About Us

Milk Street is redefining food media. Through our unique and trusted content—recipes, podcast, digital media, television show, and cooking classes—we promote the mission to “Change the Way You Cook” by making global techniques and flavors accessible to home cooks.

About the work

Milk Street is seeking an experienced email marketing manager for a short-term consulting contract. The consultant will overhaul a substantial email file, developed over the course of nine years. The complex master list encompasses people who have subscribed for product promotions, editorial newsletters, cooking school events, news from our podcast, and free recipes. These subscribers have signed up from numerous entry points with different offers and CTAs.

The newsletters and marketing emails need to expose subscribers to all areas of the brand, without negatively impacting sender reputation or churn rate.

The consultant will work closely with our in-house team to audit all aspects of the account, remove redundant segments and clutter, and restructure the mailing lists in order to implement new business strategies and conform to best practices. Execution must be flawless.

Scope of Work:

The consultant will fully familiarize themself with the account: flows, lists, content management, tracking, reporting, etc. They will test the funnels, the subscriber experience, and review strategies with the in-house team.

They will provide a thorough report highlighting opportunities for improvement and a roadmap for an overhaul of mailing lists and file management. They will then implement large-scale changes and provide the team with guidance and guardrails for low-risk improvements.

Deliverables:

Research and Analysis

Spend a week reviewing all aspects of the account setup: signups via Klaviyo API, welcome flows, list structure, segmentation, behavior-triggered flows, SMS, campaign management, customer profiles, reporting, etc
Work with the in-house team to understand the logic of the selections, suppressions, and reporting structure. Learn how the current setup is intended to serve business objectives. Identify areas for improvement.
Interview digital media and marketing teams about pain points, business requirements, and ideal longterm outcomes. Understand their unique strategies and customer relationships.
Analyze historical campaign performance and identify areas for improvement in campaign volume, type, and recipient groups
Identify pools of subscribers who have not been receiving the intended volume or type of content

Recommendations

Provide an overview of the business objectives, pain points, and distinct needs of different departments, based on research above. Review strategies with the teams to ensure we are aligned on goals/priorities.
With teams, identify main customer pillars.
Plan to manage distinct lists that fulfill the business objectives of both digital media and e-commerce
Part 2 plan how they are subsequently managed when setting up campaigns, segments, reporting, and tests. Recommend strategies to ensure that these groups receive the content that they signed up for, plus a steady mix of supplemental content from other areas of the brand
Identify potential to re-activate pools of subscribers who should not have been suppressed
Plan to optimize campaign volume, test send times, and reduce manual intervention
Identify key metrics which should be regularly reviewed

Implementation

Wholesale restructure lists and segments with in-house team. Implement changes painlessly, with the option to revert if necessary. Test and monitor in the following days.
Work with in-house team to comb through redundant or unnecessary segments/tags, while ensuring that critical data is preserved
Fix critical issues with flows, triggers, and list updates
Identify key data points and help set up tracking mechanisms and reporting. Create basic custom reporting templates. Attempt to integrate data from our CDP and websites.
Restructure flows if necessary

Final Report

Provide Milk Street with a high-level best practices guide, with do’s and don’ts.
Demonstrate a few simple use cases in which Milk Street might begin to gather, and utilize, customer data for more personalized promotions
Identify further opportunities to increase flows, A/B tests, send time tests, etc with a few test cases
Establish standard protocols for monitoring analytics, reporting, reviewing data, and making improvements

Qualifications:

Deep familiarly with Klaviyo
A minimum of 3 years of experience using an email marketing platform daily (preferably Klaviyo)
5 years of experience working with large datasets (analytics, customer profiles, etc)
Demonstrable fluency in email marketing strategies and mechanics
Ability to translate a big picture audience development strategy into lists, segments, and flows
Ability to flawlessly implement and rigorously test
Excellent communication skills and a collaborative approach to working with cross-functional teams.
Experience in managing a file of over 100k names is highly preferred
Basic proficiency in HTML/CSS is a plus
Experience with SMS marketing is a plus
Experience working in subscription-based media is a plus

Please submit:

Work samples
An overview of relevant experience, including metrics of success
CV

Submit your application directly via email to wkimball@177milkstreet.com. Applications submitted elsewhere will not be considered.

Job Types: Contract, Freelance

Pay: $5,000.00 - $10,000.00 per month

Schedule:

Day shift
Monday to Friday

Work Location: Remote

CHRISTOPHER KIMBALL'S MILK STREET

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Email Marketing Consultant (Remote - Contract)