

KEY ACCOUNTABILITIES

Functional

Email Development & Deployment (50%):

• Support our technical lead in building, testing, and launching email campaigns using our ESP platform, ensuring accuracy, responsive design, and quality across devices and email clients (content, format, image) through rigorous QA.
• Support triggered email production process, including rollout of new email programs, planning strategy and coding HTML/CSS.
• Monitor data for triggered email campaigns and troubleshoot when necessary.
• Prepare audiences and deploy campaigns promptly with meticulous attention to detail, ensuring error-free execution while monitoring and optimizing triggered email programs.
• Set up and analyze email reporting dashboards to identify trends and areas for improvement.
• Support day-to-day email production and targeted campaigns, performing quality assurance and troubleshooting as needed.
• Embrace and stay updated with technology and ESP platform enhancements, leveraging innovations to create high-tech, high-touch solutions for Indigo's customers while refining processes, improving efficiency, and thoroughly documenting changes.
• Act as a customer advocate by prioritizing user-centric designs and decisions and identifying opportunities for innovation and improvement.
• Leverage advanced email tools like Movable Ink to optimize customer communications.

Email Marketing Strategy & Collaboration (50%):

• Develop and execute email marketing strategies that align with overall objectives, supporting KPIs like open and click rates.
• Contribute to developing and maintaining a very fluid email marketing calendar and campaign schedules to meet the needs of the business.
• Execute email campaigns from concept brief to deployment by:
• Developing clear, concise, creative briefs outlining campaign objectives, audience, messaging, and design direction for email campaigns in the marketing calendar.
• Managing campaign content, stakeholder reviews and edits, ensuring milestones and interim deadlines are met to deploy emails on time.
• Perform quality assurance on all coded emails with the rest of the team to check that products, content, and links are correct to ensure an error-free deployment.
• Manage email performance and reporting by:
• Tracking, compiling and analyzing email campaign results to ensure campaigns are meeting objectives.
• Making recommendations for enhancing effectiveness and improving KPIs, such as open and click rates.
• Making email campaign testing recommendations, then executing and reporting on results.
• Advocate for the customer by designing experiences that meet expectations and proactively address their needs.
• Stay informed about industry trends, share insights, and incorporate best practices into campaigns.

People

• Collaborate with others to drive flexible and iterative solutions quickly and easily:
• Creative teams (designers, copywriters) to develop compelling email content and visuals that align with brand guidelines and campaign goals.
• Merchant teams will gather product information and promotional offers and ensure accurate and timely inclusion in email campaigns.
• Share technical knowledge with others and seek to learn from those more knowledgeable than yourself.
• Help others see the impacts of their efforts and proactively engage other functions to get input.
• Encourage others to freely share their point of view and be open to feedback.

Cultural

• Model Indigo's beliefs and convey a positive image in everything you do.
• Celebrate diversity of thought and have an open mindset.
• Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes.
• Embrace, champion, and influence change through your team and/or the organization.

SCOPE

Reports to: Sr. Manager, Lifecycle Marketing

KEY RELATIONSHIPS

Internal:

• Email marketing team
• Indigo creative studio
• Online merchandising team
• Loyalty team
• Category managers in various departments
• Customer Intelligence team
• Website team
• Engineering team

External:

• Email service provider (Marigold, Braze, Klaviyo, Iterable)
• And other technology stack providers .