Marketing Manager, CRM Communications - Toronto, ON | Kobo Incorporated | | 05/12/14
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Marketing Manager, CRM Communications full-time

Location: Toronto, ON
Company Name: Kobo Incorporated ()
Category: Business Dev/Sales, Communications, Marketing
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Reporting to: Director, Customer Retention and Loyalty Marketing

This role is focused on driving engagement, eBook units and revenue from the CRM email channel through weekly CRM tactics including worldwide deployments of Recommendations and New Releases emails.

Along with these regular communications this role will be responsible for promotions through the delivery of monthly discount offers and monthly interactive contests.

This role needs an individual with a strong background in direct marketing and a strong focus on optimization via measurement and testing. They bring experience with email best practices, a love of online marketing, strong business measurement acumen and the ability to thrive in a fast-paced, continually changing and challenging environment.

Key Responsibilities

Manage Weekly Retention Programs:

  • Work with the Director to set the yearly CRM campaign calendar and manage weekly merchandising meetings setting the schedule on a quarterly and bi-weekly basis
  • Manage on-going New Release campaigns and 1:1 Recommendation campaigns working with the marketing specialist, merchandising and BigData teams
  • Implement and optimize genre specific New Release campaigns
  • Implement Recommendation tests including content, copy and format
  • Manage bi-weekly/monthly discount offers:
  • Organize discount offers working with the merchandising team
  • Conceptualize and implement new offer types testing against prior ‘winners’
  • Measure the impact of each promotion – units, net sales, margin $, ROI
  • Compile, present and distribute bi-weekly/monthly reporting
  • Work closely with the CRM Production team and Director to ensure the calendar deployments can be met
  • Work closely with the Director on optimizing the overall weekly email templates to drive stronger engagement through relevant copy and content
  • Build and manage the email calendar by understanding email performance and optimize as required to meet weekly and monthly revenue email goals
  • Compile, present and distribute weekly/monthly campaigns including reporting on all regular email stats as well as rev/user, ROI and response lift vs. existing campaigns and control groups
  • Liaise with the merchandising team, external creative agency, production, IT and outside vendors on a regular basis

Manage Monthly Interactive Contests:

  • Manage the monthly interactive contests briefing the agency on new concepts
  • Provide direction to the agency on concept creation, creative and copy
  • Work with the internal production group to manage concept to contest engine completion
  • Proof, test and provide final approve to launch monthly contests
  • Manage contest issues working with internal production and customer care as required
  • Manage contest prize fulfillment
  • Measure monthly campaigns by country and recommend optimization based on measurement
  • Conceptualize an interactive contest platform for agency based markets

Direct Reports: 1 Marketing Specialist


  • 3 – 5+ years in CRM, or e-commerce marketing with a heavy focus on email campaign strategy, structure and campaign management
  • Strong understanding of email marketing and direct marketing principles and as well as email best practices
  • Strong analytical skills to enable optimization from past campaign learning
  • Strong technical skills as it relates to email database deployment, creating segments within an email tool environment and reporting on campaigns
  • Thrives in fast, dynamic, ever-changing culture and works well under pressure
  • Detail oriented with strong organizational and project management
  • Excellent verbal and written communication skills
  • Bonus: Worked with Cheetah Mail, Responsys or other comparable email tool with heavy segmentation
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