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Digital Engagement - Email Marketing Director At American Bar Association

Location: Chicago, Illinois

Job Description

The ABA recruits employees seeking opportunities for challenging and substantive work defending liberty and pursuing justice in the U.S. and around the world. The ABA offers competitive employment benefits which include medical, dental, vision, life and disability insurance, flexible spending accounts, a 401(k), commuter benefits, and more.

We are looking for a strategic marketing automation expert who can work closely with cross-functional teams to design, optimize and analyze complex dynamic email campaigns. This position requires substantial email marketing experience and an individual who can provide strategic vision for the launch and effectiveness of the new enterprise email strategy. You must exhibit a high level of initiative, the ability to work autonomously, strong communications skills and the ability to synthesize priorities from various groups. Help us reach our goal of best in class, one-to-one email marketing communication. This position will oversee an Email Marketing Specialist and work with an interdepartmental email strategy team.

Principal Duties/Job Responsibilities
Oversee daily operations of the Salesforce Marketing Cloud platform and email marketing channel including: Salesforce Marketing Cloud administration, email strategy development, email content production, contact strategy development, list management, segmentation, development, QA, deployment, testing and optimization, as well as analytics and reporting. Oversee continued rollout of new Salesforce Marketing Cloud system and development of new email program for the Association with continued improvements and advancements.

Manage email lists, data extensions and data integration between our email service provider (Salesforce Marketing Cloud) and CRM, oversee set up HTML code, test and send emails. Manage "one-off" cross-departmental email calendar, send volume, list targeting, production, etc. and define cadence based on performance testing, segmentation and organizational prioritization. Responsible for understanding email system configuration, source system feed formats, data feed analysis, and platform capabilities and each area's impact on campaign design and deployment.

Project manage the development and implementation of business strategies including documentation and roadmaps for processes. Create processes for governance, email segmentation, email timing, frequency, optimization, and personalization. Implement list segmentation best practices, processes, and targeted campaigns. Communicate directly with vendors and partners (Salesforce Marketing Cloud, Litmus, direct marketing partners, and others) to maintain data integrity, resolve issues, create solutions, and produce meaningful analytics.

Manage all testing of campaigns and database segments. Proactively monitor marketing metrics (open rates/click-through/deliverability/etc.) and provide analysis of marketing campaigns and recommendations for enhancing effectiveness. Develop A/B and multivariate testing strategies and optimize campaigns based on learnings and business needs. Understand and evaluate campaign metrics and distribute campaign performance to cross-functional teams both internal and external.

Work closely with cross-functional team, senior management and email specialist in defining requirements and onboarding new programs to the platform. Work with the technical team and business stakeholders in reviewing solutions and establishing business rules and technical requirements. Strong interpersonal skills and the ability to work independently in a team environment and help resolve any impasses during a project. Troubleshoot and QA technical issues as required.

Performs other related duties as required.

Required Education, Qualifications, Experience

Bachelor's Degree Required. 3+ years of email channel expertise, includes: CRM management, email program development, responsive creative / technical design, deliverability, list segmentation, and best practices. Experience with major Email Service Provider (ESP) or CRM platform is required. ESP experience with Exact Target/Salesforce Marketing Cloud preferred.

Prior success with lead nurturing programs, triggered emails, and marketing automation and content personalization efforts that have demonstrably improved conversion and engagement. Knowledge of developing rule based logic and email templates that integrate personalized dynamic content elements. HTML skills and experience with HTML editor tools. Proven experience using analytics and analytics tools to measure success and optimize campaigns.

Knowledge of best practices for creating email templates, dynamic content, testing methodologies, list segmentation, drip campaigns, deliverability and CAN-SPAM laws. Ability to manage and prioritize multiple projects and work around tight deadlines with input from multiple groups. Experience in Adobe Experience Manager (AEM) and Adobe Analytics and/or Google Analytics a plus.

Preferred Education, Qualifications, Experience
Preferred Experience with AMPscript, Audience Builder, Content Builder, Contact Builder, Journey Builder, and Data Extensions Salesforce Marketing Cloud Implementation and Administration Experience.

The American Bar Association is an Equal Opportunity, Affirmative Action Employer of all protected classes including veterans and individuals with disabilities.
Women, minorities, veterans, and individuals with disabilities are encouraged to apply. In compliance with the ADA Amendments Act (ADAAA), if you have a disability and would like to request an accommodation in order to apply for a position with the American Bar Association please call 312-988-5188.