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Sr. Digital Marketing Analyst, Email/SMS


The Digital Marketing Sr. Analyst, Email / SMS is responsible for supporting and advising key business leaders across the organization on Email and SMS initiatives. This is a high visibility position requiring significant interaction with Senior Management and external vendor partners while working on daily campaign deployments as well as large and small scale projects utilizing analytics to drive strategy recommendations. The ideal candidate will have a background with an emphasis in email execution, post-campaign analysis, data strategy, and independent decision making.


The Sr. Analyst will report into the Digital Marketing Manager, Email/SMS. This position requires a collaborative, solution-oriented mindset, and a person who is skilled and experienced in developing campaigns while using data to drive strategy and actionable recommendations independently.

ROLES AND RESPONSIBILITIES:

- Work with email service provider (ESP) partners, creative agencies, Darden Brand teams and Darden Data Strategy and Insights to create and execute email campaigns that drive business impact

- Execute a high volume of data-driven, dynamic email campaigns

- Execute mobile messaging campaigns including Push Notifications, SMS/MMS broadcasts, mobile wallet offers, and automated messages

- Serve as the primary contact for the Brands to assist with the planning and execution of email and SMS campaigns

- Plan out highly-targeted/segmented marketing campaigns, lifecycle emails, and retention/reactivation triggers

- Lead tactical strategy behind day to day campaigns as well as the overall trigger program for both email and SMS

- Proofread and perform a rendering check on all campaigns prior to deployment, utilizing utmost attention to detail

- Mentor 1-2 Digital Marketing Analysts on creating and driving the strategy for their brand’s email and SMS programs, inclusive of delivering in-depth one pagers to present to senior leadership

- Provide thought-leadership and lead high-level strategy initiatives and analyses on 1-2 additional brands, inclusive of explaining the role of the channel, segmentation opportunities that align with brand personas, ROI, and more

- Cultivate a productive relationship with email vendor (ESP) and SMS partner as key client point-of-contact to maximize vendor value

- Work collaboratively to review and approve intake briefs and campaign copy/creative

- Manage the deployment schedule with the ESP to ensure deadlines are consistently met

- Be able to effectively communicate & translate key email and SMS metrics to the Brand management team on a weekly basis

- Independently assemble and present year-over-year campaign analysis decks to Senior Management; responsible for peer review on decks for up to two Digital Marketing Analysts

- Develop yearly test and learn plans to drive restaurant visits, campaign engagement, and ROI

- Recommend changes to existing segmentation and campaigns based on own analysis

- Ensure spam regulation compliance (CAN-SPAM)

- Deliverability monitoring, develop plan for deliverability recovery should the need arise

- Ensure email and mobile marketing best practices are met

- Lead small and large scale strategy and technical projects, proactively identifying and communicating potential problems and issues to project team members/leaders; efficiently work with senior IT partners

- Consistently enhance skills and job knowledge by participating in professional learning opportunities and personal networking

- Research new technologies and software products and trends, work with management to bring these new products to life as part of the strategic email roadmap

- Serve as strategic lead and implementation for integral acquisition initiatives such as text-to-join, table tents, and check presenters

- Train, onboard, and provide peer leadership to new Digital Marketing Analysts

REQUIRED TECHNICAL SKILLS:

- Demonstrated experience working with an Email Service Provider to deploy multiple Brand/Property Email Campaigns at the corporate level

- Proven strong storyline based deck writing skills using PowerPoint

- Proficient in Outlook, Gmail, Litmus, Microsoft Teams, WebEx, Sharepoint and Basecamp

- HTML knowledge preferred but not required

- Highly proficient in Excel

• Required to work with pivot tables Macros, VLOOKUP, workbooks, data linking, data analysis, IF statements, data validation, formulas, filters, flash filling, conditional formatting, COUNTIF


OTHER KEY QUALIFICATIONS:

- Organization, project management, and time management skills with the ability to organize, plan, and follow-up with tasks

- Ability to prioritize and re-prioritize various job activities/tasks, including the ability to multi-task when necessary

-Outstanding client service abilities

-Excellent communication skills with the ability to engage, influence, and inspire partners to drive collaboration and alignment

- Deep knowledge and understanding of data, insight, and strategy

- Ability to adjust communication style such that it is effective with various audiences, including internal and external partners as well as peers or executive level employees

- Ability to clearly and confidently communicate/present (verbal and written) key learnings and metrics whether that be by phone, email, virtual presentation, or in-person to senior leadership

- Ability to exercise appropriate judgment with a sense of urgency by using information and knowledge to make timely, effective decisions

- Ability to work independently in a detail oriented function and with minimal supervision

- Ability to build and maintain relationships, with a skill for conflict resolution


REQUIRED EDUCATION AND EXPERIENCE:

- Bachelor’s degree in Marketing, Digital Marketing, Communications, Business, or a related field required

- Desire to complete MBA strongly preferred

- 3-5 years’ experience servicing high volume Email/SMS campaign marketing initiatives, utilizing versioning, dynamic content, and list segmentation

- Served as a people leader or efficient in training new team members