Job Title: Email Marketing Manager

Department: Ecommerce

Reports To: Head of Digital Marketing

Accountable For: Email Marketing

Location: Livingston HQ OR Remote (UK)

Main Function

Own schuh’s email strategy and channel performance, driving customer engagement, conversion, and incremental revenue growth.

• Develop best-in-class, customer-centric communications that strengthen loyalty and increase email’s contribution to digital revenue.
• Lead the evolution of the channel through data, personalisation, testing, technology, and emerging best practice.

Main Duties & Responsibilities

• Own the email strategy, calendar, and revenue targets, aligning activity to customer behaviour, trading priorities, and wider business objectives.
• Own end-to-end campaign delivery from brief, build, and QA through to stakeholder sign-off, deployment, and post-campaign analysis.
• Turn performance data into clear insights and actionable recommendations that drive improvements in engagement, conversion, and revenue.
• Measure and demonstrate the incremental commercial value of email activity, using performance and customer data to inform channel investment and strategy.
• Monitor channel performance against targets, proactively identifying underperformance, risks, and opportunities for growth.
• Own and optimise engaging, commercially effective content in partnership with the Marketing team, ensuring it reflects schuh’s brand DNA and drives customer conversion.
• Work on campaigns across Marketing, Brand Partnerships, Activations, Retail, and other teams to maximise customer and commercial impact.
• Use customer, trading, and campaign data to optimise segmentation, personalisation, content, frequency, and send plans, increasing engagement, conversion, and customer lifetime value.
• Lead a continuous test-and-learn programme, using A/B testing and experimentation to generate incremental improvements in performance and revenue.
• Work with the CRM team to optimise customer lifecycle communications across behavioural journeys, including Abandonment, Back in Stock, Low Stock, and Price Drop.
• Own the use of email technology and external partners, including Movable Ink, Validity, Litmus, and Wunderkind, ensuring they are fully leveraged to improve personalisation, efficiency, and performance.
• Identify new opportunities across automation, lifecycle marketing, personalisation, and technology to improve customer experience and grow the channel.
• Ensure all communications meet GDPR, deliverability, brand, and customer experience standards while consistently representing schuh’s brand DNA.
• Stay ahead of email marketing trends, technology, and best practice to continually evolve the channel.