Senior Specialist, Email Marketing

TERM:

Full-Time, Permanent

Overview

Reporting to the Marketing Manager, the Senior Specialist, Email Marketing is a hands‑on executor within CAA North & East Ontario's Marketing team, with a primary focus on leveraging CAANEOs email marketing platform to help optimize email communications throughout the member lifecycle.

They drive member engagement, acquisition and retention by creating impactful, data‑driven email campaigns that are timely, relevant, and aligned with CAANEO's overall business objectives.

The Senior Specialist collaborates across multiple departments and lines of business to ensure email strategies follow email marketing best practices and are driven by data‑informed decisions to achieve measurable results.

They consult in the development of automated journeys and personalized messaging that enhance the customer experience at every stage-from new member onboarding and engagement to loyalty‑building and win‑back initiatives.

The Senior Specialist applies advanced knowledge of email marketing platforms and CRM tools to build and manage lifecycle campaigns, segment audiences, and deliver personalized content at scale.

They analyze campaign performance, track KPIs, and continually optimize content, design, and delivery strategies through testing and performance insights.

They ensure that CAANEO's email communications not only comply with legal standards and best practices but also evolve with emerging trends in digital marketing.

The Senior Specialist has a strong understanding of customer needs, behavior, and motivations, as well as the ability to translate complex data into actionable marketing insights.

They act as a subject matter expert and internal advocate for email marketing, coaching team members on platform capabilities, promoting cross‑functional alignment, developing testing strategies and driving innovation in email engagement.

Responsibilities

Own the development and execution of CAANEO's monthly member newsletter, including content planning, segmentation/personalization, approvals, testing, and post‑campaign analysis.

Manage the email calendar to ensure alignment across all departments and campaigns.

Oversee overall email list health and deliverability (data cleanliness, frequency policy, sender reputation, and suppression governance), escalating risks and recommending corrective actions.

Partner with internal marketing teams to identify opportunities, define measurable objectives, and optimize campaign performance across all lines of business.

Marketing Automation & Optimization

Design, build, and maintain automated customer journeys (e.

g.

, acquisition, onboarding, retention, cross‑sell, re‑engagement, win‑back), including requirements, build standards, QA, and performance monitoring.

Monitor and optimize campaigns through A/B testing, iterative enhancements, and real‑time analytics.

Leverage member data and behaviors to create segmented audiences and scalable personalization (dynamic content, rules/attributes, and lifecycle triggers).

Partner with lines of business on segmentation strategies and campaign content for stronger audience targeting.

Analytics & Reporting

Analyze performance metrics including open rate, click‑through rate (CTR), bounce rate, unsubscribe rate, conversion rate, and revenue attribution.

Develop and present monthly campaign performance reports with actionable insights.

Monitor trends using industry benchmarks and internal targets; surface risks/opportunities and propose actions to improve performance over time.

Compliance & CRM Expertise

Ensure adherence to CAN‑SPAM, GDPR, and CASL requirements.

Maintain strong inbox placement through best practices in sender reputation, authentication protocols (SPF, DKIM, DMARC), and list hygiene.

Serve as a super user of the email CRM platform; train team members on tools, updates, and optimization techniques.

Requirements

The requirements listed below are representative of the knowledge, skill, and/or ability required.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education & Experience

Post‑Secondary degree/diploma in Marketing, Business, Communications, Advertising, or a related field is required.

5-8+ years of progressive experience in email and/or lifecycle marketing, preferably within a membership‑based or B2C organization, with demonstrated ownership of always‑on programs and multi‑stakeholder initiatives.

Additional certifications in email marketing, digital marketing, or CRM platforms (e.

, HubSpot, Salesforce Marketing Cloud, Marketo) are considered assets

Demonstrated success managing large‑scale subscriber lists (100,000+), with a focus on lifecycle marketing and customer retention.

Proven expertise in campaign management, CRM and marketing automation platforms, list segmentation, personalization, and testing.

Experience developing testing strategies and interpreting results to inform targeting, creative, and lifecycle decisions.

Experience using email analytics tools to deliver performance insights and optimize outcomes.

Technical Skills

Strong proficiency with email marketing platforms and CRM tools such as Bloomreach, Salesforce Marketing Cloud, HubSpot, Marketo, or Eloqua

Strong knowledge of CAN‑SPAM, GDPR, and CASL compliance regulations

Understanding of email deliverability best practices, including sender reputation management and authentication protocols (SPF, DKIM, DMARC)

Proficiency in Microsoft Office Suite (Excel, PowerPoint, Word, Outlook)

Experience building and managing complex automated email journeys and workflows

Familiarity with A/B testing tools and methodologies for optimizing email content and performance

Ability to interpret and analyze email marketing KPIs and performance metrics using dashboards or analytics tools

Analytical & Strategic Thinking

Strong analytical mindset with the ability to draw actionable insights from data

Results‑driven approach to planning, testing, and ref.