Job Description



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.

The Email Marketing Manager is an important member of the Customer Activation & overall marketing team, responsible for owning and marshalling the comprehensive email strategy to foster consumer loyalty, increase retention, deliver on sales growth objectives, and increase consumer lifetime value. The person in this role will contribute to the growth, profitability, and innovation of Carter’s through the strategic development of email messaging inclusive of marketing and operational email programs. 

This role will maintain and enhance our existing email marketing and messaging strategy with a focus on increased segmentation, relevancy, and qualified email database acquisition that achieve brand, consumer, and commerce performance goals.

Owned Channel Marketing Strategy - 50%

  • Develops, manages, and executes owned channel (email, SMS, & push) calendar across all tiers including timing, cadence, promotional, and segmentation plans
  • Responsible for driving channel sales in accordance with company forecast
  • Close collaboration with Email Ops, Creative, Dev, and DTC Marketing teams to drive all parts of the email journey from product, promotion, landing pages and integrated email technology
  • Support channel testing strategies, contributing ideas and owning execution in channel 
  • Partner closely with Personalization team and Director of Customer Communications to develop segmentation and audience strategies to drive incremental sales, cross-sell, and continuous improvement of email KPIs
  • Partner with project management team to ensure relevant content and on time execution. Secure necessary approvals from all applicable stakeholders.
  • Guide email team in partnership with site merchandising team to develop accurate and best in class linking strategies

Reporting & Analysis - 25%

  • Responsible for using Adobe Analytics, Tableau and Salesforce (ESP) to pull KPIs into weekly reporting and dashboards
  • Analyzes and interprets email campaign performance, leverages insights to make directive, proactive recommendations related to email strategy and programs.
  • Monitor and analyze marketing performance and website data 
  • Class landing pages for email destinations  
  •  Identify research and analytics methodologies to ensure key metrics are tracked using industry best practices

Campaign Process Management - 25%

Oversee ops team, leading set-up and build out of email campaigns within Salesforce Marketing Cloud platform, including:

  • Link builds, tag structure, destinations, promotions and audience strategies, ensuring they align to execution specs 
  • Audience assignment 
  • Send-time deployment 
  • Testing execution 

Manage campaign deliverability monitoring and performance tracking, including:

  • Monitor campaign deliverability to identify problems interfering with campaign success and take corrective actions to resolve
  • Work closely with our 3rd party delivery consultants to monitor email quantities, bounce backs, open, unsubscribe, click- through rates, and other relevant criteria
  • Manage resources to flex as needed to ensure emails are delivered on time
  • Oversee Q/A process, including cross-team testing and review of all sends 

Must have:

  • Must be a true collaborator, can 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 proven ability to recognize potential business issues, communicate proactively to team and cross functional partners and drive to solution
  • Strong written, verbal, and communication skills 
  • Demonstrated experience with an email program tracking email schedules and success metrics
  • Superior project management and organizational skills 
  • Proven ability to coordinate cross-functional team efforts 

Preferred skills and experience:

  • 3+ years of Email Marketing experience required; ideally in a high-paced, heavy promotional retail environment
  • Experience managing campaigns in Salesforce Marketing Cloud, or comparable ESP
  • Working knowledge and understanding of CRM highly preferred 
  •  Promotional environment or Retail experience highly preferred
  • 4-year degree required


  • 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

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.

Application Instructions

Please click on the link below to apply for this position. A new window will open and direct you to apply at our corporate careers page. We look forward to hearing from you!

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