About the position
As the Manager, Email Marketing & Personalization at NYC Tourism + Conventions, you will lead the channel strategy, execution, and optimization of our email marketing programs. This role is responsible for driving consumer engagement, retention, and revenue growth through personalized, data-driven email campaigns that span the entire consumer journey. The ideal candidate is both creative and analytical, with experience in segmentation, automation, A/B testing, and campaign optimization to maximize both lifetime value (LTV) and personalized experiences. This role is an exciting opportunity to shape and elevate the email marketing function at NYC Tourism, driving both acquisition and retention through innovative and data-driven email strategies. This is a high-impact, cross-functional role requiring strategic thinking, precision, and a passion for connecting audiences to NYC.
Responsibilities
- Lead the development and execution of a comprehensive email marketing strategy across B2B and B2C, including batch campaigns, trigger-based emails, and lifecycle journeys
- Manage the full campaign lifecycle: content calendar planning, briefing, creative review, QA, deployment, reporting, and optimization
- Collaborate across teams (editorial, UX, media, partnerships, events, sales) to ensure email supports business and marketing goals
- Own audience segmentation and personalization campaigns
- Build and monitor behavioral, demographic, and interest-based segments to support lifecycle marketing, partner campaigns, and editorial engagement
- Leverage first-party data and testing insights to refine targeting, messaging, and performance
- Implement or enhance automation and triggered emails to ease workload and increase email traffic and engagement on NYCTourism.com
- Monitor and optimize KPIs (open rate, CTR, LTV, conversions, unsubscribes, deliverability), and use insights to inform ongoing improvements
- Conduct A/B and multivariate testing across creative, send time, subject lines, and CTAs
- Responsible for list hygiene and maintenance
- Report on email performance monthly and on a campaign basis
- Manage day-to-day relationship with the email service provider and personalization partners
- Ensure technical accuracy, deliverability, and best practices are maintained across campaigns
- Identify new platform features and emerging tools to drive innovation and efficiency
- Assist in contract renewals and invoicing
- Curate email calendar in alignment with traffic, performance and business goals as well as the editorial calendar
- Work closely with Media team from brainstorm to execution for cross-channel alignment
- Act as the internal expert on email best practices including emerging trends, technology, testing, design, deliverability and engagement
- Partner closely with creative, marketing, media, and analytics teams to align email with broader marketing and content strategy
- Monitor industry trends and competitive benchmarks to keep NYC Tourism’s email program best-in-class
- Oversee all aspects of email planning, asset curation, build and approval
- Create a testing strategy for continuous improvement
Requirements
- 5+ years of experience in email marketing, including lifecycle, CRM, or performance marketing (travel, tourism, agency, lifestyle, or cultural brand experience a plus)
- Expertise in segmentation, list management, testing methodologies, deliverability, and compliance (CAN-SPAM, GDPR)
- Proficient in CDPs, ESPs (e.g., Sailthru), and personalization platforms
- Knowledge of best practices for email creative and templates, segmentation, dynamic content, testing methodologies
- Proven track record managing B2B and B2C email campaigns from strategy through execution
- Strong analytical skills and experience working in reporting dashboards and spreadsheets such as Adobe, GA4, LookerStudio
- Understanding of customer experience/journeys and personalization
- Ability to work in fast-paced environment and effectively prioritize and multi-task
- Excellent communication skills and a collaborative spirit
Nice-to-haves
- Strong design sense and experience in Figma
- Technical fluency with HTML; ability to QA and troubleshoot coding problems
- Prior CRM or CDP experience
- Experience onboarding and implementing effective personalization platforms and campaigns
- Passion for New York City, its communities, neighborhoods, and experiences
