WHAT DOES AN EMAIL MARKETING MANAGER DO?

Updated: Jun 02, 2025 - The Email Marketing Manager oversees the planning, execution, and optimization of email marketing campaigns, including quality assurance testing, content alignment, and deployment approvals to enhance performance. This position collaborates with cross-functional teams and vendors to ensure consistency, efficiency, and strategic alignment with business goals. The manager provides insights, reporting, and leadership to improve the email marketing channel and enhance the overall customer experience.

A Review of Professional Skills and Functions for Email Marketing Manager

1. Email Marketing Manager Accountabilities

  • Lead Generation: Drive the strategy and execution of lead-generation email programs including drip and nurture campaigns.
  • Scheduling: Manage the schedule of all email deployments including email marketing calendar, design, build, QA, and deployment to optimize user response and evenly distribute daily/weekly email volume.
  • Platform Management: Setup and deploy complex programs within Marketing Cloud/Hubspot to engage new prospects and existing customers across the product portfolio.
  • List Management: Build and actively manage email send lists and partner with Business Operations and the BU to maintain clean lists.
  • A/B Testing: Continuously conduct A/B tests and analyze results to garner insights and optimize future email campaigns, while reporting back to the team and stakeholders.
  • Campaign Analysis: Analyze campaign performance and suggest improvements.
  • Process Improvement: Improve structures and processes to help scale email marketing at Natera.
  • Optimization: Ensure emails are optimized for both web and mobile.
  • Collaboration: Collaborate with internal and external stakeholders to ensure brand and legal guidelines are followed in emails.
  • Cross-Functional Work: Work cross-functionally with digital, trading, and IT teams to develop tools that will create actionable insights.
  • KPI Management: Define KPIs to measure and improve performance.
  • Budget Management: Manage global CRM budget and reporting for the US.
  • Vendor Management: Manage global agency relationships and optimization tools, such as Emarsys, Moveable Ink, etc.
  • Calendar Management: Create and manage an email calendar.

2. Email Marketing Manager Functions

  • Campaign Execution: Design and implement direct email marketing campaigns and run these end-to-end.
  • Collaboration: Work closely with sales, technical, and marketing teams to decide how to promote the products and services to be marketed through an email campaign.
  • List Management: Identify the target audience and grow the email list.
  • Creative Coordination: Work closely with the creative team to ensure emails are completed on time and to the brief.
  • Trend Monitoring: Monitor changes in industry trends and email marketing.
  • Compliance: Ensure email campaign content follows industry policies and best practices and is clear and correct.
  • Template Optimization: Ensure ESP-friendly email templates to maximize deliverability.
  • Personalization: Upgrade the email templates using graphics, personalization, and advanced features where necessary.
  • Client Communication: Ensure prompt and accurate communication with clients via email to minimize unsubscribes.
  • Database Management: Create email databases for lead generation.
  • Performance Analysis: Analyse campaign performance based on resulting data and propose and implement improvements for future campaigns.
  • Reporting: Report to the Head of CRM on sales opportunities generated from email marketing efforts.
  • Proofreading: Ensure all email campaigns are proofread for clarity, grammar, and spelling.
  • CRM Strategy: Build the CRM strategy for customer acquisition and retention.
  • Segmentation: Create profiles for customers, segments, and targets.
  • E-commerce Management: Manage the CRM for e-commerce including budgeting, forecasting, implementation, and delivery of target sales and profits.
  • Loyalty Program Development: Develop and launch an innovative membership loyalty program.

3. Email Marketing Manager Job Description

  • Collaboration: Work closely with the Director of CRM and cross-functionally with the creative, product, and child development teams to develop best-in-class email marketing campaigns and automation.
  • Design Coordination: Work closely with the design team to develop email campaigns and automation.
  • Email Development: Code, develop, QA, and launch emails in a fast-paced environment.
  • Quality Assurance: QA emails across all ISPs, mobile, and web browsers ensuring all links, images, subject lines, and list segments are accurate and working properly.
  • Best Practices: Create emails with best email practices such as proper image-to-text ratios, image sizing, font sizing, segmentation strategies, etc.
  • A/B Testing: Set up A/B subject line, creative, and copy tests across all email activations.
  • KPI Analysis: Analyze results and KPIs of all email activations.
  • Optimization: Optimize email creative for mobile first and desktop browsers.
  • Segmentation: Segment lists based on behaviors (e.g., past email engagement, app interactions, user-level attributes, etc.).
  • Calendar Management: Develop and maintain an email marketing calendar for company-wide visibility.
  • Analytics: Proactively drive analytics on email and campaign performance to help the team optimize ROI.
  • Database Management: Own the marketing database including data hygiene, nurturing, sourcing, and data flows.
  • Workflow Integration: Build out workflows and integrations between Marketing Automation (Active Campaign) and CRM (Salesforce) to evolve lead management processes.
  • Tracking Optimization: Help implement and optimize campaign tracking to measure campaign effectiveness and ROI on new and existing marketing programs.
  • Collaboration: Collaborate with content marketing to suggest creative campaign ideas.

4. Email Marketing Manager Overview

  • Strategy Development: Strategic responsibility for the largest and fastest-growing B2C program.
  • Traffic Generation: Driving traffic and sales through an employee savings and discounts portal against ambitious growth targets.
  • List Management: Managing an email subscription list of over 300k members with multiple campaigns targeting acquisition, cross-sell, up-sell, and re-engagement.
  • Innovation: Continually look for inspiration and creative, innovative ideas to engage audiences and optimize the eCommerce buyer funnel.
  • Merchant Collaboration: Work with the merchant relationships team to plan and implement offers and promotions for top retail brands.
  • Team Management: Manage a small team to develop and optimize eCRM and automation programs, providing strategic input into Salesforce Marketing Cloud.
  • Client Communication Tools: Develop 'out of the box’ communication tools to maximize client uptake and engagement.
  • POS Marketing: Manage point of sale (POS) marketing and communication materials for prepaid cards and digital voucher programs.
  • Content Management: Content manages retail promotions across prepaid card solutions through in-app promotions, leading to eCRM and push notification program development.
  • KPI Analysis: Analyse and report back on Key Performance Indicators to the business.
  • Lead Management: Collaborate with Sales, Marketing, and Engineering to convert MQLs into SQLs and identify high-value leads through a scoring system.
  • Database Management: Own the marketing database management and segmentation to ensure campaign and sales process accuracy.
  • Reporting: Build and maintain reports and dashboards with Marketing, Engineering, and Sales.
  • Performance Monitoring: Monitor and report on engagement, sender reputation, performance, and trends, providing optimization insights.
  • A/B Testing: Continuously improve effectiveness using performance metrics and A/B testing.
  • Platform Ownership: Own the Marketing Cloud platform and enhance it through recommended integrations.

5. Email Marketing Manager Details and Accountabilities

  • Campaign Planning: Plan, prepare, and ensure the quality of all commercial newsletters and push notifications for Romania and Hungary.
  • Strategy Execution: Convert local communication and trading strategy into a direct communication plan for the country.
  • Stakeholder Collaboration: Closely work with all relevant stakeholders, such as the local Marketing and Retail team, to create direct communication plans for all locally created campaigns.
  • Performance Analysis: Monitor and analyze the performance of commercial communication, derive local insights, and define improvements based on KPIs.
  • A/B Testing: Develop and innovate the communication using A/B tests, and experiments and explore opportunities with the tooling.
  • Project Management: Identifying, supporting, and driving cross-functional CRM-related projects with team members and stakeholders in the organization.
  • Data-Driven Decisions: Drive decision-making based on customer data and optimize the customer experience towards the targeted behavior as well as initiate global projects for the channel.
  • Competitor Monitoring: Closely monitor competitors' direct marketing activities/industry standards and identify opportunities and risks.
  • Campaign Development: Conceptualize and craft email campaigns by developing and building email HTML, reporting, database management, and list segmentation.
  • Database Management: Proactively maintain the data integrity of the email database, establish email flow rules, and implement operational workflows to regularly scrub the database.
  • Deliverability Management: Configure IP warming and IP reputation maintenance to improve email deliverability and engagement rates.
  • Process Improvement: Continuously evaluate and suggest improvements for email solutions and email campaign process.
  • Trend Monitoring: Stay ahead of current and upcoming industry platforms, standards, and trends, and introduce and share this knowledge with the wider marketing team.
  • Reporting: Provide regular analysis, reporting, and updates.
  • Performance Analysis: Share and report email performance metrics, so that optimizations can be done to improve future email programs.

6. Email Marketing Manager Tasks

  • Campaign Management: Planning, briefing, and implementing all daily email/multi-channel marketing communications.
  • Performance Tracking: Tracking and reporting on campaign performance and developing strategic actions for future campaigns.
  • Customer Value Strategies: Monitor and maximize customer lifetime value strategies.
  • Automation Setup: Setting up automated journeys across EDM and SMS.
  • Journey Mapping: Customer Journey Mapping: analyzing touch points with the organization.
  • Digital Communication: Provide strategic digital communication solutions to support wider activity and campaigns.
  • Team Collaboration: Develop and maintain strong relationships with internal teams regarding email content, creative development, EDM deployment, and reporting.
  • Lead Nurturing: Manage and optimize automated journeys and develop lead nurture campaigns.
  • Data Strategy: Work with the data team to develop data-driven strategies.
  • Operations Management: Maintain email marketing operations strategies including email QA, audience segmentation, personalization, and email deliverability.
  • Best Practices: Implement and uphold email best practices and champion these ideals within the organization.
  • Calendar Coordination: Work with Campaign Management and Business Unit partners to coordinate IHG’s global email marketing calendar.
  • Hotel Solutions: Support hotel-level email solutions to make IHG great to do business with and strengthen IHG’s brands.
  • Governance: Adhere to a global email governance process that optimizes marketing performance, informed by customer and stakeholder needs as well as commercial priorities.
  • Relationship Management: Develop and build good working relationships with internal teams, agencies, and vendors for email marketing activities.

7. Email Marketing Manager Roles

  • Email Strategy: Responsible for building and implementing the email marketing strategy (set of guidelines) and process.
  • Channel Management: Manage the channel’s day-to-day responsibilities (i.e. calendar programming, audience segmentation, strategy around messaging, journey mapping, and executing email learning agenda including A/B testing).
  • Optimization: Continuously optimize all aspects of the channel (i.e. audience targeting, email frequency, content formats, etc).
  • Campaign Planning: Develop email and SMS marketing calendars and automated journeys and triggers based on analytics, shopping behaviors, marketing initiatives, and business objectives.
  • Engagement: Drive traffic, engagement, conversions, and revenue through compelling email and SMS content and automation.
  • Collaboration: Collaborate with brand marketing, creative, and merchant teams to develop email assets and SMS copy, and ensure assets are optimized for delivery and performance.
  • Campaign Management: Review, deploy, track, and optimize results for all David’s Bridal email and SMS campaigns and one-time sends.
  • Performance Analysis: Drive actionable insights from program performance to improve future efforts.
  • Reporting: Provide metrics and analytics for ad hoc reporting and insights.
  • Market Awareness: Maintain awareness of email and mobile marketing trends and the competitive landscape.
  • Technical Monitoring: Work with Email Production Specialists to monitor and resolve technical issues relating to email delivery.
  • Compliance: Ensure ongoing compliance with CAN-Spam or related legislation that impacts the programs.
  • Vendor Management: Serve as primary liaison between David’s Bridal and email/SMS service providers.
  • Budget Management: Manage email and SMS department budget.
  • Team Supervision: Supervise the Email Production Specialists

8. Email Marketing Manager Additional Details

  • Subject Matter Expertise: Serve as the subject matter expert (SME) for all aspects of IHG’s email marketing program, including email campaigns, technology solutions, integrations, and processes.
  • Strategic Vision: Deliver the strategic vision and implementation of a customer-centric email marketing program in support of business and stakeholder priorities, leveraging industry-leading recommendations and solutions.
  • Campaign Development: Develop and execute a comprehensive, customer-centric email portfolio including lifecycle, promotional, and/or transactional marketing campaigns that drive engagement, conversion, and lifetime value.
  • Industry Knowledge: Apply knowledge of email marketing and communication principles, concepts, and industry practices and standards in the analysis of information and overall project effectiveness.
  • Trend Monitoring: Stay current on email marketing industry trends, concepts, and standards to enable the business to evolve in today’s rapidly changing environment including global data privacy policies.
  • Strategic Initiatives: Recommend and implement strategic initiatives that deliver relevant, personalized experiences and drive marketing effectiveness.
  • Campaign Auditing: Audit evergreen and recurring initiatives to recommend fresh, optimized approaches for future executions.
  • Optimization: Influence and implement a data-driven test-and-learn approach for optimizing delivery and portfolio performance.
  • Performance Analysis: Monitor performance and interpret results to offer analytical insights and recommendations for driving effective engagement, conversion, and channel value.
  • Operational Optimization: Develop and socialize policies and procedures for optimizing email operational effectiveness.
  • Automation: Elevate and promote new ways of working that leverage marketing automation where possible for efficiency.
  • Contact Strategy: Deliver a global customer contact strategy that fosters engagement and lifetime value.
  • Project Management: Manage software solutions, integration methodology and scope, and implementation schedule – including problem resolution and general project management.
  • Information Flow: Responsible for adequate information flow between email products and technology within and outside the organization.
  • Relationship Management: Develop and nurture strong relationships – with cross-functional team members, stakeholders, senior leadership, and vendor partners.
  • Team Leadership: Support a service-oriented team culture and mindset, balancing strategic thought leadership with delivery and execution for global brands while earning trust and credibility along the way.

9. Email Marketing Manager Essential Functions

  • Campaign Management: Own highly visible, focused campaigns from beginning to end, from the gathering of requirements, design and development, audience/list segmentation, testing, launch, and analysis for continued improvement.
  • Marketing Planning: Build and maintain a marketing plan that is visible and accessible to key stakeholders.
  • Strategic Alignment: Work across the marketing and product organization to align email initiatives with the broader business strategy.
  • Program Planning: Lead the planning process of weekly and automated email database programs, including target audience definition, key message development, and goal setting for LOCALiQ’s Freemium product.
  • Execution: Own the execution of email marketing programs, including working with marketing operations to set up email sends in Marketo.
  • Testing Strategy: Develop a testing strategy to gain insights and improve the customer journey from lead to registered user to paying subscriber.
  • Reporting: Develop an ongoing reporting cadence to management across marketing and product and optimize campaigns against key metrics including open and CTRs, product engagement, conversion to the registered user, and conversion to a paid user.
  • Target Achievement: Consistently achieve quarterly targets, including SQLs, registered users, and self-service purchases.
  • Segmentation: Evolve database segmentation, optimizing return from leads in the database.
  • Tech Utilization: Leverage the company’s current marketing tech stack.
  • Performance Monitoring: Monitor all email campaign performance.
  • Campaign Development: Collaborate to develop drip/nurture campaigns to support campaign effectiveness.
  • Lead Management: Move leads through lifecycle stages to MQL for hand-off to Sales.
  • Performance Analysis: Analyze campaign performance and suggest improvements.
  • Revenue Reporting: Report on sales revenue generated from email marketing efforts.
  • Compliance: Ensure emails follow industry policies and best practices.

10. Email Marketing Manager Role Purpose

  • Program Strategy: Manages and develops NM and HC ETE program ongoing strategy.
  • Notification Development: Develop new approaches and execution of the NM APP notifications.
  • Campaign Management: Oversee preparation, editing, and deployment of email campaign requests with assets and instructions to Email Service Provider, quality assurance testing, and approving deployments.
  • Content Optimization: Manage promotional and inspirational email content and deployments, optimizing for performance.
  • Email Program Ownership: Own the Horchow online email program end to end and provide recommendations on how to improve.
  • Trigger Campaigns: Proactively manage and identify new opportunities to drive demand through event-triggered email campaigns.
  • Content Alignment: Support and work closely with team members to ensure content strategy aligns with customer journey strategies and business needs.
  • Stakeholder Communication: Communicate effectively with Product, Creative, Merchandising, Advertising, Customer Insight, and Email Service Providers or third-party vendor on email changes, scheduling, and asset delivery.
  • Strategic Insights: Provide insights and strategies to support ad hoc business needs through the email channel and app notification.
  • Reporting and Optimization: Support reporting and measurement to provide insights on optimizing the content and customer experience within the channel.
  • Team Leadership: Lead and guide the Assistant Manager to drive execution excellence.
  • Creative Collaboration: Partner with IHG’s Creative Services team to deliver best-in-class email marketing and creative.
  • Vendor Management: Work with vendor partners to deliver plans, ensuring alignment, consistency, quality, efficiency, and effectiveness.
  • Cross-Functional Collaboration: Work effectively with cross-functional partners including Campaign Management, Omni-Channel Marketing, Paid Marketing, Marketing Products, Global Technology, and Channels teams while maintaining service level agreements.
Relevant Information
What Does An Assistant Marketing Manager Do?
What Does A Customer Marketing Manager Do?
What Does An Affiliate Marketing Manager Do?
What Does An Event Marketing Manager Do?