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Senior Manager, Digital Marketing - Email/SMS/Direct Mail - LOFT

New York
7 Sep 2023

The Senior Manager of Digital Marketing will be responsible for effectively managing the email, SMS and direct mail programs. This role serves as the subject matter expert and will lead the overall contact and testing strategies across channels, as well as the development and execution of new programs, driving both retention and reactivation of the LOFT & LOFT Outlet clients. A key focus of this role will be advancing our personalization efforts, leveraging client behavior and frequency optimization to drive client engagement.

The ideal candidate is an innovative digital marketer with a strong retail background and e-commerce mindset. They should be a strong leader with a high level of digital expertise and an idea generator who likes to work in a dynamic and highly collaborative, fast-paced work environment. Experience with Bluecore or like-minded ESP a plus.


  • Oversee LOFT's robust email marketing program including segmentation and personalization; optimizing KPIs based on client engagement and topline business goals.
  • Lead the strategic development of all email, SMS & direct mail channels from conception to execution with thoughtful balance of brand goals and business requirements, with a focus on driving incremental return.
  • Ensure all activities are brand-centric, make a measurable impact and are consistent with the overall marketing strategy.
  • Develop annual and seasonal retention programs to retain and reactivate customers, while meeting financial goals and KPIs
  • Develop and manage extensive trigger email strategy-optimizing program based on user behavior; using personalization to drive engagement.
  • Own planning and execution of major brand programs across email, SMS and Direct Mail including Loft Cash and Credit/Loyalty.
  • Lead execution and growth of SMS programs----testing and optimizing performance to increase client engagement and partnering with cross function teams on list growth campaigns online and in stores.
  • Support the brand's Direct Mail program; executing on the strategy approved by leadership and being accountable to cross functional teams, while ensuring a clear and consistent customer journey. Analyze results to provide actionable insights to the CFT to optimize the program.
  • Manage the day-to-day process and timelines for all channels, coordinating with brand and creative teams to ensure launch dates are met.
  • Prepare and present weekly, monthly and quarterly hindsights to the marketing team, cross functional partners and leadership.
  • Manage the budget process: planning & monthly processing
  • Manage and develop talent on the Digital Marketing team. This role oversees 4 associates (associate manager, assistant manager & two coordinators).
  • Evaluate and partner with outside vendors to deliver personalized customer journeys across email and SMS. Lead the charge in terms of partnering with paid media teams to create a connected customer journey for different customer segments/audiences.
  • Collaborate with Creative, providing best-in-class intel and marketplace innovations in order to facilitate the development of compelling digital content.


  • Experience with Bluecore (ESP) a plus!
  • Experience with SMS and Direct Mail preferred.
  • Experience dealing with high-volume email program in fast-paced environment.
  • Solution-oriented and passionate about the retention channels.
  • Creative and innovative contributor who excels at amplifying marketing messages and brand ideas
  • Comprehensive knowledge of digital strategies and tools including but not limited to SEO, website UX, email marketing, SMS marketing & personalization
  • Data driven with knowledge across CRM, modeling and segmentation approaches and resources
  • Strong leadership abilities including a proven ability to lead a proactive team and ensure accountability for results that maximize contribution to business objectives
  • 7-10 years of experience in digital marketing with a focus in specialty retail / 2-3 years of experience overseeing a Digital Marketing team in a multi-channel environment
  • BA/BS in Marketing, Business, or related major

The target salary for this role is $135,000 - $145,000.

Actual compensation within that range is influenced by a wide array of factors including, but not limited to, skill set, level of experience, and other job-related factors.


New York, NY 10036

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