Overview
The Business of Fashion is seeking an Email Marketing Specialist to define and oversee a best-in-class customer segmentation and contact strategy across our suite of products including BoF Professional, BoF Careers, BoF Insights and BoF Events.
Managing our customer engagement platform, Braze, and global database of over 1m customers, you will be the subject matter expert for first-party data integrity, customer segmentation, email deliverability, testing and effectiveness. Working in operational support of the wider events and editorial teams, this is an exciting opportunity to join a small growth marketing team, with the overall goal of increasing customer engagement and value.
This is a full time role, however we are open to consider part time applications. The role is remote-first, but we ask that you work from our collaboration space at 180 Strand every Tuesday, plus one other day per week where practical.
Who Are We?
The Business of Fashion is recognised around the world for its authoritative, analytical point of view on the global fashion and beauty industries. Our mission: to open, inform and connect the global fashion and beauty industries.
Serving members in more than 125 countries, The Business of Fashion combines independent, agenda-setting journalism with practical business advice, online learning, career-building tools and immersive events, powering positive change in fashion and the wider world.
Over time, our pioneering approach has made BoF the fashion industry’s leading source of business intelligence, and one of its most respected and influential voices, simply because you won’t find BoF’s original reporting, analysis and advice anywhere else. The Business of Beauty brings the same kind of agenda-setting coverage to the beauty and wellness space. Today, our talented team of correspondents, editors, analysts, engineers, designers, marketers and more numbers more than 100 people in London, New York, Paris and Milan.
Commitment to Diversity
BoF is committed to building a diverse workforce and we are proud to be an Equal Opportunities employer. All applicants and employees receive equal treatment regardless of race, nationality, ethnic or national origin, religion or belief, sex or sexual orientation, gender, age, disability, marital or civil partner status, pregnancy or maternity.
Commitment to Inclusivity
BoF is committed to building an inclusive environment where everyone can bring their authentic selves to work and reach their full potential within their roles using a growth mindset. We are committed to creating an inclusive culture for our employees globally.
Commitment to Accessibility
BoF is committed to providing an accessible environment for all applicants throughout any stage of the recruitment process, by removing any barriers to ensure we offer a process that gives all of our applicants an opportunity to shine.
What We Need You To Do
As a key member of the Growth Marketing team, reporting to the Audience Development Director, you will be directly responsible for end-to-end management and optimisation of Braze and our email database.
Balancing operational best practices and customer insight, you will ensure the integrity of our first-party data, determine our customer segmentation and contact strategy, and support the wider team in improving email marketing effectiveness. You will also be responsible for managing and deduping VIP audience lists via our events marketing platform, Launchmetrics.
The role is not directly responsible for campaign creation and execution but you will be expected to review (and suggest improvements for) all marketing emails – and help out with campaign creation and execution in peak periods.
In being successful in this role, you will:
- Oversee our data privacy policy and ensure the integrity of our first-party data
- Actively manage and segment our database, ensuring segments can be built and targeted effectively, in line with business goals
- Oversee the Braze platform, working hand in hand with our Braze account manager and internal technology team to optimise functionality and leverage new features
- Manage the Braze relationship, spend, forecast and budget, ensuring email volumes do not exceed the budgeted allowance
- Optimize email deliverability, in line with best practice and be our internal advisor on customer engagement best practices, technologies and trends
- Define, execute and optimise an effective ‘sunsetting’ strategy for inactive customers
- Leverage customer insight to define the overall customer contact strategy, proposing test frameworks and hypotheses to improve both impact and efficiency
- Manage the central customer contact and campaign calendar, resolving scheduling conflicts and ensuring optimal send times
- Be the subject matter expert on CRM/email marketing trends, best practices and solutions
- Manage VIP audience lists via our events platform, Launch-metrics, supporting email execution as needed
- Support the editorial team in improving the deliverability and effectiveness of newsletters
- Work with the data team to build a suite of customer engagement dashboards, providing company-wide visibility on key engagement indicators, including segment performance, email deliverability and click-through rates
- Pitch in with wider marketing priorities and initiatives as needed (for example, this could be list research, supporting LinkedIn newsletters or larger projects such as synching Braze with Salesforce – we are a small team and cover what needs to be covered between us).
Who You Are
A seasoned email marketing specialist, with a slant towards operations rather than campaign execution, you will need hands-on experience of managing a large-scale customer database within a customer engagement, CRM or marketing automation platform, combined with substantial experience of overseeing high-volume email campaigns and automated lifecycle programs.
You won’t need experience in fashion, but will need the ability to thrive in a fast-paced scale-up environment, combined with the following skills to set you up for success:
- Hands-on, end-to-end experience of managing and working with customer engagement, CRM and email marketing platforms – ideally including Braze
- Excellent attention to detail and proofreading skills
- The confidence to suggest email copy improvements and, ideally, the ability to write compelling email copy if needed
- Comprehensive understanding of customer database management and segmentation
- Comprehensive understanding of email deliverability and how to optimise for success
- Working knowledge of first-party data hygiene factors, best practices and data privacy regulations
- In-depth experience of overseeing and optimizing high-frequency, high-volume email campaigns or newsletters (200k+)
- Proven history of devising and evolving customer engagement strategies and optimisation roadmaps, founded in customer insight, testing and analysis
- Experience of managing and deduping email lists in Excel (or similar)
- Advanced data literacy, including the ability to track, analyse and report key customer engagement metrics and work with the data team to define KPI dashboard requirements
- Ability to manage a budget and create and maintain reliable volume and spend forecasts
- Effective stakeholder management, a positive attitude and a willingness to work as part of a small growth team in which workload can shift in line with priorities
You’ll Know You’re Successful When…
- Key customer engagement indicators are consistently improving and well understood across the business
- Email performance is improving in both impact and efficiency, in line with budgeted send volumes
- We have a well-understood and widely accepted customer contact strategy and testing roadmap
- The business is regularly updated on performance and best-in-class practices
- The wider growth marketing and editorial teams feel empowered and supported when executing newsletters and email campaigns
- We are leveraging the Braze platform effectively, whilst identifying opportunities to improve and streamline processes and operations
