JOB PURPOSE:

 Reporting to the Assistant Manager, Marketing Automation, the Email Marketing Specialist works collaboratively with the Digital, Tech and Content (DTC) team to execute and optimise email and omnichannel communication strategies using data-driven insights. In this role, you will support marketing and recruitment initiatives by delivering personalised and timely communications across email, SMS, and social messaging platforms.

You will play a critical role in executing campaign strategies that nurture prospects, strengthen brand affinity, and enhance lead conversion. This includes email/SMS campaign planning, HTML email template creation, content curation, audience segmentation, and performance optimisation.

The ideal candidate is passionate about email marketing automation, understands customer lifecycle journeys, and is comfortable analysing engagement metrics to drive continuous improvement in email performance and lead quality.

KEY RESULT AREAS / RESPONSIBILITIES:

• Produce and execute all email, SMS, and omnichannel messaging campaigns, including building HTML emails templates, copywriting, asset coordination, QA checks, and scheduling.
• Support strategic manual and automated journeys across the customer lifecycle including lead capturing/qualification, nurturing, remarketing, loyalty, retention, surveys, and transactional communication.
• Build targeted audience segments in Salesforce Account Engagement together with the AM, Marketing Automation, ensuring strong engagement and improved lead quality through accurate scoring and grading model application.
• Manage and execute the email/SMS marketing and recruitment calendar, ensuring alignment with marketing priorities, demand forecasts, and internal stakeholder needs.
• Use customer and behavioural data to drive message personalisation and dynamic content logic.
• Devise and execute A/B and multivariate tests; manage testing calendars; analyse results; and make recommendations for continuous optimisation.
• Work closely with designers and copywriters to optimise creative assets, email templates, and content structure.

• Monitor and regulate communication frequency across channels to minimise churn and unsubscribe rates.
• Perform render and functionality testing across devices, browsers, email clients, and ISPs.
• Prepare and share regular performance dashboards including open rates, click-through rates, conversions, deliverability, and unsubscribe trends.
• Stay updated on global email and omnichannel marketing trends and propose enhancements.

MINIMUM QUALIFICATION & EXPERIENCE:

• Bachelor’s degree in marketing or equivalent with at least three years of experience managing B2C or B2B email marketing campaigns.
• Experience with Salesforce Marketing Cloud, specifically Salesforce Account Engagement.
• Experience with SMS broadcast tools and omnichannel messaging platforms.
• Strong technical knowledge of HTML and CSS for email template creation and troubleshooting.
• Good understanding of email marketing metrics, deliverability, compliance, segmentation, and personalisation best practices.
• Familiarity with lead management/qualification concepts, including Lead Scoring and Grading Models.
• Experience with A/B testing, experimentation design, hypothesis testing, and data interpretation.
• Experience using email testing tools such as Litmus or Email on Acid.
• Strong writing ability to develop clear, engaging, click-worthy content.

COMPETENCIES: 

• Highly motivated, curious, adaptable, and strong in problem-solving.
• Strong communication and interpersonal skills for stakeholder collaboration.
• Ability to perform in a fast-paced, deadline-driven environment.
• Critical thinker and proactive with interest in innovation, automation, and user experience.
• Strong presentation and reporting skills.

The company reserves the rights to amend or include additional details towards your job description at any point of time in any form of communication.