Sr. Manager Direct Marketing

Primary

Responsibilities

Lead the content strategy for 1:1 direct marketing channels (email, SMS, direct mail), defining channel objectives, content frameworks, audience engagement approaches, and personalization strategies aligned to business goals. Establish governance and standards for content components, modular content architecture, taxonomy, accessibility, version control, and approval processes to ensure scalability and consistency across campaigns. Develop campaign and journey strategies by defining audience segmentation approaches, personalization frameworks, testing roadmaps, and channel optimization opportunities in partnership with campaign execution teams. Drive the strategic adoption of AI-enabled marketing capabilities, identifying opportunities to improve content effectiveness, personalization, productivity, and customer experience while ensuring compliance and brand integrity. Own the testing and optimization strategy across direct marketing channels, prioritizing experimentation, defining success metrics, interpreting results, and translating insights into actionable recommendations and best practices. Analyze channel performance and customer engagement trends, providing strategic insights and recommendations to improve acquisition, retention, conversion, and overall campaign effectiveness. Serve as the strategic liaison with Compliance, Legal, Privacy, and Risk partners, ensuring marketing strategies align with HIPAA, TCPA, ADA, and internal governance requirements while enabling business growth and innovation. Influence the direct marketing roadmap, identifying opportunities to enhance customer lifecycle communications, retention programs, personalization capabilities, and channel effectiveness through data-driven decision making. Partner with cross-functional stakeholders across Marketing, Analytics, Product, Customer Experience, and Technology teams to shape audience strategies, customer journeys, and long-term engagement initiatives. Qualifications5+ years in direct marketing content operations (email/SMS/direct mail) within a regulated environment; healthcare experience a plus. Practical proficiency with journey tools, content management/tagging, QA, and analytics dashboards. Comfort using AI tools for drafting and optimization, with strong attention to detail and governance. Strong organization and project management skills; ability to juggle multiple campaigns and deadlines. Clear communicator and collaborative partner with creative, analytics, and product teams. Bachelor’s degree in marketing, communications, or related field. Amenable to working night shift (8PM - 5AM Manila time)