Role Overview
The Marketing Specialist will support the planning, development, execution, and optimization of personalized direct marketing initiatives across key customer communication channels. The role works closely with Creative, Marketing, Campaign Operations, and Compliance teams to ensure campaigns are timely, relevant, accurate, and aligned with brand and regulatory requirements.
Key Responsibilities
- Develop and execute targeted customer communications across email, SMS, direct mail, and other owned channels in line with established campaign priorities and communication calendars.
- Translate campaign objectives into clear, customer-focused content and collaborate with Creative teams to develop messaging, layouts, and reusable communication assets.
- Manage and organize content libraries, including reusable templates, content blocks, personalized elements, and campaign versions, ensuring proper tagging, accessibility, approvals, and governance.
- Coordinate campaign setup and pre-launch quality assurance, including audience targeting, segmentation, personalization, tracking parameters, links, and delivery readiness.
- Monitor campaign execution and work with relevant teams to identify and address issues affecting customer reach, engagement, or conversion.
- Support the responsible use of AI-enabled marketing tools for content ideation, drafting, summarization, and content variations, while ensuring all outputs undergo appropriate human review.
- Conduct controlled tests across messaging, content, offers, or other campaign elements to identify opportunities for improved customer engagement and conversion.
- Analyze campaign results and translate findings into actionable recommendations, while maintaining learnings, best practices, and campaign playbooks for future use.
- Track and consolidate key direct marketing metrics, including engagement, conversion, delivery performance, customer complaints, and subscription or preference trends.
- Prepare regular campaign performance updates and proactively recommend adjustments to improve channel effectiveness and customer experience.
- Work closely with Compliance, Legal, and other control functions to ensure customer communications meet internal policies, regulatory requirements, and applicable marketing standards.
- Maintain appropriate campaign documentation, approvals, testing evidence, and audit trails to support governance and compliance requirements.
Qualifications
- Bachelor's degree in Marketing, Communications, Business, or a related field.
- 2–5 years of experience in direct marketing, CRM, lifecycle marketing, digital marketing, campaign management, or a related discipline.
- Experience working with email, SMS, direct mail, CRM, or other customer communication channels.
- Strong understanding of campaign execution, audience segmentation, personalization, and marketing performance metrics.
- Comfortable working with content management, campaign automation, CRM, or marketing technology platforms.
- Strong attention to detail, particularly in campaign QA, content accuracy, data handling, and compliance requirements.
- Analytical mindset with the ability to interpret campaign results and convert insights into practical recommendations.
- Strong written communication and stakeholder management skills.
- Ability to manage multiple campaigns and deadlines in a highly regulated environment.
- Experience in healthcare, insurance, financial services, or another regulated industry is an advantage.
