Market Development (Marketing) Manager

Indigo is a physical and digital place inspired by and filled with books, ideas, beautifully designed lifestyle products, and the creative people who help make it all happen. Indigo is our customer's happy place — for joyful moments of discovery and to connect with people who share their passion for reading, their belief in ideas, and their commitment to making the world a better and more beautiful place.
We Will Be Customer Centric
We Will Be Committed to Caring About Each Other, Our Communities, and Our Environment
We Will Be Systems Thinking, Data Driven and AI enabled
The Manager, Email Marketing & SMS oversees the strategy, development and maintenance of the email & SMS marketing calendars in close collaboration with the brand, trade, and merchandising teams, ensuring alignment with company priorities and seasonal campaigns, while supporting the strategic planning of Indigo’s personalization and automation roadmap.
As a key representative of the Email Marketing team in cross-functional strategic meetings, this individual plays a central role in shaping campaign strategy, briefing and execution processes, and performance reporting.

KEY PERFORMANCE METRICS

Drive email performance metrics, including open rates, click-through rates, conversions, and revenue contribution from email
Ensure brand consistency and relevance in email creative and messaging across customer segments, both in triggered emails and campaigns
Manage the day to day and maintain a very robust email marketing calendar to meet the needs of business – ensure it is up-to-date, and changes are communicated to key stakeholders (creative team, production team & merchants)
Create & stand-up SMS strategy that addresses partnerships, data privacy, acquisition and content
Lead campaign analysis and reporting, providing insights and recommendations to optimize future campaigns
Partner with brand, loyalty, site, print, and merchant teams to shape weekly and seasonal email and SMS plans
Coordinate closely with creative, site, merchandising, brand, and data teams to align messaging, content, and segmentation strategies
Act as the primary voice of the email marketing team in cross-functional campaign and brand meetings
Submit creative briefs aligned with business goals and customer experience
Manage campaign content, stakeholder reviews and edits, ensuring milestones and interim deadlines are met to ensure on-time deployment
Own quality assurance on all coded emails with production team to ensure products, content, legal, and links are correct to ensure error-free deployment
~ Identify A/B testing opportunities; track and share learnings, make recommendations and implement them based on those learnings to improve performance and efficiency

Reporting & Continuous Improvement
Own post-campaign analysis and reporting; identify trends and performance insights
Stay up to date with trends and best practices in email marketing and share this information with the marketing team
Act as an advocate for the customer by placing them at the forefront of all decision-making and design processes
Provide coaching and feedback to elevate executional excellence and strategic thinking
set appropriate team objectives at the start of the performance management cycle and measure employees against their related individual accountabilities
Collaborate with others to drive flexible and iterative solutions, quickly and easily
Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself
Encourage others to freely share their point of view and be open to feedback
Celebrate diversity of thought and have an open mindset
Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
Reports to: Senior Manager, Email Marketing
Manager once Removed (MOR): VP, Marketing Strategy & Omni Channel Communication
Email marketing team
Customer Intelligence team
Creative Studio (Copy & Design)
Online Merchandising Team
Category Managers in various departments (Print, GM – Adult & Kids)
Customer service
Work Experience / Education / Certifications
Bachelor’s degree in Marketing, Communications, Business or a related field, or a combination of education & work experience deemed equivalent.
Minimum 3 years progressive experience in email / brand marketing within a fast-paced retail or e-commerce environment.
Experience in building and executing integrated marketing campaigns with multiple stakeholders.
Proficiency in project management tools (e.g., Trello, Asana) and Microsoft Office.
Strong understanding of email KPIs, customer segmentation, and deliverability best practices.
Ability to manage multiple highly detailed tasks accurately while reacting with urgency and reprioritizing as needed to ensure all objectives and project deadlines are met.
Exceptional organizational and project management skills.
In certain aspects of the hiring process artificial intelligence (AI) tools may be used, specifically for screening and assessments. These tools support our team and are used to help bring relevant criteria to the foreground and do not replace human judgment. We regularly review these tools to help prevent bias or discrimination.
At Indigo, Diversity, Equity, Inclusion, and Accessibility are core to our values. We integrate these principles into our training, policies, and hiring practices and continuously evolve to reflect the needs of the communities we serve. We welcome applicants from all backgrounds and lived experiences, including but not limited to individuals who identify as BIPOC (Black, Indigenous, and People of Color), members of the 2SLGBTQIA+ community, and persons with disabilities.