Director, Email Marketing

The Baldwin Group is an award-winning entrepreneur-led and inspired insurance brokerage firm delivering expertly crafted Commercial Insurance and Risk Management, Private Insurance and Risk Management, Employee Benefits and Benefit Administration, Asset and Income Protection, and Risk Mitigation strategies to clients wherever their passions and businesses take them throughout the U.S. and abroad. The Baldwin Group has award-winning industry expertise, colleagues, competencies, insurers, and most importantly, a highly differentiated culture that our clients consider an invaluable expansion of their business. The Baldwin Group (NASDAQ: BWIN), takes a holistic and tailored approach to insurance and risk management.

We are seeking an experienced and results-driven Director of Email Marketing optimize our email marketing initiatives, with a key focus on Salesforce Marketing Cloud architecture and data-powered decision-making. The ideal candidate will have a strong background in email marketing campaigns that are akin to Reward Program Marketing and will be responsible for transforming strategic goals into highly effective campaigns that leverage technology and data insights. Your primary focus will be driving net new sales, cross-sell sales, and ensuring our email marketing efforts deliver maximum ROI.
As the Director of Email Marketing, you will help lead our email channel strategy, collaborating within and across departments to manage, execute, and analyze campaigns that drive sales conversions, improve overall marketing performance, and build brand loyalty. You will oversee all aspects of email marketing, including journey optimization, and campaign personalization, creating custom audiences by developing/maintaining SQL queries to create journey logic, and working at the intersection of technology, data, and innovative marketing strategy.

Principal Responsibilities:

Email Marketing Leadership

• Serve as the organization's subject-matter expert for Salesforce MarketingCloud, ensuring optimal architecture, data models, and workflows to support seamless customer journeys.
• Assist in the development of a strategic email marketing framework akin to those used for reward-programs that maximizes engagement, retention, and sales outcomes while delivering personalized and timely messages to target audiences.
• Continually identify areas to optimize email performance, including audience segmentation, workflows, dynamic content usage, A/B testing, and analysis.
• Manage the end-to-end execution of high-impact email campaigns, including planning, execution, testing, and analysis, while ensuring all emails align with brand voice and deliver measurable outcomes.

Strategic Campaign Development

• Lead the creation and execution of multi-channel marketing campaigns centered around email, ensuring they support organizational goals and align with customer journeys.
• Build custom audiences with SQL to create journey logic
• Implement advanced segmentation models and predictive analytics to serve personalized, rewards-driven messaging to subscriber audiences.
• Ideate, develop, and execute campaigns targeting acquisition, upsell, cross-sell, and retention goals to drive scalability and growth across key audiences.
• Direct execution across supporting assets, including landing pages, dynamic email templates, SMS, and app-based push notifications as applicable.

Data-Driven Insights & Reporting

• Use data analytics to consistently evaluate campaign performance, improve engagement rates (e.g., open rates, CTOR, click rates), and optimize subscriber lifetime value.
• Track and analyze KPIs, including deliverability, conversions, engagement metrics, and ROI; deliver regular reports to senior leadership with actionable insights.
• Define attribution models to accurately assess performance outcomes and channel contributions.
• Build dashboards within Salesforce Marketing Cloud and other relevant platforms to visualize data and empower senior executives to make informed decisions.

Cross-Department Collaboration

• Work closely with Sales, Business Development, and Design teams to design customer touchpoints tailored to specific goals, ensuring campaigns remain aligned across channels.
• Partner with IT and CRM teams to automate workflows that ensure deliverability, reduce friction in customer engagement, and maintain optimal data hygiene.
• Collaborate on multi-channel messaging strategies that unify email marketing with SMS, digital ads, push notifications, and landing page performance.

Optimization of Tools & Processes

• Oversee Salesforce Marketing Cloud functionality and ensure high-performance systems are in place to improve efficiency and customer communication.
• Implement advanced automation and artificial intelligence tools to deliver 1:1 customer personalization and lifecycle marketing strategies at scale.
• Continuously refine processes around campaign execution, approvals, and reporting to ensure maximum efficiency.

Education, Experience, Skills and Abilities Requirements:

• Experience: 7+ years of demonstrated success driving email marketing performance, with experience in Salesforce Marketing Cloud (required) and rewards-based programs (preferred).
• Technical Expertise: Deep knowledge of Salesforce Marketing Cloud architecture and integrations; advanced proficiency in Journey Builder, Audience Studio, Automation Studio, and Content Builder.
• Strategic Thinking: Ability to create long-term strategic plans to maximize audience engagement and campaign ROI while balancing short-term KPIs such as sales conversion and retention rates.
• Marketing Analytics: Proven track record of translating data into actionable insights; expertise in A/B testing, segmentation, and analyzing metrics (open rates, CTOR, etc.).
• Collaboration: Strong experience working cross-functionally with Sales, IT, Creative/Design, and Business Development teams.
• Project Management: Highly organized, able to manage multiple campaigns/projects simultaneously while maintaining attention to detail and meeting deadlines.
• Leadership: Excellent interpersonal and communication skills to lead teams and educate stakeholders on email marketing best practices.

Preferred Qualifications:

• Email Journey Architecture: Experience designing email journeys that are cost-effective in automations and on-ramp/off-ramp recipients with precision.
• Rewards-Based Email Marketing Expertise: Experience designing campaigns tailored to rewards programs and driving subscriber engagement through loyalty incentives.
• Technical Acumen: Working experience of SQL, APIs and other tools to manage email campaigns and maximize cross-platform integrations.
• Industry Knowledge: Experience in industries such as financial services, insurance, Mortgage, SaaS, or customer loyalty, where scalability is critical.

Important Notice:

This position description is intended to describe the level of work required of the person performing in the role and is not a contract.  The essential responsibilities are outlined; other duties may be assigned as needs arise or as required to support the organization.  All requirements may be subject to reasonable accommodations to applicants and colleagues who need them for medical or religious reasons.

Click here for some insight into our culture!

The Baldwin Group will not accept unsolicited resumes from any source other than directly from a candidate who applies on our career site. Any unsolicited resumes sent to The Baldwin Group, including unsolicited resumes sent via any source from an Agency, will not be considered and are not subject to any fees for any placement resulting from the receipt of an unsolicited resume.