At National Vision we believe everyone deserves to see their best to live their best. We help people by making quality eye care and eyewear more affordable and accessible.

National Vision is one of the largest optical retail companies in the United States with over 1,300 stores. We operate five retail brands: America’s Best Contacts & Eyeglasses, Eyeglass World, Vision Centers inside select Walmart stores and Vista Optical inside Fred Meyer stores and on select military bases. We offer an innovative culture where training is a priority, hard work is praised, and career growth is a reality.

National Vision is currently looking for a Email Strategy & Content Lead to join our growing team!

The role will lead the planning and content for CRM email strategy for 4 of our leading Optical brands . This position is responsible for shaping a complex strategy to improve customer retention by improving the relevance and influence of one-to-one customer email communications while ensuring a balance between company and customer objectives.

What Would You Do? The Specifics.

• Develops strategy for CRM email programs consistent with brand promises and supporting key brand initiatives across all communication channels.
• Collaborates with brand team, creative, web content team, and other internal departments to develop messaging calendar and strategy
• Develops strategy for cadence, audience selection, versioning and message content for life cycle and promotional based messages ensuring all emails in the program align with overall Brand Goals, Tone of Voice, Guidelines, and Direction for each brand.
• Develops and presents creative briefs and manages the content development process for all email, including the development of imagery, copy, content, landing pages, and links in time for campaign execution.
• Writes compelling subject lines and develops content plans for engaging, informative, and results-oriented emails. Drafts copy, alters graphical content, codes and tests email creative as needed.
• Collects and integrates feedback from brand teams, retail & field operations, and other team members into strategic email plan, life cycle journey emails, and specific email briefs.
• Provides guidance on coding emails, including link destinations, personalization elements, legal disclaimers, and testing expectations.
• Reviews content (copy, images, legal disclaimers) at all stages for consistency, clarity and effectiveness, including grammatical clarity, CAN-SPAM, & legal compliance. Executes final quality check for creative and list selection/approvals and ensures that list selection meets approved guidelines and is on time.
• Participates in developing strategy for A/B testing within the email channel, including send time, creative, offer, and subject line optimization aimed at developing best practices for ongoing campaigns.
• Develops and directs strategy for using first, second, or third party data to create more personalized communications including content recommendations, message timing and frequency, and offers.
• Reviews the performance of email, including conversion rate, messaging, segmentation, click-thru rates and other KPIs to recommend improvements to future campaigns.
• Stays up to date and informed on the latest email technologies and trends to inform and influence NVI’s email strategy.

Work Experience

• 6+ years Experience in core disciplines of Loyalty Marketing (e.g. segmentation, digital marketing channels, email marketing, customer engagement , loyalty programs, etc). (Required)
• 2-4 years years of email marketing experience (strategy, creative direction, CAN-SPAM, related systems/vendors and analytics (Required)
• 4-6 years years experience in CRM, database and retention marketing experience with a multichannel retailer or manufacturer. (Required)

Education

• Four year college degree or equivalent experience. Business or Marketing

Additional Skills

• Marketing Platform experience: SAP Marketing Cloud, Salesforce, Responsys, Unica, Marketo, HubSpot, etc.
• Proven success in insight-driven CRM marketing.
• Experience with understanding interfaces between CRM and ESP systems.
• Intermediate to advanced HTML coding experience, including responsive email design.
• Experience with Adobe Creative Suite including image editing & creation.
• Basic to intermediate experience with JavaScript, UI design, landing page design & coding.
• Experience within a HIPPA compliant industry.

Taking Care of our People!

We understand the importance of financial health and security, and because of that, we provide competitive compensation to all Associates. We also offer a comprehensive benefits package including health and dental insurance, 401k retirement savings with company match, flex spending account, paid personal time off, paid company holidays, parental leave, employee eyewear discount and much, much more. At National Vision, we strive to deliver opportunities for professional growth and long-term career fulfillment. We provide training programs, access to educational courses and pride ourselves on the ever-increasing amount of promotions from within.

We value and respect the unique and individual differences that everyone brings. We embrace all differences in matters of diversity, equity, and inclusion to create a place where people want to come, stay, and do their best work.

We are an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetic information, disability, veteran status, and other legally protected characteristics.