Let's say that your multi-channel brand is looking to hire an E-Mail Marketing Director. You are the VP of Marketing for this brand, leading an e-mail program that sends out one general version of an e-mail campaign each week to the entire e-mail list. Who would you hire, and why? What would you look for in a candidate?
Choice #1 = Director of Catalog Circulation. This person has 22 years of direct marketing experience, and has worked at your company for the past 12 years. She is well-respected at your company, knows the politics of your company, and knows targeting strategies inside-out. Last year, this person won your brand's award for outstanding skills in managing people.
Choice #2 = Manager of E-Mail Marketing: This individual has 4 years of e-mail marketing experience, all at your company. He works well with your e-mail delivery vendor, and keeps up with industry news via conferences, trade journals, discussion groups, and blogs. He knows more about e-mail marketing than anybody else in your company.
Choice #3 = Director of E-Mail Marketing For Your Top Competitor: This person has ten years of e-mail marketing experience, and based on your interview of this person, manages an e-mail program that is 30% more productive than your current program.
Choice #4 = Director of Client Services For A Key E-Mail Vendor: This candidate has no client-side experience, but is well-versed in the challenges facing the e-mail marketer, and knows the strategies employed by your competition.
Choice #5 = Manager of Online Marketing: Your very own online marketing manager developed a highly profitable online marketing program for your multi-channel brand, and is looking to expand her horizons. She has six years of experience, all at your company.
Choice #6 = A Store Manager: One of your store managers runs a rogue e-mail marketing program that is believed to have increased his comp-store sales by 9% last year. He feels he can deliver improved results for all stores, though he acknowledges he knows little about e-commerce or catalog channels. Because stores comprise 62% of total sales, this candidate believes he is well-qualified to meet the needs of the brand.
December 14, 2007
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