Manager, Digital Messaging Development

At Bath & Body Works, everyone belongs. We are committed to creating a diverse, equitable and inclusive culture focused on delivering exceptional fragrances and experiences to our customers. We focus on recruiting, retaining, and advancing diverse talent where our associate population is as diverse as the communities we serve, live and work. In addition, we work to improve our communities and our planet in a way that will make us proud for years to come because we believe the world is a brighter, happier place when everyone has access to the things that make them happy.

Position Title: Manager, Digital Messaging Development

The Manager, Digital Messaging Development will be a key technical leader driving Bath & Body Works’ B2B Email Marketing programs for targeted marketing campaigns. This individual will oversee the technical design, development, and validation of email campaigns. A passion for email and an excitement for personalized marketing strategies are critical as the ideal candidate will be responsible for developing tailored messaging that resonates with diverse audiences. In this role, the Manager will also lead a team of developers, ensuring best practices are followed and fostering collaboration to achieve technical excellence.

In addition to email, this role will run the technical strategy for SMS and push notifications, ensuring seamless integration with third-party platforms and delivering personalized messaging across channels. The Manager, Digital Messaging Capabilities will play a crucial role in optimizing performance, driving automation, and ensuring compliance across all messaging systems, enabling scalable, data-driven marketing solutions in a fast-paced, collaborative environment.

Responsibilities:

Email (Main Focus):

• Deliver responsive, accessible email coding and template development using SFMC code blocks, AMPscript, and HTML/CSS to ensure compatibility across all major email clients and devices.
• Develop and implement personalized messaging strategies, using customer data to enhance engagement and improve conversion rates.
• Work closely with product marketing, creative, data analysts, and CRM teams to execute email campaigns and provide input on campaign creation, testing, and analysis.
• Collaborate with IT, product development, and data science teams to integrate email systems with broader technology ecosystems, ensuring robust data flow, automation, and synchronization.
• Own the end-to-end setup of one-time and automated email campaigns, ensuring proper content management, message optimization, list segmentation, deployment, and reporting.
• Maintain and present email performance reports, making data-driven recommendations to improve campaign effectiveness.
• Ensure that all emails render accurately across major email clients and devices, troubleshooting technical issues related to HTML templates, responsive design, and testing.
• Lead the development of testing scenarios (A/B or Multivariate) for creative, copy, and personalization optimization aimed at improving engagement and growing the email program.
• Optimize deployment processes to respond agilely to business needs and changing priorities, ensuring timely execution of campaigns.
• Oversee the technical execution of email deployments, including API integrations, automating workflows, and ensuring data consistency across systems.
• Provide technical leadership on email platform migrations, coordinating with internal teams and external vendors to ensure smooth transitions.
• Ensure email infrastructure is secure and scalable, adhering to privacy and data security regulations.
• Monitor email deliverability, troubleshoot IP reputation issues, and ensure compliance with industry standards (e.g., CAN-SPAM, GDPR).
• Stay up to date with the latest email marketing best practices in coding, design, and testing, and continuously recommend improvements to enhance email performance.
• Recruit, train and manage developers; with accountability for implementing and maintaining Platform standards and distribution of work.
• Ensure platform stability and operational integrity via participation in team-based on-call rotations and defect triage.

SMS:

• Manage the integration of SMS platforms (e.g., Attentive) with internal systems, developing automated workflows to trigger SMS communications.
• Manage the development of API integrations between SMS services and databases for personalized, real-time messaging.
• Ensure SMS communication adheres to compliance standards, including TCPA, managing opt-in/out protocols securely.

Push Notification:

• Manage the integration of push notification services (e.g., AirShip) with web and mobile applications, ensuring real-time, event-driven notifications.
• Set up event-based push triggers that respond to user actions.
• Ensure compliance with GDPR and manage device permissions to enable users to control push notifications.