Major Lender Looking for Email Marketing Manager

I ran across this job posting on Craigslist recently....

Email Marketing Program Manager (financial district)


The email program manager is responsible for the success of all email marketing programs for XYZ Mortgage. The successful candidate will be a strong, hands-on leader able to provide strategic direction and leadership yet comfortable rolling up their sleeves and providing tactical support. He/she must have proven email and direct response marketing experience and a passion for quantitative analysis.

Responsibilities include:
• Managing the best-in-class email subscription service, xxxxxx, while consistently enhancing its features to exceed customer expectation, performance benchmarks, and be re-usable across designated business lines. Regularly perform subscriber analysis and competitive research and implement improvements.
• Designing innovative approaches to customer retention and acquisition email communication that drive results for all channels, online and offline, combined with flawless execution of such programs.
• Continually testing, analyzing and optimizing target criteria, content, landing pages, forms, etc. to increase open, click, lead, and application rates and exceed expectations.
• Integrating direct mail campaigns and targeting with email programs and other electronic promotions and communications.
• Enhancing customer and lead cultivation programs and campaigns
• Serving as the mortgage email subject matter expert, evangelizing the benefits of email and electronic communication, and promoting best practices for email communications
• Formulating and implementing email adoption programs to grow the emailable customer base
• Providing comprehensive tracking, analysis, and reporting for all email marketing efforts.

The point is, your competators are spending significant dollars, time, enegry, focus on email marketing. This lender is attempting to hire someone with an MBA.

This tells me that mortgage email marketing is and will continue to be a MAJOR focus of mortgage companies. If you haven't begun, it's time to get started...