Direct Mail and Segmentation Manager

You'll oversee audience segmentation, campaign development, creative execution, vendor partnerships, budget management, and performance optimization while helping integrate direct mail with broader digital and traditional marketing initiatives. Working closely with internal teams and external partners, you'll use customer insights, testing, and performance analytics to develop campaigns that improve acquisition, strengthen customer relationships, and maximize marketing ROI.

WOW! is looking for a strategic and data-driven Direct Mail & Segmentation Manager to lead the planning, development, and execution of our direct mail marketing programs.

This role will own the strategy behind how we reach prospective and existing customers through targeted, measurable direct response campaigns. You'll oversee audience segmentation, campaign development, creative execution, vendor partnerships, budget management, and performance optimization while helping integrate direct mail with broader digital and traditional marketing initiatives.

Working closely with internal teams and external partners, you'll use customer insights, testing, and performance analytics to develop campaigns that improve acquisition, strengthen customer relationships, and maximize marketing ROI.

What WOW! Offers

• Base salary between $100,000 - $120,000/year, based on experience
• Medical, dental, vision, and life insurance
• HSA and FSA options
• 401(k) with company match
• Paid time off and company holidays
• Tuition reimbursement for continued development
• Employee broadband discounts

What You'll Do

Direct Mail Strategy & Campaign Management

• Develop and lead the strategy, planning, and execution of direct mail programs supporting customer acquisition and existing customer initiatives.
• Oversee the end-to-end direct mail process, including targeting, segmentation, budgeting, messaging, creative development, production, and campaign execution.
• Develop customer targeting and data/list segmentation strategies to ensure campaigns reach the right audiences with relevant messaging.
• Lead message development and testing to improve campaign engagement, response rates, and overall effectiveness.
• Manage creative and design development, ensuring campaign materials align with brand standards and business objectives.
• Coordinate campaign timelines, production requirements, and operational execution to ensure accurate and timely delivery.

Integrated Marketing & Cross-Channel Execution

• Develop and manage integrated marketing campaigns that connect direct mail with social, digital, and broadcast channels.
• Build strong relationships with internal departments and external partners to coordinate campaign strategy and execution.
• Identify opportunities to improve customer targeting and messaging consistency across marketing channels.
• Recommend ways to streamline internal operations, improve workflows, leverage technology, and implement marketing best practices.
• Serve as WOW!'s direct marketing subject matter expert, staying current on industry trends, emerging technologies, and best practices.

Data, Analytics & Campaign Optimization

• Establish and monitor primary and secondary KPIs to evaluate campaign performance and effectiveness.
• Measure and report campaign results, assessing performance against established objectives and ROI expectations.
• Analyze customer data, campaign results, and performance metrics to identify trends and opportunities for improvement.
• Develop and implement testing strategies around audience targeting, creative formats, messaging, and campaign frequency.
• Use campaign insights to optimize targeting strategies, improve response rates, and maximize return on direct mail investments.
• Ensure the accuracy and integrity of campaign records, reporting, and progress updates.

Budget & Vendor Management

• Develop and present annual direct marketing budget recommendations to WOW! Marketing leadership.
• Provide financial justification for proposed investments and manage program budgets throughout the year.
• Monitor campaign expenses, financial performance, and budget adherence.
• Manage relationships with external suppliers, data partners, and marketing vendors to ensure quality, cost-effectiveness, and timely execution.
• Evaluate vendor performance and identify opportunities to improve service delivery, efficiency, and overall program value.

What You Bring

Education & Experience

• Bachelor's degree in Marketing or a related field, or an equivalent combination of education and relevant experience.
• 7+ years of direct response marketing experience, including experience managing supplier and data partners.
• 3+ years of direct mail management experience.
• Demonstrated expertise in developing and executing direct marketing campaigns.
• Experience managing campaign budgets, vendor relationships, and integrated marketing initiatives.
• Pro