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, calendar, and select strategic initiatives in support of 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 the execution of 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 very 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 of 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 on time 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 up to date 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, 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 the development and maintenance of a very fluid email marketing calendar and campaign schedules to meet the needs of 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 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, 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, sharing insights and incorporating 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, to gather product information, promotional offers, and ensure accurate and timely inclusion in email campaigns.
• Share technical knowledge with others and actively 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

Manager once Removed (MOR): Sr. Director, Loyalty

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 (Movable Ink, Segment, Snowflake)

QUALIFICATIONS

Work Experience / Education / Certifications

• Bachelor's degree or college diploma in preferably marketing, communications or business.
• Proficiency in HTML/CSS coding for email development.
• Experience working with ESP platforms.
• 2+ years of experience in email marketing campaign management.
• Experience in a B2C fast-paced retail / ecommerce environment.

Competencies / Skills / Attributes

• Strong command and understanding of email marketing metrics.
• Detail-oriented with strong analytical, planning and time-management/organizational skills.
• Ability to work in a very fast-paced environment.
• Ability to manage multiple highly detailed tasks accurately while reacting with urgency and reprioritizing as needed to ensure all objectives and project deadlines are met.
• Strong communication skills - dealing with stakeholders daily.

At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at 1 (888) 881-3177 (toll free) or Support-HR@indigo.ca if you require an accommodation at any time during the recruitment process.