• Customer Marketing Manager, Email

    Requisition ID
    Requisition Post Information* : Post End Date
  • Overview

    Tractor Supply Company (TSCO), the largest retail chain of rural lifestyle products in the United States, is dedicated to enhancing our strong company culture built on our team members’ commitment to our Mission and Values.  With over 1,700 stores in 49 states and an innovative e-commerce platform, Tractor Supply ranks in the Fortune 400 with revenues of $7 billion and growing! Come grow your career with us as we serve those who live “Life out Here”!


    Job Purpose


    The overall Customer Marketing team is responsible for the success of customer-targeted and personalized marketing, focused in email, direct mail, and digital channels. The team is focused on providing the right message, to the right customer at the right time to meet their needs for living ‘Life Out Here’.


    The Customer Marketing Manager, specifically, will be responsible for ensuring the accurate and timely development and execution of targeted communications supporting customer journeys, merchandise strategies, product lifecycles, Loyalty program benefits, promotional events, customer research and strategic partnerships, through all targeted channels using segmentation tools and channel-specific best practices. This role owns the cross functional relationship within the organization for ensuring campaigns are planned to meet the desired business requirements, drive sales and hit target deadlines. This position is responsible for building & improving standard processes to support an agile, fast-paced business environment.


    • Partner with the Manager II to develop a holistic omni-channel contact strategy that enhances customer experience through personalization and channel optimization.
    • Manage the strategy and execution of email, direct mail, and list exports that support the overall customer marketing strategy and business needs.
      • Create and execute a comprehensive testing and segmentation plan across all channels
      • Manage the Content, Personalization, and Subject Line Optimization
      • Partner with cross-functional business partners to establish messaging and offers to support business needs and brand strategy.
      • Champions innovation in the CRM/email space and identifies opportunities to bring innovative solutions to the Tractor Supply marketing organization.
    • Lead channel operating practices and procedures, determine where improvements can be made, and work to implement changes and communicate with key stakeholder teams
    • Oversee vendor partners on execution of email campaigns, and work with internal sourcing team to partner with print vendors when applicable.
      • Initiate obtaining printing bids from print procurement partner.
    • Oversee direct reports to support execution of:
      • Seed List management for all channels
      • Coordinate the gathering of content from Merchandise and Creative partners
      • IBM Campaign Offer creation
      • Creative proofing
      • All Coupon set up and testing
      • Deployment QA
      • Partnering with Operations to develop Store Communications
    • Coordinate with Finance and Customer Analytics to provide program reporting and insights.
      • Compile, track, and analyze assimilation, retention, and reactivation KPIs, and make recommendations to existing campaigns based on this analysis.
    • Manage the email and direct mail forecasts and budget.
      • Ensuring vendors adhere to contractual obligations within financial plans.
    • Develop and distribute the Channel/Campaign calendars and production schedules.


    Experience: Minimum 5-7 years marketing primary experience Email Marketing, Relationship Marketing, and Mobile Digital Marketing. Retail marketing experience preferred.  2+ years of supervisory experience


    Education:  Bachelor’s degree from an accredited college or university in Marketing, Advertising, Communications or equivalent.  Any suitable combination of education and experience will be considered.



    • Required:
      • Proficiency in Microsoft Office Suite (including Access, Excel, Word, & PowerPoint)
      • Experience with HTML & Email development and deployment tools: IBM Watson Contact Automation experience a plus
      • Strong understanding of B2C direct marketing and marketing concepts
      • Basic understanding of marketing databases/campaign management tools
      • Track record of developing data-driven multi-channel campaigns resulting in solid business performance.
      • Ability to articulate and champion marketing channel best practices
      • Excellent project management skills
      • Ability to delegate and direct a team of people (includes vendor partners)
      • Ability to speak, read and write effectively in the English language
      • Self-motivated and energetic individual with a high level of initiative and thrives working in a fast-paced environment
      • Team-oriented and collaborative 
    • Preferred:
      • Experience with IBM Watson Contact Automation, IBM Campaign Management, IBM Watson Content Hub, IBM CoreMetrics, SAP CRM, Exact Target, Adobe Campaign, Google Analytics
      • Experience with mobile marketing technology for Push Marketing, in-app marketing, SMS, MMS, and mobile optimization
      • Extensive experience managing marketing vendor relationships and leveraging vendor resources and channels preferred
      • Understanding of the design/creative/production process
      • Experience with marketing loyalty programs


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