Director, Email & Mobile Communications

Serving the needs of all families with young children, Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, OshKosh B’gosh, Skip*Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.

HOW YOU’LL MAKE AN IMPACT:
This Director role is responsible for leading the email and mobile communications global strategy and execution for all Carter’s email, text, and mobile app messaging channels. The individual will be accountable to company revenue and traffic goals by channels, along with a commitment to delivering on key company strategic priorities.   
This individual will build a program that leverages innovative technology and operations to improve personalization, marketing automation, and best-in-class customer experiences. They will work to ensure that all current technology is being maximized along with staying abreast of upcoming trends and new technology enablement & integration.
This leader will be responsible for recruiting, developing and retaining a highly specialized team of marketers that are accountable for driving traffic and sales. Collaboration across the organization is critical to the success of this role, and they will work closely with many teams including Creative, Brand Strategy, Retail Marketing, Personalization, Ecommerce, IT, Loyalty, and Analytics.
The Director is accountable for defining & reporting key KPIs of subscriber growth, sales, engagement, and customer retention as well as maintaining the reputation of our brand across customers, employees, and vendors.

50%: Global Email & Mobile Communications Strategy 

• Develop strategic channel strategies and programs that align with the organization’s goals: drive in-store & online traffic and sales, drive brand affinity and retail growth and personalization
• This individual will be the primary stakeholder of the communications product roadmap and development, closely working with the product owner of the customer engagement platform
• Lead a team by being the subject matter expert who imparts knowledge in digital communications strategy and grows each team member to their maximum potential
• Ensure proper team structure to best deliver on the communications marketing strategy
• Prioritize and communicate key company goals and objectives
• Ensure plans are robust and capable of delivering required sales and traffic for the organization, while delivering a premium customer experience through proper circulation, frequency and audience selection.
• Partner with CRM team to lead strategic direction towards a more personalized experience for each Carter’s customer to drive repeat sales and customer loyalty; drive an audience first mentality throughout the organization.
• Incorporate personalization, segmentation, and relevancy into the program in a way that drives higher engagement and long-term customer lifetime value
• Develop and execute a rigorous testing agenda for the channel to continuously improve performance, focused on customer engagement, traffic and sales
• Work closely with IT to evaluate current marketing technologies, understand the technology needs of the future, and develop a roadmap for how to utilize technology to enable increased customer retention
• Identify content gaps and opportunities based on audience and channel engagement; work with marketing strategy teams to develop an action plan

25%: Campaign Execution and Deployment 

• Implement efficient operational processes to support digital communications deployment
• Lead a team on best practices for building scalable solutions for content execution and delivery; provide coaching and direction to continually increase productivity
• Actively participate in creative reviews to ensure creative delivers on channel requirements, actively communicating channel best practices
• Responsible for email deliverability to customers in the U.S. & Canada 
• Partner with ecommerce team to ensure destinations provide for a good experience and drive conversion
• Utilize a customer engagement marketing tech stack including Attentive, Airship, & Moveable Ink to drive optimizations, operational efficiency, and more personalized contacts 
• Ensure Marketing Operations Team builds, schedules and deploys flawless campaigns

25%: Reporting and Analysis 

• Guide a team on best practices for performance analysis and create mechanisms for ongoing campaign and program evaluation
• Relentlessly monitor performance of each program to understand health of the subscriber file and overall program 
• Partner with Marketing Analytics Team to instill proper testing and measurement methodologies, along with the creation of KPI tracking
• Research industry best practices to ensure consistent innovation & exploration
• Partner with Customer Analytics Team to define customer segment growth opportunities and audience strategies

WE’D LOVE TO HEAR FROM YOU IF:
Must have:

• Bachelor’s Degree 
• 10+ years successful Email Marketing experience required, ideally in a fast-paced, high-volume retail environment; at least 5 years at the Manager/ Sr. Manager level with experience leading a team driving multiple programs and initiatives
• 5+ years of experience with CRM/digital experience/personalization platforms 
• Leading and growing a strategic digital communications program with a high level of accuracy in project deployment, testing & learning, and success metrics
• Forecasting business demand for bottoms-up financial planning
• Recognizing risks, communicating proactively to stakeholders, and driving to solutions
• Coordinating cross-functional team efforts through projects in a fast-paced environment
• Leveraging CRM data in lifecycle marketing programs & marketing automation
• Must be able to easily navigate and drive consensus through influence in a highly matrixed environment while building cross functional relationships (both internal and external)
• Must be able to effectively lead multiple programs and competing priorities and deliver results while leading future strategy
• Must have strong written, verbal, and communication skills 
• Must have superior project management and organizational skills

Preferred skills and experience:

• Experience working with Attentive, Moveable Ink, Airship, and Zeta desired
•  MBA preferred

OUR TEAM MEMBERS:

• Lead Courageously: Have a strong sense of personal values that align with our Company values
• Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment
• Customer Focus: Proactively seek opportunities to leverage data and fact-based insights to serve customers and/or internal clients
• Drive Growth: Set aggressive goals and implement plans precisely
• Cultivates Innovation:  Respectfully challenge the "we’ve always done it this way" mentality and explore new ways to achieve desired outcomes

MAKE A CAREER AT CARTER’S: 
Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter’s University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess. 
NOTE:  This job description is not intended to be all-inclusive. The duties described may be changed or reassigned at the discretion of management, and the employee may be required to perform duties that are not listed in the job description.
 

Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.