Senior Analyst, WFUS Email Marketing
About the position The Wayfair US CRM team is responsible for all email, app push, and SMS communications between Wayfair and our customers. Within this team, the Acquisitions Sr. Analyst role will sit under the WFUS Email team and report to the Email Lead. The role will own our customer acquisition workstream, partnering heavily with our partners on Storefront Martech and Performance Marketing, and be responsible for driving engagement, retention, and reactivation of our new and unengaged customers, primarily through partnering heavily with Creative. If you have a background in growth or retention marketing, a passion for providing customers with engaging and cutting-edge creative content, and experience with testing and learning then this is the role for you!
Responsibilities
- Own email list size, being responsible for driving our aggressive goal of 10% growth by end of year.
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- Partner closely with our on-site PMs to increase acquisition rate through new and improved experiences and ideate and launch creative testing through our new self-service tool to increase capture rates.
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- Build an automated dashboard to measure the free channel value by acquisition source and partner with performance marketing teams to optimize their spend towards highest-value sources.
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- Lead efforts to reactivate lapsed customers and reduce unsubscribes through creating better and more enjoyable content for our customers.
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- Be one of 2 analysts focusing on improving our upper-funnel email marketing, being responsible for driving our goal of 5% increase in free channel traffic by end of year.
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- Be the sole owner of email performance for our Newly Acquired email segment, identifying gaps in our customer experience and ideating and launching A/B tests to improve that experience.
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- Partner heavily with Creative to test into new email content, focused on inspiring and building affinity with low-intent customers, surfacing things like seasonal updates, viral trends, recipes, shopping guides, quizzes, etc.
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- Take a scrappy, test-and-iterate approach to trying new ideas, building out our knowledge playbook of what works and does not work.
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- Identify and create new targeted audience campaigns to engage niche customers with relevant content.
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- Find new and improved ways to display our products in a way that is inspirational and brand-forward.
Requirements
- Bachelor's degree in Business, Economics, the Sciences, or other concentrations with a quantitative focus.
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- 4+ years of experience ideally in a growth or retention marketing role. Experience with email marketing is not required.
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- Proven results in taking a data-driven approach to creating engaging content for customers and/or acquiring new customers.
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- Basic SQL and Google Sheets/Excel knowledge.
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- An interest in getting inside the head of the customer to understand how they think, what their needs are, what motivates them, and tailor communications to them to build lasting, long-term relationships with the brand.
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- Experience partnering with Creative teams and performance/growth marketing teams.
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- Excellent critical thinking and verbal and written communication skills.
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- Ability to independently own and execute on solutions to complex problems.
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- Ability to handle multiple priorities, learn quickly, and thrive in a fast-paced environment.
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- A desire to win as a team - collaborative team player who wants to see themselves and others succeed and thrive.
Nice-to-haves undefined
Benefits
- Hybrid work environment with M-Th in office and Fridays remote.
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