Digital Marketing Manager-Email

Dollar Tree - Chesapeake, VA

Full-time - Mid Level

Chesapeake, VA

General Merchandise Retailers

About the position

The Digital Marketing Manager (Addressable) will lead the addressable marketing channels for Dollar Tree and Family Dollar, focusing on email, app messaging, SMS, and other digital platforms. 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. The Manager will utilize data analytics to derive insights that inform customer contact strategies and foster channel growth. The ideal candidate is expected to be highly motivated, well-organized, and possess strong leadership, entrepreneurial, communication, and problem-solving skills. Collaboration with various stakeholders, including merchandising, marketing, creative teams, web development, and external agency providers, is essential in this role. In addition to leading existing marketing channels, the Manager will be responsible for identifying, testing, and implementing new addressable channels such as web push notifications and targeted personalized campaigns. The position requires a proactive approach to finding creative solutions in a fast-paced digital environment to meet organizational goals. The Manager will oversee a team of direct reports, guiding them in their efforts to enhance customer engagement and optimize marketing strategies. The primary responsibilities include ownership of the email program, managing email strategy and optimization, overseeing push notification strategies, and ensuring effective planning and segmentation for addressable channels. The Manager will also be tasked with growing email and push lists while maintaining list hygiene, creating and optimizing addressable marketing programs, and streamlining reporting processes. Continuous improvement in channel performance through testing and the implementation of personalization initiatives will be key focuses. The Manager will work closely with digital and traditional marketing teams to ensure alignment and execution of marketing programs, while also managing relationships with third-party email service providers to optimize deliverability.

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
• Responsible for push notification contact strategy and optimization
• 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
• Oversee team to work closely with digital merchandisers, store merchandisers, other digital marketers, and traditional marketers to ensure all marketing and merchandise programs are executed as planned
• Work closely with the Creative Services Team and traditional marketing department on CPG- or agency-provided assets to ensure those assets adhere to our email and push best practices
• Work closely with 3rd-party email service provider; monitor and optimize for deliverability with email deployments
• 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 of that time 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)