Director, Email and Mobile Marketing

Neiman Marcus
Bellevue, Washington, United States
20 Jul 2022
17 Sep 2022

Neiman Marcus Group (NMG) has been the premier destination for luxury fashion and goods, superior service, and an elevated retail experience for more than a century. Today, 9,000 associates contribute to the success of NMG's brands: Neiman Marcus, Bergdorf Goodman, Last Call, and Horchow. There are 38 full-line Neiman Marcus stores in cosmopolitan markets across the United States and a sophisticated digital platform that attracts shoppers worldwide. Bergdorf Goodman operates two stores in landmark locations on Fifth Avenue in New York City and, catering to loyal luxury customers globally. NMG also owns five Last Call stores and, an e-commerce site that offers premium furniture and home decor.

As an organization, NMG is on a transformational journey to become the preeminent luxury customer platform. NMG continues to deliver the best integrated customer experience and has evolved the business to succeed in the ever-changing retail landscape. NMG is a relationship business. What differentiates the organization from other luxury retailers are its unique assets: a strong store footprint, the most knowledgeable associates, an engaging online experience, solid brand partnerships, innovative digital and in-store experiences, the most loyal luxury customer base, and a strong balance sheet.

Our customers will always be at the center of everything NMG does. The company continues to reinvest in new technologies that enhance the customer experience. NMG meets customers where they are. NMG's goal is to offer customers a seamless experience across its stores, online, and remote digital selling.

NMG's priority is to develop a highly engaged and high-performing team where everyone belongs. The business attracts and retains best-in-class talent through unique offerings provided to associates in addition to standard employer benefits. These include an innovative way of working, associate discounts on merchandise, tuition reimbursement, associate hardship fund, and paid time off to volunteer, to name a few.

As part of NMG's Environmental, Social, Governance (ESG) work, the organization is focused on driving its core value of being "All Heart." NMG is also assessing its current environmental and social impact while developing a three-year plan to lead the luxury industry in its commitment and transparency to environmental and social sustainability. NMG strives to become an employer of choice, driven by a culture of Belonging. A dedicated team focuses on this journey, directly impacting how NMG conducts business throughout the workforce, workplace, and marketplace dimensions.

NMG has incredibly passionate and committed corporate and store associates. NMG offers associates an environment where everyone feels welcomed, nurtured, and empowered. Our associates are the heart of NMG. As an organization, NMG leads with love - love for customers, love for associates, and love for brand partners.

About Bergdorf Goodman
  • As the house of extraordinary taste for almost 120-years, we are New York's original icon of style. The legendary window on inventive inspiration, Discerning since day one, we define the culture of fashion. We are a community of "creative ingeniuses" Cultivating experiences beyond the expected, and nurturing ideas that inspire the joy of discovery. We thrive on bringing exceptional creative talents together. We are unabashedly luxury. And luxury is ours to define. We are Bergdorf Goodman

The role
  • In this role, the Director, Email and Mobile Marketing will set and define goals to grow subscribers, sales as well as set lifecycle marketing strategies to drive Bergdorf Goodman retention. This individual will lead a growing team to execute and optimize editorial, trigger and transactional marketing efforts. This role is key to welcome new customers to Bergdorf Goodman, drive sales amongst email subscribers and increase engagement and loyalty with the brand. This individual will set the vision to optimize and grow efforts across email and mobile messaging with internal teams and agency partners.

  • Set Email and Mobile Messaging annual and monthly forecasted sales, define overall vision, strategy and goals for short and long term growth
  • Define strategies to improve engagement & conversion rates
  • Define lifecycle marketing strategies supporting CRM customer goals to welcome new customers and ultimately grow retention
  • Analyze and create strategy to improve Email and Mobile list health, deliverability and unsubscribe rates
  • Create a holistic annual roadmap and strategy across trigger, transactional and editorial Emails and Mobile Messaging to optimize the channels to grow sales and engagement
  • Develop monthly forecast to drive sales growth for Bergdorf Goodman through Mobile Messaging and Email
  • Develop new processes and strengthen relationships with internal and external teams including ESP agency, Integrated Marketing CRM, Analytics and Tech teams
  • Refine Email calendar process, CoOp support, Lifecycle Marketing channel strategies
  • Oversee 5+ direct reports, ESP and Mobile App Tracking agency partners, ensuring seamless execution of campaigns
  • Manage team, prioritizing needs with the biggest business impact, managing bandwidth and coaching career growth
  • Proactively problem solve roadblocks as needed
  • Lead team to optimize Mobile and Email channels to exceed monthly goals
  • Optimize the Email calendar, leveraging data to inform content, cadence and targeting changes
  • Define overall test strategy and success metrics, partnering with Analytics to set up tests to gain clear learnings
  • Monitor, pull, analyze and share monthly performance to goals and learnings with stakeholders
  • Act as the Email and Mobile Messaging subject expert, sharing benchmarks, strategy, competitive trends and industry changes
  • Establish benchmarks and best practices
  • Support team in creation of new Mobile Messaging strategies & setup of new tactics to grow app sales and engagement
  • Establish best practices, benchmarks, annual growth goals and roadmap for the annual year to drive growth

Who we are looking for
  • 10-12 years of experience in email marketing for an email agency or in house
  • Experience with Responsys, Bluecore, Braze, Shoprunner, Singular, Epsilon, Urban Airship Cheetahmail and/or other Email and Mobile Marketing platforms
  • Excellent organizational skills, attention to detail, ability to multitask, ability to lead teams to meet deadlines, and prioritize
  • Experience with A/B test design and analysis and pulling reporting via Adobe and ESP platforms
  • Extremely organized project management skills, comfortable leading technical email trigger and mobile app tracking setup
  • Strong leadership and management experience
  • Deep understanding of mobile app tracking setup, ability to lead technical execution across teams
  • Ability to uplevel and clearly communicate strategies while at the same time able to execute campaigns at the tactical level
  • Strong partnership skills to coordinate with Dev, agency and Analytics teams
  • Strong desire and curiosity to learn, continuously improve and expand skills
  • Passion for driving customer loyalty and the email and mobile marketing landscape, proactively monitoring competition and trends to bring new ideas to Bergdorf Goodman
  • Exceptional proactive project management and organization skills, with a keen eye for detail
  • Excellent communication and interpersonal skills
  • Strong analytical skills, understanding of tangible KPIs to meet goals and familiarity with Omniture and Tableau

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