Vice President, Website & Email Strategy Manager

Builds high-converting email and website user experiences and delivers desired business results through measured and identified objectives and goals.

The ideal candidate is a strategic thinker and leader adept at developing and managing execution details and big-picture vision. They will be responsible for planning, developing, and executing strategic email and website campaigns to increase sales, customer engagement, and success rates. In addition, this individual must be an adept communicator with a solid ability to lead, mentor, and grow a team of digital designers and collaborate across business units and with agency partners to deliver results. Ultimately, the Vice President, Email and Website Strategy Manager is driven by a desire to identify new insights and optimization to win in the market versus the competition. This role is part of a small, high-impact, data-driven marketing team reporting to the Senior Vice President, Digital Marketing and works closely with all marketing team members.

Responsibilities

• Website Management - Lead all aspects of website development, including strategy, information architecture, roadmap, design, development, maintenance, debugging, technical SEO, schema, frameworks, style sheets, modules, testing, launch, and post-launch measurement and management.
• Website User Experience – Analyze website data to assess user journey, identify pain points and key drivers of conversion, and assessing the impact of marketing touchpoints to develop strategies to scale initiatives and drive significant impact to the business.
• Conversion Optimization - Own conversion optimization using analytics, testing, and experience to evaluate performance and identify areas to increase lead generation and conversion.
• Email Campaign Strategy - Taking a creative and data-driven approach to developing new campaign concepts that drive customer acquisition and engagement - including lead nurturing, brand communications, and promotional email campaigns.
• Email Campaign Development – Manage all aspects of campaign development, including designing and coding responsive emails, coordinating and prioritizing campaign calendar, HTML email code evaluation/troubleshooting, personalization, stakeholder and compliance approval and scheduling and deployment.
• Email Campaign Optimization - Build and execute a comprehensive testing plan, including subject lines, content offers, copy, etc. to optimize campaign performance.
• Analytics – Manage all aspects of website and email analytics including Google Analytics and Google Tag Manager implementation for event-based tracking, data layer execution, and ensure website analytics are working correctly. Develop, manage, and report on a/b tests, relevant site and campaign KPIs to evaluate performance and identify opportunities for improvement.
• Scale, Security, and Compliance - Work with internal stakeholder to understand and define business requirements, including ADA compliance, data collection and management, personalization, and other security/compliance requirements.
• Marketing Tech Stack - Research, review, recommend, and implement new technology solutions to optimize website and email performance and integrate with other marketing tools.
• Quality Assurance - Test website and email performance and functionality across browsers, operating systems and devices to ensure consistent experience. Troubleshoot and fix any performance issues.
• Act as leading web & Email point of contact and participate in cross-functional meetings, having a seat at the table to ensure alignment on business objectives Serve as an industry expert and maintain deep knowledge of the evolving technology landscape and our competition.
• Manage, develop, and grow a team of direct reports, evaluating team’s resource capacity and directing project priorities based on capabilities, timelines, and business objectives.
• Monitor industry trends, technologies, and standards and research, recommend, and apply new technologies to improve performance.
• Create and maintain procedure documentation and detailed project plans, including clear objectives, defined timelines, and regulatory/compliance requirements.

Requirements

• Bachelor’s degree
• 7+ years experience in website management, optimization, and development.
• 5+ years experience in email campaign management, optimization, and development.
• 4+ years experience leading and mentoring direct reports
• Intermediate to advanced experience with Google Analytics and Google Tag Manager
• Experience with SEO tools, including Moz, SEMRush, Google Search Console, etc.
• Experience in the use of A/B and multivariate testing, leveraging Dynamic Content and Personalization, as well as Automation/Programs
• Experience using Hubspot CMS preferred
• Strong analytical and quantitative skills and excels at using data to showcase performance, highlight insights, and develop recommendations to improve performance.
• Must be proficient in modern web best practices, including responsive layouts and mobile-first web design, and willing to research and learn new techniques.
• Understanding of design and layout best practices in a digital environment and within email and website architecture.
• Ability to work with Adobe Suite of products.
• Knowledge of best practices for database and email marketing – email distribution, dynamic content, testing methodologies, deliverability, performance metrics, CAN-SPAM laws, list segmentation, and database hygiene
• Understanding of ADA compliance requirements and testing
• Excellent project management skills, with the ability to drive initiatives from concept through completion, strong attention to detail, and skilled at working on simultaneous projects with demanding deadlines and shifting prioritization to meet business needs.
• Shows initiative and accountability
• Technical knowledge and/or experience with HTML, CSS and web content management systems
• Knowledge of diverse email & web technologies with the ability to learn new technologies to help grow the business
• Excellent interpersonal and communication skills with the ability to convey ideas and strategies to all levels of the organization
• Resourceful
• Ability to handle ambiguity and respond to quickly changing business conditions
• Well-organized, with great attention to detail
• Self-directed, proactive, and able to define and execute projects independently
• The ability to roll-up sleeves and lead by example at both strategic and tactical levels
• Prove ability to think strategically and provide guidance to internal teams and stakeholders. Ability to understand key stakeholder information, including general business strategy, industry issues, products and services offered, key customers and competitors in the marketplace

• Candidate to be located in Florida with ability to travel to Stuart (Seacoast HQ) as needed. Opportunity for remote working will be evaluated based on skills, experience, and background.
• Extended working hours may be required as dictated by management and business needs.
• Travel to multiple offices may be required. Up to 20% travel based on location.