Email Marketing Manager

JOOLA is looking for an Email & SMS Marketing Manager to own our retention and lifecycle marketing channels across the US and Canada — and to build the playbook that scales these programs globally. This is a hands-on role that combines strategic thinking with day-to-day execution: you'll write the copy, build the flows, own the calendar, and drive performance across two of our highest-ROI channels.

As JOOLA continues to grow across pickleball and table tennis, this role will be instrumental in deepening customer relationships, driving repeat purchase, and building a retention engine that our global subsidiaries can replicate and localize.

JOOLA was first established in 1952 and built a global reputation as a pioneer in table tennis. In 2022, JOOLA expanded into the rapidly growing pickleball scene and quickly attracted the biggest names in the sport. As an official table tennis sponsor for three Summer Olympic Games and the official sponsor of pickleball's top athletes and the Professional Pickleball Association (PPA), the team at JOOLA combines its storied expertise with fresh perspectives to bring innovation to both sports.

Responsibilities:

Email Marketing

• Own the email marketing calendar, aligned to product launches, seasonal moments, and customer lifecycle goals, coordinating with the broader marketing team to ensure sends support key campaign windows (JOOLA Week, new product drops, peak seasons).
• Write campaign and flow copy (subject lines, body copy, and CTAs) and partner with the design team on creative direction for each send, maintaining JOOLA's brand voice across all communications.
• Develop a content strategy that drives engagement year-round, beyond product launches, including editorial, educational, community, and sport-specific content for pickleball and table tennis audiences.
• Own the flow library - build, optimize, and expand lifecycle automations across the full customer journey, including welcome, post-purchase, win-back, VIP, browse abandonment, and cart abandonment.
• Build and refine audience segmentation based on purchase behavior, sport, geography, and engagement tier; continuously test and optimize messaging, timing, and offers to improve engagement and revenue performance.
• Maintain platform health in Klaviyo (or equivalent), including list hygiene, suppression management, deliverability monitoring, and compliance with CAN-SPAM and CASL.

SMS Marketing

• Own the SMS program for US and Canada - strategy, content, and execution, serving as the primary operator and subject matter expert for the channel.
• Grow and manage the SMS subscriber list through on-site capture, checkout opt-in, post-purchase enrollment, and event-based acquisition; oversee opt-in/opt-out compliance and churn reduction.
• Build and optimize automated SMS flows across the customer lifecycle, coordinating with the email flow library to avoid overlap and ensure a cohesive customer experience.
• Develop an SMS content strategy that complements and coordinates with the email program - distinct in format and cadence, but unified in voice and campaign alignment.

Analytics & List Health

• Own performance reporting for both channels, including revenue, engagement, and list health metrics: open rate, click rate, conversion rate, revenue per send, list growth rate, deliverability, and SMS opt-in/opt-out trends.
• Translate data into clear optimization decisions and testing priorities, maintaining a documented A/B testing roadmap across subject lines, send times, CTAs, offer structures, and content formats.

Segmentation & Personalization

• Leverage behavioral signals - web activity, purchase history, sport preference - to power triggered, dynamic, and personalized content across both channels.
• Partner with the digital product and data teams to expand first-party data activation within the email and SMS programs.

Global Playbook Development

• Document US/Canada channel strategy, workflows, segmentation frameworks, campaign templates, and performance benchmarks into a replicable global playbook.
• Partner with JOOLA's regional subsidiaries (EU, APAC, LATAM) to adapt and localize the playbook for their markets, accounting for platform differences, regulatory requirements (GDPR, CASL, PDPA), and audience behaviors.
• Establish global governance standards: consent management, opt-in/opt-out protocols, list structure, and naming conventions.
• Train regional teams or local agency partners on playbook implementation; serve as JOOLA's center of excellence for email and SMS globally.

Requirements:

• 4–6+ years of email and SMS marketing experience at a consumer brand or DTC-focused agency, ideally in-house
• Proven copywriting ability across campaigns and automated flows, from subject lines to full lifecycle sequences
• Expert-level Klaviyo or similar tool experience - flow architecture, segmentation, deliverability, and reporting
• Proven track record of building, launching, optimizing, and scaling lifecycle automations across email and SMS that drive measurable revenue
• Strong analytical skills — you know which metrics matter, how to read them, and how to act on them. You live in dashboards and translate metrics into action quickly
• Solid understanding of email deliverability, list hygiene, and compliance (CAN-SPAM, CASL, GDPR)
• Experience managing SMS programs, including subscriber acquisition, compliance, and content strategy
• Ability to manage a full promotional calendar independently, coordinating across marketing, product, and creative teams
• Comfortable owning a program from strategy through execution with a high degree of autonomy

Preferred:

• Background marketing sports, outdoor, or active lifestyle products
• Experience growing an SMS program from an early stage
• Working knowledge of HTML/CSS for email
• Familiarity with Shopify and ecommerce customer data structures (purchase frequency, LTV segmentation, product affinity)
• Experience building or contributing to a global channel playbook or training regional teams
• Working knowledge of A/B testing methodologies and statistical significance
• Exposure to APAC or EU regulatory environments (PDPA, GDPR) a plus