The Sr. Manager of Global Email Marketing at Instructure is responsible for owning the global email marketing strategy, managing the email marketing calendar, leading a team of email marketers, and ensuring effective collaboration with stakeholders across the organization. This role includes developing and optimizing email programs, driving engagement and retention campaigns, leveraging tools like Marketo and Salesforce for automation, and tracking performance metrics to enhance email effectiveness.

To qualify for the Sr. Manager of Global Email Marketing position at Instructure, you should have at least 5 years of experience in email marketing, with a solid background in managing teams. Proficiency in using Marketo and Salesforce is required, alongside strong project management skills. Familiarity with HTML/CSS for email design and experience in the B2B SaaS sector are preferred. A customer-centric mindset and excellent communication abilities are essential for success in this role.

The Sr. Manager of Global Email Marketing plays a vital role in shaping the company’s communications strategy, directly impacting customer engagement and retention rates. By developing effective email campaigns, optimizing user journeys, and analyzing performance data, this role drives measurable business results. The person in this position fosters a high-performing marketing team that rallies around shared goals, making significant contributions to Instructure's mission.

In the role of Sr. Manager of Global Email Marketing at Instructure, you'll primarily work with Marketo and Salesforce to oversee email campaign execution and automation. You will also utilize data analytics tools to monitor email performance, run A/B tests, and employ project management systems like Asana to coordinate your team's efforts efficiently. These tools help ensure that email marketing efforts are optimized for engagement and scalability.

Instructure fosters a collaborative and inclusive company culture where creativity, innovation, and diverse perspectives thrive. As a Sr. Manager of Global Email Marketing, you'll be encouraged to share your ideas, mentor your team, and continuously look for ways to improve processes. With a focus on personal growth and professional development, Instructure supports its employees' career journeys while maintaining a strong commitment to their core mission of simplifying learning.

To effectively answer this question, highlight your hands-on experience with Marketo and Salesforce, detailing specific campaigns you managed and the strategies you implemented. Discuss how you used these tools to automate workflows, segment audiences, and analyze performance metrics. Be sure to tie your experience back to impactful results, showcasing your analytical skills and ability to drive engagement.

When discussing your approach to email marketing strategy, emphasize the importance of understanding the target audience and their needs. Talk about conducting market research, defining clear objectives, and creating a customer journey map to inform your campaign development. Also, mention how you incorporate A/B testing to optimize subject lines and content based on data-driven insights.

In your response, outline key email performance metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates. Explain how you analyze these metrics to gain insights into user engagement and overall campaign effectiveness. Highlight how you use this data to make informed decisions for future campaigns and improve overall performance.

Share a specific example of managing multiple campaigns, focusing on how you prioritized based on deadlines, stakeholder impact, and campaign goals. Discuss the tools and methods you used for project management and communication with your team. Emphasize your ability to remain organized and adapt to changing priorities while still delivering high-quality results.

To address this question, demonstrate your understanding of compliance regulations like GDPR and CAN-SPAM. Explain the processes you implement to gain consent from recipients, manage opt-outs, and maintain accurate records. Discuss the importance of privacy by design in your email campaigns and how you keep your team updated on regulatory changes.

Highlight innovative techniques you've employed to enhance engagement, such as personalized content, dynamic subject lines, and interactive elements within emails. Discuss the importance of segmentation and targeting in your strategy, and provide examples of campaigns where you've seen increased interaction rates due to these creative approaches.

When asked about A/B testing, outline the steps you would take to define a clear hypothesis, choose the variables to test, and segment your audience accordingly. Explain how you would measure success based on specific KPIs and interpret the results to inform your future email marketing strategies. Highlight your focus on continuous improvement through data analysis.

In your response, emphasize your open-minded approach to feedback. Describe how you actively listen to stakeholders and request clarification to fully understand their concerns. Discuss your strategy for addressing feedback, whether it involves making adjustments or explaining the reasoning behind your original choices. Stress the importance of maintaining strong stakeholder relationships while ensuring best practices.

When sharing a successful campaign example, detail the objective, your approach, the messaging, and the metrics that showcased its success. Highlight what specifically contributed to its effectiveness, such as timing, segmentation, or creative design. Convey how you analyzed the results afterward and what lessons you learned to apply to future campaigns.

Discuss current email marketing trends relevant to the industry, such as increased personalization, automation, or the incorporation of AI-driven insights. Explain why you believe these trends are crucial to staying competitive and how you plan to integrate them into your strategy at Instructure to ensure innovative and effective email marketing campaigns.