Marketing Specialist
The Marketing Specialist will be responsible for driving customer acquisition and retention by executing and supporting critical digital marketing channels. This role requires a unique blend of hands-on copywriting and technical execution across key platforms (Attentive, Yotpo), channel management (Loyalty, Paid Search and Affiliates), agency leadership (Affiliates and Paid Media), and strong analytical skills using GA4 and Shopify to measure performance and optimize strategies. The Specialist will work closely with the Marketing Director and cross-functional teams to achieve overall business growth goals.
Key Responsibilities
Channel Execution, Copywriting & Management (Hands-on Focus):
- Content & Copywriting: Write, edit, and proofread compelling marketing copy for Email and SMS campaigns within the Attentive platform that aligns with brand voice and drives specific actions.
- Email Marketing (EM) & SMS Marketing (SMS): Develop and execute the daily/weekly Email and SMS marketing calendars, including campaign setup, scheduling, and deployment using Attentive. Manage segmentation, list hygiene, and A/B testing to maximize performance.
- Loyalty & E-commerce Platform Management: Support the day-to-day operations and optimization of the customer loyalty program, leveraging Yotpo. Monitor platform integrations (e.g., Shopify to Yotpo) to ensure accurate customer data, points accrual, and reward redemption.
Agency & Partner Leadership (Strategic Focus):
- Affiliate Marketing: Co-manage the external Affiliate Agency alongside the Marketing Director, serving as the primary day-to-day contact. This includes translating the Director's strategic vision into actionable direction, monitoring budget pacing, and ensuring the agency is on track to meet performance targets. Identify new publisher opportunities and work with the agency to negotiate and launch partnerships.
- Paid Media: Co-manage the external Paid Media Agency (covering channels such as Paid Search, Paid Social, Display, and SEO) alongside the Marketing Director, serving as the primary day-to-day contact for the agency. Collaborate with the Director to strategically develop and refine media plans, manage budgets, and ensure campaign strategies are aligned with overall marketing objectives. Regularly review agency performance, challenging strategies, and holding the agency accountable to key performance indicators (KPIs). Serve as an internal point of collaboration with Buying, Merchandising, and Marketing teams to ensure consistency of messaging, product focus, and overall strategy is aligned across all organic and paid digital channels, including SEO.
Reporting, Analytics, & Cross-Functional Leadership:
- Reporting & Analytics: Develop and maintain comprehensive reporting dashboards for all assigned channels (EM, SMS, Loyalty, Affiliates, Paid Media), utilizing Google Analytics 4 (GA4) and Shopify for site and conversion data. Conduct deep-dive analysis on campaign performance, identifying trends, insights, and opportunities for optimization. Present clear, actionable findings and recommendations to the Marketing Director and wider team.
- Cross-Functional Leadership: Collaborate with Creative, Merchandising, and Technology teams to ensure assets, offers, and technical requirements are met for all campaigns. Act as a subject matter resource on third-party (3P) marketplaces (e.g., Amazon, eBay, StockX, Walmart) to inform broader marketing and merchandising strategies.
Qualifications
- Bachelor’s degree in marketing, Communications, or a related field.
- 2-4 years of experience in digital marketing with proven, hands-on experience writing marketing copy for Email and/or SMS.
- Strong channel knowledge and strategic understanding of: Paid Search (PPC), Affiliate Marketing, and Search Engine Optimization (SEO).
- Demonstrated technical proficiency and working knowledge of key marketing tools, specifically: Attentive (or similar) for SMS and/or Email Marketing, Google Analytics 4 (GA4), Shopify for e-commerce platform understanding, Yotpo (or similar) for Loyalty and/or Reviews program management, and working knowledge of 3P marketplaces (e.g., Amazon, eBay, Walmart).
- Proven experience managing or significantly supporting external agencies and holding them accountable to performance targets.
- Strong analytical skills with proficiency in Excel/data manipulation and interpreting marketing data.
- Excellent communication, presentation, and organizational skills, with demonstrated experience coordinating marketing efforts across internal buying, merchandising, and creative teams.
- A proactive, growth-mindset with a passion for driving measurable results.
