Email Automation Manager

Position Overview

Follett Higher Education is a leading educational service provider and omnichannel retailer that provides students, faculty and staff, parents, and fans with the course materials, learning tools, and retail services needed to successfully support the collegiate journey. Follett Higher Education supports over 6 million students through its 1,100 physical and 1,750 eCommerce campus stores across North America.

The Email Automation Manager will be responsible for managing both daily campaign calendar execution and overseeing triggered and automated deployments that total approximately 1 billion promotional emails annually. Serving as the primary lead for developing CDP automated campaigns, including loyalty deployments, this role will collaborate closely with campaign planning to ensure seamless campaign execution from inception through deployment. The manager will drive the operational excellence of email campaigns, aligning initiatives with consumer lifecycle strategies to maximize engagement, retention, and revenue.

Responsibilities

Campaign Development & Execution:

• Lead development, deployment, and optimization of email marketing campaigns across multiple brands and departments within FHEG, supporting 1,000+ campus bookstores and corresponding customers.
• Manage full campaign lifecycles, including planning, design, setup, testing, scheduling, deployment, and performance optimization.
• Maintain compliance with applicable email regulations in coordination with and guidance from Follett compliance counsel.
• Monitor reporting to ensure campaign targeting and messaging accuracy.

Automation Flow Development:

• Develop new email automations and triggered emails, including loyalty emails.
• Execute personalized campaigns, including marketing, transactional, and auto-triggered messages.
• Act as the gatekeeper of loyalty deployments and messaging, ensuring consistency and cohesion across systems, channels, and customer-facing touchpoints.
• Partner with leadership to effectively leverage the CDP and customer behavioral data in planning and execution.
• Maintain acquisition counts and reporting across all acquisition touchpoints.

Collaboration with Campaign Planning and Senior Leadership:

• Serve as a conduit between campaign planning, creative design, and the lifecycle team, maintaining consistent SLAs and lead times for asset delivery and creative direction applicable for direct-to-consumer messaging.
• Collaborate on creative, targeting, and deployment strategies to maximize impact.
• Provide campaign performance insights and recommendations cross-departmentally to drive continuous improvement.
• Ensure business goals are met by aligning campaign execution with consumer lifecycle contact strategies.
• Execute Special Projects as directed by senior leadership.

Qualifications

• Bachelor's degree or equivalent in Marketing, eCommerce, CS, Digital, or a related discipline required.
• 5+ years of experience in email and/or SMS marketing, with proven ability to manage large-scale, high-volume campaigns (1B+ annual sends).
• Minimum 3 years of direct B2C campaign deployment experience; familiarity with Oracle Responsys or similar ESP preferred.
• Subject matter expertise in email marketing, including data privacy regulations (CAN-SPAM, TCPA, GDPR) and platform functionality.
• Proficiency in A/B and multi-variant testing, dynamic content personalization, and lifecycle contact strategies.
• Experience or knowledge of HTML and CSS coding is preferred.
• Familiarity with AI tooling and/or Adobe Creative Suite (Photoshop, Illustrator, Dreamweaver) preferred.
• Strong project management skills; ability to prioritize multiple initiatives and deliver on deadlines in a fast-paced environment.
• Highly collaborative with proven success working cross-functionally with both internal teams and external partners.
• Detail- and process-oriented, with excellent organizational, interpersonal, and communication skills.
• Limited non-standard hours to support hot market activity, game wins, season peaks, etc.