JOB PURPOSE:
The Senior Marketing Manager will be responsible for developing effective marketing strategies and campaign plans for international trade exhibitions and conferences in the energy sector. Using traditional and innovative marketing techniques, the Senior Marketing Manager will support the drive to attract sponsors, exhibitors, delegates, visitors, and media. The Senior Marketing Manager will be the marketing lead for the specific event(s) they are allocated to. The successful applicant must have exhibition experience and working knowledge across all marketing channels including website and user experience, design and digital/print collaterals, data, EDMs, content, social media and digital marketing. Market research and analytics are a must to ensure campaign plans evolve year on year in line with the growth plans of the events. The Senior Marketing Manager will lead a team of marketeers to deliver the complex campaign plan, across multiple verticals for the event.
KEY ACCOUNTABILITIES:
• Develop a marketing strategy and create and implement an integrated campaign plan for the event including exhibitor, delegate and visitor campaigns
• Develop plan for lead generation and engage with each team to ensure optimisation of campaign plans throughout the event cycle
• Forecast and monitor budget and negotiate with suppliers
• Data acquisition, data analysis, segmentation and management
• Manage Marketing Manager/Marketing Executive(s) in the execution of the marketing plan, ensuring they reach their full potential
• Work with external suppliers to produce key marketing materials in print, digital and video
• Website management with 3rd parties, user experience, analytics, and content
• Social media (organic and paid) and digital including SEO, PPC, geofencing, etc
• Media Plan – PR, media buying, media partnership agreements (broadcast, associations, trade publications), media registration and onsite management
• Manage 3rd party elements and integrations such as mobile app, event registration, exhibitor manual, networking platforms, surveys and market research
• Advocacy plan with sponsors, exhibitors, delegates and visitors to increase reach and attract new business and new registrations
QUALIFICATIONS, EXPERIENCE, & SKILLS:
Minimum Qualifications and Knowledge: Marketing qualification is advantageous.
Minimum Experience: 5+ years in mid manager level marketing, exhibition marketing is a must
Job-Specific Skills:
• Strategy creation and critical path analysis
• Experience in the use of databases in both mass and targeted direct marketing campaigns
• Experience managing the production of mobile apps and online registration systems
• People management
• Website Management and User Experience
• Excellent writing skills, including proof reading and messaging
• Marketing Automation, Lead Generation and Lead Scoring
• Big Data Analysis from multiple sources
• Budget management, including budgetary responsibility for decision making relating to a wide variety of potential marketing channels
• Excellent interpersonal skills and the ability to effectively communicate with and relate to all levels both within and outside the organisation
• Excellent negotiation and relationship building skills
• Strong attention to detail
Hard Skills
The successful individual must have used more than approx. 70% of the tools used by dmg events or have proven experience of using an alternative for an events business.
• ESP – Emarsys, Adestra, Everlytic email composition and analysis
• CRM/database – Salesforce for campaign management
• Social Media Channels/ Hootsuite – LinkedIn, Twitter, Facebook, Instagram, YouTube (content creation, sponsored posts, analytics, and effectiveness)
• Registration – InfoSalons, N200, Form Assembly (including Social Amplification though InGo or Gleanin)
• Website – CMS (Umbraco, TYPO3, WordPress or similar) plus experience of design and user experience (working with 3rd parties)
• Google Suite
• SEO
• PPC
• Advocacy & exhibitor remarketing
• App management, networking platforms, content delivery platforms (webinar etc)
