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Email & Social Media Executive

Opportunity: Email & Social Media Executive

Location: Uxbridge, Greater London

Role Purpose:

This role will be responsible for the successful creation and implementation of our global email communications programmes working in alignment with and supporting the Group Marketing content plan. 

The Email & Social Media Executive will support the creation of segment-based content, and as well as execute trigger-based programs, execute test plans, and iterate based on performance metrics using data and available technologies to optimise the customer experience. The will be responsible for the central management of Coat’s social media channels ensuring regular posts driving audience engagement

Key Accountabilities:

Be the owner of our marketing automation software (Marketo, Sprinklr etc.). Working together with the graphics design team and 3rd party agencies to design, code, test and deploy email & social media communications and manage our marketing databases and the email-marketing programme ensuring they align with and support the wider overarching marketing strategy and content plan. Supporting the Head of Brand to ensure Coats designs appropriate messaging to its audience and devises engaging and imaginative nurturing programs across the customer funnel from acquisition through to retention.

The role has an international scope to support the execution of email and social media programmes in all markets that Coats operate in across Europe, Asia and North America.

Day to Day activities:

  • Own email communications from end to end - manage the daily set-up of one-time, automated and ongoing email campaigns including creating/coding and editing email templates, manage targeting and segmentation, scheduling, editing, and deployment to drive customer interactions and retention and to push engagement with Coats.com
  • Work across teams to manage and communicate the global email deployment schedule, adequately assigning resource and timescales to meet agreed business deadlines
  • Manage a monthly email and social media calendar to document and schedule all communications in align with the Group Marketing content plan, supporting and deploying the local markets content distribution plans as needed.
  • Working with the translation agency (SDL Tridion) and review network to ensure global content is translated according to its target market supported by the Technology team as required
  • Optimise against key metrics including CTR, open rates etc.
  • Identify opportunities through continuous data analysis of performance metrics and draw actionable insights which can be incorporated into our marketing programmes via reports to the Head of Marketing Communication  
  • Manage a continuous, meticulously planned and documented testing plan, monitoring performance to continually improve the performance of the email and social channels.
  • Regular interactions with the internal design and content teams to develop sharper, engaging and relevant content
  • Maintain brand and channel standards with superb attention to detail, engaging with the Head of Brand to facilitate
  • Track email best practices, monitor industry trends, and make recommendations.
  • Support the Head of Marketing Communications in the management of our relationship with our marketing automation software (Marketo) as well as other third parties to drive innovation and testing, Working as the first point of contact for day to day interactions.

Supporting the local marketing teams:

  • Develop a series of Marketo email templates to be used within the Group Marketing content plan. Developing and maintaining a library of standard asset templates for use across the local marketing teams
  • Support the local marketing teams to execute email and social media content in alignment with the overarching Group Marketing content plan

Database management:

  • Using data and technology to send the right message to the right customer at the right time through the right channel
  • Be a super user of our global customer database systems (Marketo, Dynamics, SAP)
  • Produce regular key reports summarising the health and performance of our contact marketing database 
  • Be innovative in growing the customer database and developing programmes to nurture different customer demographics using data to create actionable insights to help improve customer journey, metrics and sales
  • Working together with the Analytics & Insights Manager to provide regular reports to Group Marketing and the wider business.
  • Ensure Coats adheres to best practice with regards to customer data management

Education, Qualifications and Experience:


  • Experience with Marketo
  • At least 2-3 years’ experience in email marketing
  • Proficiency in HTML, CSS, JavaScript, XML and other technical skills a plus
  • Ability to correlate data and translate it into usable and understandable verbal communication
  • Excellent project management skills.
  • Strong interpersonal and cross-functional business skills, including a demonstrated ability to effectively collaborate with key team leaders.
  • Must be able to work independently in a fast-paced environment and collaborate effectively as a team


  • Experience of Microsoft Dynamics
  • Knowledge of Industry
  • Experience on CMS platforms
  • Experience with Web application integration and third-party product integration preferred.
  • Previous experience managing Web projects.