Manager, Marketing

At Shutterfly, we make life’s experiences unforgettable. We believe there is extraordinary power in the self-expression. That’s why our family of brands helps customers create products and capture moments that reflect who they uniquely are.

Position Overview:
The Shutterfly CRM team is seeking a highly motivated and experienced Marketing Manager to support the Direct Mail channel. The Manager will drive strategic planning, execution and analysis for Direct Mail (DM) campaigns that drive customer engagement, acquisition, and retention across both the Shutterfly and Snapfish brands. This role will manage one direct report, with partnership across functions, including Finance, Integrated Marketing, CRM, Data Science, Analytics, and Creative.

The Direct Mail Manager will drive overall strategy, own testing roadmaps, plan and execute DM campaigns, work with cross-functional teams including creative, data science and analytical resources, and manage key relationships with external agencies and printers. This role develops audience strategy, manages forecasts to top-line and incremental revenue targets based on available budget and drives post-campaign analyses. The Direct Mail Manager owns various daily, weekly and seasonal batch campaigns (including creative development, audience strategy, test designs and execution), while also providing key strategic and executional support on a variety of seasonal mailings, including Graduation and Holiday.

This role requires a strategic thinker with a strong background in direct mail marketing, data analysis, and project management. Successful candidates will possess strong marketing fundamentals, strong organizational and cross-functional collaboration skills plus deep analytical and Excel experience.

Key Responsibilities:

• Campaign Strategy and Planning:
• Develop and implement direct mail marketing strategies to meet business objectives. Ensure alignment of direct mail campaigns with overall marketing strategies.
• Plan, execute, and optimize direct mail campaigns, including audience strategy, creative development, and production.
• Campaign Execution:
• Coordinate with internal teams and external vendors to produce direct mail campaigns.
• Ensure timely and accurate delivery of direct mail campaigns.
• Data Analysis and Reporting:
• Monitor, analyze and report on key campaign performance metrics such as response and conversion rates, ROAS and incrementality.
• Provide actionable insights and recommendations for campaign optimization.
• Budget Management:
• Manage campaign budgets and ensure cost effective execution.
• Track and report on campaign expenditures.
• Collaboration:
• Work closely with cross-functional teams, including Finance, creative, data science, analytics, pricing, brand and merchandise teams.
• Manage vendor relationships to ensure timely and cost-effective execution of direct mail initiatives.
• Market Research:
• Stay current with industry trends and best practices to continuously improve direct mail marketing efforts.
• House File Management:
• Assess and improve the health of the House file through regular scoring and other means; improve the quality of House file by identifying opportunities for meaningful data appends, suppression as other hygiene actions.
• Identify opportunities for customer journey, upsells and migration between Snapfish and Shutterfly brands

Skills Requirements:

• Drive. Drive new and existing customer revenue and incremental return targets by developing and executing high impact direct mail campaigns.
• Budgeting acumen. Develop quarterly DM program plans, including forecasting revenue and budget requirements, partnering closely with Finance. Ensure programs are optimized for costs and within budget.
• Strategic Mindset. Develop strategies and plans for new and existing DM programs and get buy-in from key stakeholders. Identify program opportunities and create actionable plans to integrate these insights into DM strategies.
• Executional Excellence. Put together circulation/mail plans including house file segmentation and work with outside vendors on Prospect and Existing Customer strategies.
• Deep Understanding of Direct Marketing Tactics. Work with in-house Creative team to develop cutting edge, high quality direct marketing materials; serve as “best practices” expert to optimize efficiency and quality of deliverables. Position Shutterfly & Snapfish competitively in marketplace.
• Strong Communication Skills. Write cohesive, organized creative and test briefs for key programs. Lead efficient and effective meetings across DM campaign life cycle. Prepare test result share-outs to peers and C-suite level. Strong interpersonal skills.
• Highly Analytical. Gain understanding of program results through data review and interpretation, put together clear and concise analyses of performance including recommendations based on segment and test results. Comfortable in Excel and translating results into actionable business insights with comfort with presenting results to Executive level.
• Project Management. Ensure assigned deliverables meet expectations, are on strategy and are on time. Drive all stakeholders throughout campaign life cycle.
• Collaborative. Work closely with cross-functional teams, such as Integrated Marketing and Merchandise to implement integrated, on-brand DM campaigns.

Background Requirements:

• You have a Bachelor’s degree in Marketing, Business, or a related field.
• You have a minimum 10 years of retail Direct Mail marketing experience or a similar role. Proven track record of developing and executing successful direct mail campaigns.
• You’ve worked directly with creative teams and/or ad agencies and evaluated creative assets.
• Your strong project management skills lead to success with cross functional teams: collaborating with creative, product, business, and management.
• You have demonstrated exceptional organizational skills and time management. You have the ability to manage multiple projects at once with strong attention to detail.
• You are an independent self-starter; with the ability to multi-task in a fast paced environment and willing to wear many hats.
• You have demonstrated the ability to manage expectations and proactively find solutions when issues arise.

Supporting a diverse and inclusive workforce is important to Shutterfly not only because it directly reflects our value of Embracing our Differences, but also because it’s the right thing to do for our business and for our people. We welcome all applicants and evaluate them based on their qualifications, without regard to age, race, creed, color, national origin, ancestry, marital status, affectional or sexual orientation, gender identity or expression, disability, nationality, sex, or other characteristic covered by law. Learn more about our commitment to Diversity, Equity, and Inclusion on our Career Site.