Job description:
Spinrite is the largest craft yarn and sewing thread company in North America. As an industry leader focused on driving growth and execution excellence, we are looking for an Email & CRM Lead to join our growing Digital Marketing team.
Reporting to the Director, Digital Marketing, as our Email & CRM Lead, you are responsible for our email and SMS programs from start to finish, including calendar planning, campaign builds, segmentation, lifecycle automation, and testing. You will partner closely with our Brand, Creative, and DTC eCommerce teams and own the KPIs
that track engagement and results. This hands-on role is ideal for someone who enjoys building, testing, and continually improving.
Duties and Responsibilities:
- Own and run our email and SMS marketing calendar, launching campaigns on schedule and aligned with the broader marketing plan
- Partner with Brand, Creative, and DTC eCommerce teams to create engaging, on-brand content that drives our KPIs.
- Build and QA each campaign before launch, checking copy, links, personalization, and rendering across email clients and devices.
- Lead our test-and-learn program by designing, running, and analyzing A/B tests, then turning the results into next steps.
- Develop segmentation strategies using customer behavior and purchase data to deliver more relevant content and improve opens, clicks, conversions, and deliverability.
- Map the customer lifecycle, optimize existing automated flows (welcome, abandonment, post-purchase, win-back), and launch new ones to address gaps.
- Grow our subscriber base through effective acquisition channels and sign-up incentives, focusing on engaged, opted-in contacts.
- Monitor deliverability and list health, including sender reputation, authentication, and inbox placement.
- Report on program performance in weekly meetings with cross-functional partners, share learnings, and follow through on action items.
- Stay current on developments in email, SMS, and CRM, including AI-assisted personalization and new platform features, and bring forward ideas worth testing.
- Follow standard health and safety procedures and report any workplace hazards (this role has no responsibility for the health and safety of others).
- Other duties as assigned.
Qualifications:
- 3+ years of hands-on experience working with Klaviyo, Mailchimp, Marketo, or other email service providers and marketing automation platforms is required.
- Experience working in a fast-paced environment with multiple initiatives, tasks, and teams all requiring your attention.
- Post-secondary school diploma in digital marketing, web development, or related program.
- Hands-on experience running email and SMS programs, ideally in a direct-to-consumer or eCommerce business.
- Working knowledge of an email/SMS platform such as Klaviyo, Salesforce Marketing Cloud, or Braze.
- Functional knowledge of HTML and CSS for email.
- A strong grasp of privacy and anti-spam rules, including CASL, GDPR, and TCPA.
- Data proficiency: You can generate performance reports, interpret test results, and translate the findings into clear recommendations.
- Strong organization and attention to detail, with the ability to manage several projects at once without losing accuracy.
- Clear written and verbal communication.
- A habit of fixing problems, improving processes, and proposing new ideas.
- Comfort working independently and coordinating with cross-functional teams.
Skills Required
- 3+ years of hands-on experience with Klaviyo, Mailchimp, Marketo, or other email service providers and marketing automation platforms
- Experience working in a fast-paced environment with multiple initiatives, tasks, and teams
- Post-secondary diploma in digital marketing, web development, or a related program
- Hands-on experience running email and SMS programs
- Experience in a direct-to-consumer or eCommerce business
- Working knowledge of Klaviyo, Salesforce Marketing Cloud, or Braze
- Functional knowledge of HTML and CSS for email
- Strong knowledge of privacy and anti-spam rules, including CASL, GDPR, and TCPA
- Ability to generate performance reports, interpret test results, and make recommendations
- Strong organization and attention to detail while managing multiple projects
- Clear written and verbal communication skills
- Problem-solving, process improvement, and idea generation skills
- Ability to work independently and coordinate with cross-functional teams
What We Do
We are an inspiration and education-driven crafts company in the North American market. Bernat, Red Heart, Caron, Coats & Clark and Yarnspirations are our key brands, supporting brick and mortar and e-commerce sales channels. In 1952, Spinrite as it is known today was formed by our founder, David Hay. Over the years, we have grown significantly through organic and acquisition-based growth. Today, we are the largest marketer of craft yarns and consumer sewing thread in North America. This year, we are very proud to be celebrating our 70th anniversary. For more information on our company, please visit Spinriteyarns.com. At Spinrite, we... 1. Promote collaboration. 2. Grow through learning…every day. 3. Take initiatives to make things better. 4. Own our mistakes and help others through theirs. 5. Think and act like an owner. 6. Celebrate ALL our successes, big and small. 7. Drive innovation and change. 8. Focus intensely on serving our customers better every day 9. Play to win as a team.
