SUMMARY:
The Email Marketing & CRM Specialist is responsible for developing and executing all internal and external email marketing activities. This role involves lead generation and nurturing for both B2C and B2B, contributing to the overall organizational strategy. The Email Marketing & CRM Specialist conceptualizes email campaigns, analyzes CRM performance, and recommends execution changes.
ESSENTIAL DUTIES AND RESPONSIBILITIES
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CRM Management:
- Oversee day-to-day administration of our HubSpot CRM platform
- Monitor and maintain data quality metrics, ensuring accuracy and completeness of customer records
- Develop and maintain targeted databases for communication to leads, prospects, and customers
- Create and maintain custom fields, properties, and workflows within HubSpot
- Generate reports on CRM performance and data quality benchmarks
- Troubleshoot CRM issues and coordinate with technical support when needed
Email Marketing & Campaign Management:
- Execute email campaigns across customer journey and decision cycles, delivering targeted content to veterinary professionals, including both AAHA members and non-members
- Leverage HubSpot to create and manage automated marketing campaigns, workflows, and lead nurturing encompassing emails, forms, and landing pages
- Build, test, and manage drip/nurture campaigns, monthly newsletters, CTAs, and engagement programs to grow lead database and nurture toward conversion while engaging existing members
- Coordinate with marketing manager to prioritize emails and develop messaging strategy; perform copywriting and editing of content that aligns with brand guidelines
- Build and deploy email engagement programs to convert key audience segments using landing page forms and marketing automation/drip programs
Content Creation & Design:
- Build newsletters with engaging content, utilizing Canva to create and insert graphics
- Develop compelling email content that resonates with veterinary professionals
- Ensure all content aligns with brand guidelines and speaks to the unique needs of the veterinary community
Analytics & Optimization:
- Optimize email communications through A/B testing and ongoing analysis of response rates and conversions to measure effectiveness and make actionable recommendations
- Provide insights on key performance indicators (KPIs) and trends, including user behavior, market opportunities/conditions, and multi-touch attribution modeling
- Track campaign performance metrics and continuously optimize based on results
- Manage email deliverability and maintain sender reputation
Additional Responsibilities:
- Complete special projects as assigned
- Meet professional obligations through efficient work habits including meeting deadlines, honoring schedules, coordinating resources and meetings effectively and timely, and demonstrating respect for others
- All work responsibilities are subject to having performance goals and/or targets established
