by Elizabeth Wynn May 20, 2022


ROAD iD is a dynamic eCommerce company laser focused on our "Why" - to save lives, provide peace of mind, and fuel adventure. We’re growing, and we need a talented Messaging Strategist to help us:

  • Develop our customer acquisition and loyalty strategies
  • Execute across Email and SMS


  • Communicate our purpose-driven story to subscribers in a way that strengthens awareness and engagement
  • Oversee all outgoing communications for both ROAD iD and DOG iD brands including email, SMS, and push notification campaigns
  • Partner with the Director of Growth to define the marketing calendar communication and timing strategy
  • Own an internal calendar for cross-discipline collaboration and visibility
  • Build out all email templates for dedicated email campaigns and flows (drag and drop editor)
  • Partner with team members across all marketing disciplines to optimize communication flows in email and sms and continually troubleshoot for areas of improvement.
  • Lead the development of a testing strategy (across campaigns and flows) and execute on these tests in all owned messaging platforms (e.g., A/B test copy, imagery/video, CTAs, landing pages, etc. to ultimately exceed goals and improve KPIs)
  • Lead monthly and quarterly reporting for all owned channels and closely monitor KPIs trends over time to proactively identify learnings from planned tests and opportunities to improve
  • Closely monitor sender reputation and CAN-SPAM compliance and make adjustments to strategy as needed
  • Develop a uniform naming convention for lists, segments, campaigns, flows, URL tagging etc. and maintain platform organization to support efficient reporting and cross-team support as needed
  • Research opportunities to connect first-party data to platform attributes to nurture users through the funnel from first time new customer acquisition through to loyalty and repeat purchasers

In this exciting role you’ll set the Messaging Strategy for our promotional and transactional communications. In other words, you determine how and when we engage with our audience segments. To this end, you’ll be responsible for the following:


  • Messaging Calendar & Cadence
  • Messaging Segmentation
  • Messaging Journey: Creation, Maintenance, and Visualization
  • Defining the value and purpose of each message the journey


You’ll own our Contact Acquisition Strategy by setting the plan for how we grow our lists. You’ll set goals...then devise tactics and executions in order to attain those goals for each messaging channel (Email, SMS, & Push).

You’ll build our Testing Strategy. We believe in the adage “if it ain’t broke, break it.” To that end, you’ll set a plan for continual optimization of messaging.

You’ll be responsible for Messaging Reporting & Insights. You’ll prepare and share detailed performance and acquisition (list growth) reporting with the team.

You’ll be the primary point of contact and subject matter expert for our Messaging Partners. You’ll evaluate and study each platform so that we can get the most out of these relationships.

Our current platforms include:

  • Email: Klaviyo
  • SMS: Attentive
  • Messenger: ManyChat, ShopMessage, Facebook
  • Push Notifications: Push Owl
  • Shopping Notifications: Malomo
  • Website Modal Acquisition: Justuno and Attentive
  • Direct Mail: InKit



  • List growth
  • Unsubscribe Rate
  • Revenue Per Contact / by Channel
  • Sessions driven by owned media
  • First Time Customers driven by owned media
  • Total Revenue from owned media
  • Open Rate, Click Rate
  • LTV


You have (and will be able to demonstrate) the following:

  • 2+ years of digital marketing experience with a background in ecommerce or acquisition and retention marketing, public relations, communications, or a related field.
  • 1+ years of email messaging experience using Klaviyo, MailChimp, or a similar messaging platform.
  • Examples of how you’ve employed a data-driven, rapid testing mindset to interpret test results and translate conclusions into actionable changes.
  • A passion for outbound communications and a desire to be a Messaging Expert. To that end, you’ll demonstrate a natural motivation for continuous improvement by:

1) leveraging your natural curiosity to test assumptions

2) analyzing data to make improvements 3) being intentional with your inherent goal to stay abreast of the latest messaging trends, strategies, and tactics.

  • A scrappy, entrepreneurial spirit with an ability to be responsive to changing priorities and emerging business needs. You love for eCommerce and online shopping. (It turns out all those hours you’ve spent shopping online were nothing to feel guilty about, but professional development.)
  • A passion for winning.
  • An eye for the small stuff. It’s the details that make a good company great.
  • Strong collaboration skills.
  • Proactive in learning new messaging technologies and mastering the capabilities of each.
  • An unmatched eye for detail and proofreading. (You know your way around an Oxford comma).
  • Ability to manage multiple projects simultaneously to meet promotion deadlines.
  • A curious mindset ready to optimize strategy by conducting AB tests across platforms.
  • Things will make you stand out (in a good way):
    • Experience in Shopify
    • Strong Copywriting Skills
    • Design or Creative Talent
    • Project Management Chops


Others will describe you as capable - a real go-getter (yes, that sounds corny). You are someone that knows how to grab the ball and run with it. You have passion for getting things done and a bias towards action. You’re proactive and build excitement within teams. People describe you as creative and fun. (Don’t be modest - you know it’s true.) You can take minimal direction and set a course of action. If this is you...and you can provide verifiable examples in your career where you’ve done this...then we need you...and we think you need us.


● Be a part of a unique opportunity to make a real difference. At ROAD iD, we don’t make and sell widgets. Instead, we take pride in providing a product that literally saves lives.

● Competitive elective health, vision, dental & life insurance

● Competitive 401K program you can participate in starting on the first day of work with immediate vesting

● Wellness/Fitness reimbursement of up to $400 each calendar year, annual employee purchase allowance and annual charitable donation.

● Eligible to unlock $2,500 budget to attend a conference or other relevant training upon completion of 3 certifications within digital marketing training database

● 9 paid holidays per year, Summer Hours & competitive PTO


WHO WE ARE (what we believe)

  • At ROAD iD, we don’t make widgets. We make a difference. The daily testimonials we receive from our customers keep us motivated to work towards our Dream: To see the day when wearing ID is as common as strapping on a seatbelt.
  • We believe that we are a great company - made this way by great people.
  • We believe it’s important to provide a fun, casual, team-oriented, fast-paced environment. Team members must also come to grips with the fact that, at ROAD iD, every member of the team is provided the opportunity to make real and significant contributions. In fact, you might say that we expect it.
  • We believe that “word of mouth” has always been, and will always be, the most important marketing lever. To that end, it is imperative that we deliver a Product, Service, and Journey (including messaging journey) so blindingly awesome that our customers can’t help but share it.
  • We believe that customers don’t want to do business with businesses. Rather, they want to do business with people. So, at every touchpoint, we try to talk and behave like real people.
  • We believe in keeping things “elegantly simple.”
  • We believe in moving fast and embracing mistakes.
  • We believe in giving a percentage of EVERY order to charity. Our current charity partner is 4 Paws for Humanity.


This is a full-time position based in Covington, KY. You will report to the Director of Growth and work directly with the Creative Director, Ecommerce Director, and the CEO.


ROADiD is an equal opportunity employer. We are committed to an inclusive and respectful work environment where all team members can thrive. Every team member is seen at ROADiD, and empowered to be the best version of themselves.