Email Development Lead - Digital in Street

The eComm Digital Email Development Lead role is based at our head office located in 40 High Street, Steet, Somerset, BA16 0EQ. Will require candidates to be able to commute to our head office 2-3 days per week.

Job Overview

The Email Development Lead will be responsible for developing and delivering Clarks UK/EU direct-to-consumer email marketing strategy to drive customer acquisition, retention, and engagement. This role will focus on growing and optimizing our email database, improving the effectiveness of email campaigns, and ensuring that the email channel supports broader marketing and business goals. The ideal candidate will have a deep understanding of email marketing best practices, strong analytical skills, and experience in creating data-driven strategies that enhance performance and conversion rates.

Key Responsibilities

• Lead the creation and execution of a comprehensive email marketing strategy aimed at acquisition, engagement, and retention.
• Design personalized, customer-centric email journeys that drive engagement and conversions across different stages of the customer lifecycle.
• Set strategic objectives for the email channel, aligned with overall marketing and business goals, such as increasing customer lifetime value (CLV), reducing churn, and driving repeat purchases.
• Oversee the planning, creation, and execution of targeted email campaigns, across the entire customer lifecycle; from database signups/the welcome series, promotional/transactional emails, post purchase communications, automations through to re-engaging with lapsed consumers.
• Develop segmentation strategies to personalize email content based on user behaviour, demographics, and preferences.
• Collaborate with ecommerce, Digital Operations, Merchandising and Regional Marketing Teams to create high-impact email templates, content and messaging to drive increased open rates, click-through rates and conversion rates.
• Continuously monitor, analyse, and report on the performance of email campaigns, using key metrics such as open rates, click-through rates, conversions, unsubscribe rates, and ROI.
• Lead A/B testing and multivariate testing to optimize subject lines, email design, CTAs, send times, and other elements.
• Leverage insights from data analytics tools to refine and improve campaign performance and customer engagement.
• Develop strategies to grow and maintain the email database, including lead generation campaigns, sign-up incentives, and partnerships.
• Ensure the email database is compliant with relevant privacy and data protection regulations.
• Implement list hygiene practices to ensure high deliverability and engagement rates.
• Design and implement automated email workflows that guide prospects through the customer journey.
• Create triggers and automated responses based on user interactions with content.
• Work closely with the ecommerce trading, merchandising, design studio and regional marketing teams to ensure alignment on campaigns and messaging.
• Collaborate with Digital Operations and CX team to leverage email as a tool for cross-selling, upselling and reducing customer contacts.

Key Qualifications

• 5+ years of experience in a CRM and Email Strategy development and delivery role, with at least 2 years in a leadership role with 3+ direct reports.
• Strong knowledge of using Klaviyo and Google Analytics.
• Proven track record of running successful A/B tests, optimizing email performance metrics, and driving high engagement and revenue uplifts from the email channel.
• Strong data analysis skills with the ability to interpret complex datasets and translate them into actionable strategies.
• Excellent project management skills, with the ability to manage multiple campaigns simultaneously and deliver on deadlines.
• Strong written and verbal communication skills to effectively collaborate across departments and present strategy insights to stakeholders.
• In-depth knowledge of email marketing laws and best practices, including GDPR and other European data protection regulations.

Preferred Skills

• Experience with advanced email marketing automation and personalization.
• Knowledge of customer journey mapping and behavioural segmentation techniques.
• Familiarity with performance marketing channels and how email integrates with broader marketing strategies.

About Clarks

Based in Somerset, England, Clarks has redefined shoemaking since its foundation in 1825. Our archive of over 25,000 shoes includes the inimitable Clarks Desert Boot™ and Clarks Wallabee™. Progress is woven into our DNA. Join us as we celebrate 200 years of giving people the freedom to move comfortably, proudly commemorating our legacy of craft, innovation, and impact.