Digital Marketing Manager-Addressable

Family Dollar - Chesapeake, VA

Full-time - Senior

Chesapeake, VA

General Merchandise Retailers

About the position

The Digital Marketing Manager (Addressable) will lead addressable marketing channels such as email, app messaging, and SMS for Dollar Tree and Family Dollar. This role is pivotal in driving both online and in-store revenue by implementing targeted, promotional, lifecycle, and personalized marketing strategies aimed at acquiring, retaining, and re-engaging customers through digital platforms. The Manager will utilize data analytics to derive insights, develop engaging customer contact strategies, and foster channel growth. The ideal candidate is expected to be a highly motivated and well-organized individual with strong leadership, entrepreneurial spirit, communication, and problem-solving skills. In this role, you will collaborate with various stakeholders, including merchandising, marketing, creative teams, web development, and external agency providers. You will also be responsible for identifying, testing, and implementing new addressable channels such as web push notifications, SMS, and targeted personalized campaigns. As a leader with a team of direct reports, you must proactively identify creative solutions in a fast-paced, dynamic digital environment to meet and exceed business goals. Your primary responsibilities will include managing the email program, focusing on sales, file growth, and subscriber engagement. You will be responsible for the email strategy and optimization across various types of emails, including trigger, transactional, and promotional/event emails. Additionally, you will oversee the planning and segmentation process for addressable channels, grow email and push notification lists, and maintain list hygiene. You will create new addressable marketing programs and optimize existing ones while streamlining reporting and insights for these channels. Continuous improvement in channel performance through testing will be a key focus, along with the implementation of personalization initiatives and SMS strategies. You will also oversee the content planning for promotional emails and ensure alignment with the department calendar, working closely with digital and traditional marketing teams to execute marketing and merchandise programs effectively.

Responsibilities

• Primary ownership of the email program including sales, file growth, and subscriber engagement.
• Responsible for email strategy and optimization across trigger, transactional, and promotional/event emails.
• Manage all aspects of planning and segmentation process for addressable channels.
• Grow email and push lists and maintain list hygiene.
• Create new, and optimize existing, addressable marketing programs.
• Streamline weekly and monthly reporting and insights for addressable channels.
• Guide continuous improvements in channel performance through testing.
• Play key role in the implementation of personalization (CRM/CDP) and SMS initiatives.
• Oversee team to plan content for promotional/event/seasonal emails that aligns with department calendar.
• Work closely with digital merchandisers, store merchandisers, and other marketers to ensure all marketing and merchandise programs are executed as planned.
• Collaborate with the Creative Services Team and traditional marketing department on assets to ensure adherence to best practices.
• Monitor and optimize deliverability with email deployments in collaboration with 3rd-party email service provider.
• Track best practices, monitor industry trends, and make recommendations for growth.
• Manage, coach, develop, mentor, and evaluate the addressable marketing team.

Requirements

• Bachelor's degree in marketing, business, communications, or other related field.
• 5+ years of digital marketing experience, with a majority focused on email or website marketing.
• 2+ years in a leadership or management role.
• Self-starter, comfortable and effective working with varying levels of guidance.
• Strong leadership and management skills.
• Excellent written and verbal communication skills.
• CRM/segmentation experience in retail or ecommerce industry is a plus.
• Proficiency managing and delivering technical solutions.
• Exceptional working knowledge of various design programs and Microsoft Office (PowerPoint, Word, Excel).

Nice-to-haves

• Experience in the retail or e-commerce industry.
• Familiarity with various design programs.