Email Marketing Specialist Town Shoes Limited

Email Marketing Specialist

Town Shoes Limited

About Us

There’s no place like Town! We have the hottest brands, teams who love shoes & fashion, unlimited career opportunities.


Town Shoes Limited has been part of the Canadian retail landscape for over 60 years!  We are a fashion footwear retailer with 200+ retail locations across five banners.  Our people make the difference at Town Shoes!  We are a diverse group of energetic, passionate and innovative footwear enthusiasts delivering epic customer service.  It’s more fun at Town!

Job Description

The Email Marketing Specialist is responsible for the day-to-day, hands-on execution of email marketing programs for Town Shoes Limited and its brands – Town Shoes, DSW, The Shoe Company/Shoe Warehouse. This includes ownership of the setup, maintenance, and weekly/quarterly review of reoccurring and triggered email communications. Additionally, this individual maintains a current understanding of email marketing best practices to help with strategy, list growth and retention, and driving omni-channel email sales growth and engagement.  This role will work closely with the brand teams to plan, support and execute email marketing activities to meet and exceed business goals.


  • Ability to quickly familiarize with new email campaign management tool through self-exploration

  • Builds email campaigns, database selection, HTML presentation and quality assurance of all outbound campaigns

  • Performs day-to-day email marketing activities including, but not limited to, email campaign set-up, scheduling, testing, tagging and deployment of one-time, recurring, triggered and dynamic content-driven campaigns

  • Troubleshoots technical issues related to HTML templates, list segmentation and other aspects of email execution, as required

  • Stays abreast of and recommends email marketing best practices as it relates to coding, design and testing of email campaigns - including mobile design, creative layout design, calls-to-action, dynamic content, testing, and CASL requirements

  • Manage email lists and provide necessary feeds to support re-targeting efforts

  • Analyzes and develops insights from results and conveys recommendations to stakeholders

  • Assess current email workflow and define new processes in planning, testing, execution, and reporting on email activities if necessary

  • Ensure proper tests are carried out for respective email clients, web browsers, and mobile; work with testing framework to continuously optimize and improve email program

  • Assist in the development of strategies that drive growth in lead acquisition, engagement and retention

  • Develop weekly, monthly, and ad hoc reporting on Email performance

  • Ensure all campaigns are tracked properly for accurate reporting

  • Work with cross-functional partners to report on the Key Performance Indicators (open rate, click through rate, conversion rate, Email eCommerce revenue, Omni-Channel Email revenue, opt-out rate, etc)



  • A university/college degree

  • Retail experience is an asset

  • Cross-functional team environment experience

  • 2 years of HTML

  • 1 year of Adobe Photoshop

  • 1-2 years of hands-on experience in email campaign building and list selection preferred

  • Experience with email tools/campaign management software

  • Patience, flexibility, adaptability - this is retail and things can change quickly

  • High attention to detail

  • Commercial awareness

  • A genuine interest in email marketing

  • Ability to think and operate both strategically and tactically

  • Strong interpersonal and communication skills (written and oral) with the ability to work effectively with colleagues from within and outside of the department

  • Results oriented

  • Ability to troubleshoot coding problems

  • Advanced knowledge of Microsoft Excel

  • Good understanding of database concepts, segmentation and writing queries

  • Ability to learn quickly

  • Ability to work independently with minimal direction, while also functioning and contributing as part of a team

  • Attention to details

  • Proactive, energetic personality, curious

  • Team Player

  • Ability to handle multi-brands/multi-tasking

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