Marketing Automation Specialist (CRL) - OldCastle Building Envelope

C.R. Laurence Co., Inc. (CRL) is the leading full-service provider of architectural metals, glass fittings and professional-grade glazing supplies. Offering more than 60,000 products, the company serves the industry from locations throughout North America, Europe, and Australia. CRL's success and continuous rapid growth is based on its stellar reputation for customer service, which continues to be the backbone of the company.

CRL is undergoing a multi-year business and technology transformation initiative and is hiring future leaders to help support its transformation efforts.

Salary Range: $71,000 - $89,000

MISSION AND RESPONSIBILITIES

We are actively looking for our B2B Marketing Automation / Email Specialist, who will assist C.R.Laurence in turning our accumulated glazing and construction market insights and knowledge into actions and drive our Glazing, Railing, Architectural Hardware, Door and Window, and Automotive businesses forward leveraging B2B email and SMS campaigns across North America, Europe, and Australia. This position is a fast-paced, customer/digital-focused experience delivery role. The path to success is being in touch with various segments of professional-shopper and specifiers, in the Glazing and Building Materials industry, working across regional and global business teams, and finding a passion for architecture and the building material industry.

The B2B Marketing Automation / Email Specialist is responsible to drive engagement and revenue growth through perfecting our Triggered and Promotional Email and SMS campaigns and related CX for the CRL and USH Building Materials business in North America, Europe, and Australia.

The B2B Email Marketing Specialist will be part of the Digital Marketing Team, working in close partnership with the CRL Marketing, Sales and Operations Teams, and play an important role in leveraging available data insights to drive email and SMS campaigns performance, optimizations, and business revenue growth through engaging email and SMS campaigns execution.

This passionate email marketing professional will work as part of a multi-functional team organized around the key needs of B2B e-commerce channel, which includes Digital, Marketing, Customer Experience, Sales, Operations and Finance.

Marketing Automation / Email Specialist Key Areas of Focus:

Leverage existing and future capabilities of MarTech Stack and Marketing Automation platform, and help continually improving CRL’s specifications, lead generations, and e-commerce experience. The role will be involved in the promotional and triggered drip email and SMS campaign production, delivery, and optimization and drive adoption of best business practices as well as campaign deliverability management.

Produce and execute all email and SMS campaigns, including building emails from templates and HTML, copywriting, asset coordination, QA, and scheduling.

Support various strategic programs via manual and triggered campaigns across the customer lifecycle including prospecting, win-back, nurturing, post-purchase, loyalty, retention, surveys, and transactional emails.

Build effective target audiences and segments for every message to drive engagement and revenue performance against KPI goals.

Execute email/SMS marketing campaigns following marketing calendar and ensure alignment with business priorities, demand forecasts, and internal stakeholders.

Use customer data such as web-behavior to drive the message and content personalization.

Devise and execute A/B tests, manage testing calendar, record results, and advise on improvements. Testing includes subject lines, message content, CTAs, customer cohorts, and segments, send time, and new features intended to drive performance lift.

Work in partnership with designers and copywriters to optimize email creative and template structure based on best practices.

Mitigate email and SMS frequency between program touchpoints to minimize database churn. This includes marketing campaigns, triggered emails, promotional emails, and transactional emails.

Perform render testing across devices, email clients, and ISPs to ensure that emails are rendering correctly for the majority of the subscriber base.

Provide regular campaign performance reports that include opens, clicks, conversions, revenue, revenue lift, unsubscribes, etc.

Regularly identify trends and email marketing strategies from other leading global brands to glean insights on best practices and new innovative ideas for email marketing tactics, including audits of how we can acquire, nurture and retain these customers.

QUALIFICATIONS

Application Pre-Requisites:

• 4-year degree; advanced degree a plus
• Affinity with Architecture and Building Materials industry.
• Prior SAP Cloud Commerce platform experience is a plus, but not a pre-requisite.

Special skills required:

• Proven experience managing an email marketing program.
• Hands-on experience in marketing automation platforms.
• Detailed knowledge of email regulations, best practices, and compliance internationally in various regulatory regimes (e.g., GDPR or CASL).
• Proven work experience in growing, engaging with, and analyzing the performance of a large email marketing database.
• Experience building an email marketing campaign from scratch.
• Knowledgeable in Google Analytics, HTML/CSS, A/B Testing, and other CMS.
• Experience using SQL and similar queries to analyze data.
• Proficient in data analytics to determine important data and be able to suggest improvements.
• Knowledge of SEO/SEM.
• Excellent written communication skills.
• Strong project management skills and exceptional attention to detail.
• Ability to work effectively within a fast-paced, complex matrix and changing environment
• Flexibility to travel as required