CRM and Email Marketing Analyst

The CRM & Email Marketing Analyst is a critical technical and campaign execution role within the Marketing Center of Excellence (CoE), reporting directly to the Director of Customer Lifecycle. Sharing responsibility for a portfolio of 15 home trade service brands (HVAC, plumbing, electrical, and specialty home services) across 1,100+ franchise locations, this role builds, automates, and optimizes multi-channel digital lifecycle marketing strategies.
Working side-by-side with Print & Direct Mail Analysts and the Loyalty Analyst, the CRM & Email Marketing Analyst serves as a hands-on operator for HubSpot Enterprise and integrated Field Service Management (FSM) systems (e.g., ServiceTitan). This role turns customer data, seasonal booking patterns, and behavioral triggers into hyper-targeted email and SMS campaigns that drive lead conversion, service reminders, customer win-backs, and cross-brand customer retention across all franchise territories.
Responsibilities

Portfolio Campaign Execution & Automation: Build, deploy, and monitor automated lifecycle email and SMS workflows (e.g., lead nurture, post-service follow-ups, seasonal maintenance reminders, cross-sell sequences, and win-back drips) across assigned brands within the 15-brand portfolio.
HubSpot Platform Operations & Data Governance: Support the ongoing enterprise rollout, migration, and daily operational administration of HubSpot; enforce list hygiene, data standardization, workflow logic, custom object tracking, and CAN-SPAM/CASL/TCPA compliance.
FSM & CRM Data Integration: Maintain seamless data syncs between HubSpot, Service Titan and Field Service Management (FSM) platforms to ensure real-time triggers based on job completion, age of equipment, and membership status.
Audience Segmentation & Hyper-Local Targeting: Architect dynamic customer segments based on geographical service zones, historical trade purchases, home attributes, engagement frequency, and seasonal service history to maximize campaign relevance and conversion.
Omnichannel Coordination: Partner closely with Direct Mail Analysts to synchronize digital touchpoints with localized physical mailings (e.g., triggering automated email/SMS alerts to align with direct mail drop dates).
A/B Testing & Channel Optimization: Design and execute continuous A/B testing plans across subject lines, send times, copy variations, dynamic personalization tokens, offer structures, and CTA buttons to optimize open rates, click-through rates (CTR), and booked jobs.
Analytics & Performance Reporting: Develop and maintain campaign dashboards tracking delivery rates, engagement metrics, unsubscribe trends, and revenue attribution down to the local franchise level; communicate actionable optimization recommendations to the Director of Customer Lifecycle and Brand Leaders.

Success Measures (KPIs)

Email & SMS Revenue Attribution: Achievement of repeat booked jobs, conversion targets, and return-on-ad-spend (ROAS) across automated lifecycle and broadcast digital campaigns.
Deliverability & List Health: High inbox placement rates, low bounce/unsubscribe rates, and zero compliance/spam infractions across all portfolio brand domains.
HubSpot SLA & Execution Accuracy: Flawless technical setup, error-free workflow triggers, and adherence to campaign deployment timelines and SLA targets.
Channel Engagement Metrics: Measurable improvement in open rates, click-through rates, and SMS opt-in retention across assigned brand databases.

Experience & Qualifications

3–5+ years of hands-on experience in CRM marketing, email campaign operations, marketing automation execution, and digital analytics.
HubSpot Expertise: Hands-on mastery of marketing automation platforms (HubSpot Enterprise strongly preferred/certified); experience with workflow design, lead scoring, dynamic content, and CRM database management.
Field Service / Multi-Location Systems: Practical experience integrating CRM platforms with Field Service Management (FSM) systems (e.g., ServiceTitan) or working within multi-brand, multi-unit franchise systems with local service territories.