Digital Marketing Manager, Email & SMS

ONLY LOCAL CANDIDATES WILL BE CONSIDERED THIS IS A FULLY ON-SITE ROLE. HYBRID AND REMOTE WORK OPTIONS ARE NOT AVAILABLE. ABOUT BALFOUR & CO. Since 1913, Balfour & Co. has helped students and their families celebrate life’s most meaningful moments and more than a century later, that mission still drives everything we do. Today, we’re one of the world’s largest collegiate and high school commencement services companies, home to iconic brands including Balfour®, GradImages®, and ArtCarved®. From class jewelry and yearbooks to cap & gowns, apparel, and photography, we turn milestones into keepsakes through digital innovation and deep, lasting school partnerships powered by nearly 5,000 team members across North America. POSITION SUMMARY The Digital Marketing Manager, Email & SMS owns the planning, build, deployment, and performance of email and SMS marketing programs across all Balfour & Co. brands and divisions. Reporting to the VP of Ecommerce, this role ensures accurate audience targeting, strong inbox deliverability, and full regulatory compliance, turning data-driven insights into campaigns that drive engagement, conversion, and revenue. This position is located in our corporate headquarters in Aventura, FL onsite full time. ESSENTIAL FUNCTIONS • Campaign Execution: Plan, build, and deploy promotional, triggered, and lifecycle email and SMS campaigns aligned with the marketing calendar and brand standards. • Automation & Personalization: Develop and optimize automated journeys (welcome, abandoned cart, post-purchase, re-engagement) using dynamic content and personalization. • Audience & Segmentation: Build and validate audiences via queries, databases, contact lists, and relational tables in partnership with the VP to reach target segments. Develop strategies to reactivate inactive contacts, improve list engagement, and optimize audience health through targeted segmentation and lifecycle marketing. • Quality Assurance: Own each brand’s sent checklist; test every message for rendering, mobile responsiveness, links, personalization, and accessibility before deployment. • Deliverability: Monitor deliverability daily (inbox placement, bounces, complaints, sender reputation); maintain SPF, DKIM, and DMARC alignment and list hygiene; escalate issues promptly. • Testing & Optimization: Test emails for accuracy in design and functionality • Performance Reporting: Track and report KPIs (open, click-through, conversion, revenue per email, unsubscribe, and list growth) and recommend data-driven improvements. • Database Management: Perform recurring QA on each ESP database; maintain a thorough understanding of all opt-in sources and preference-center settings by brand. • Compliance & Data Privacy: Ensure all email marketing campaigns and automated flows comply with CAN-SPAM, CASL, applicable U.S. state privacy laws (including CCPA/CPRA), Canadian privacy laws (including PIPEDA and applicable provincial legislation), and mailbox-provider bulk-sender requirements. Maintain accurate consent records, manage opt-in and unsubscribe preferences, enforce suppression lists, and ensure compliant collection, use, sharing, and retention of customer data. • Collaboration: Partner with creative, sales department, e-commerce, and IT teams; use internal CMS platforms and report technical issues to the VP of Ecommerce. EDUCATION/EXPERIENCE • Education: Bachelor’s degree (BA/BS) in Marketing, Communications, Technology, Business, or a related field. • Experience: 3+ years of hands-on email marketing experience; commencement, education, or e-commerce industry experience preferred. • Platforms & Automation: Experience with email service providers (ESPs) such as Klaviyo; knowledge of campaign management, automated flows, behavioral triggers, and lifecycle marketing. Experience integrating third-party data sources to enable audience segmentation, personalization, and behavior-based email campaigns. Working knowledge of HTML/CSS for email. • Technical: Strong Microsoft Office skills (Excel, Word, Outlook); familiarity with SQL or audience query tools, Google Analytics, and CMS platforms. Experience with Klaviyo or other related email database systems a plus. • Competencies: Exceptional attention to detail, analytical and problem-solving skills, and the ability to manage multiple projects and meet tight deadlines.