Marketing Manager - Cityscape

KEY RESPONSIBILITIES

• Ownership and accountability for marketing strategy, including planning, implementation, management, and optimization for both inbound and outbound marketing campaigns.

• Delivers on strategic KPIs by driving online traffic, leads and conversions with the ability to present these ongoing results in regular updates.

• Understands our visitor and exhibitors' digital behavior, through continual testing and reporting on channel and campaign performance, in order to optimize plans. This will include using Adobe Analytics, Google Analytics and other third-party platforms to spot issues and opportunities.

• Benchmarks and sets new KPI targets to measure and elevate the performance of your digital marketing campaigns.

• Work with our supporting agencies to develop the strategy and setup of all paid campaigns.

• Measure and optimize our paid marketing using vendor-specific dashboards, Google Analytics, and marketing analytics reports.

• Identifies evolving SEO practices and collaborates with internal stakeholders and external agencies to develop new cutting-edge digital campaigns.

• Develops new and creative organic search growth strategies for each stage of a customer lifecycle, in accordance to the unique digital trends and platforms of various international markets.

• Collaborate with content marketing and blog contributors to create high-quality content around important, relevant terms.

• Manage and improve organic search engine performance and goal-setting based on clickthrough rates, traffic, and conversions.

• Design and implementation of testing and optimization strategies (including A/B testing, landing pages and CTA's).

LEADERSHIP

• Work with line reports & marketing team to ensure successful delivery of marketing campaigns in line with agreed KPI's, event and divisional strategy.

• Line manages digital marketer/s in order to successfully implement campaign strategies.

• Provide guidance, feedback and inspiration to line reports.

ANALYSIS & INSIGHT

• Monitor campaign performances by producing relevant and timely reports.

• Recommend changes to campaign execution based on data insights.

• Identify trends and insights, and optimize spend and performance based on the insights.

• Share relevant insights with wider marketing team and senior management to drive revenues or pursue new opportunities.

PLANNING & CAMPAIGN MANAGEMENT

• Work with the marketing team to plan marketing campaigns to meet strategic objectives - visitor attendance, exhibitor acquisition.

• Monitor operational implementation plans and ensure adherence to deadlines (including Drop Schedules, Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers).

• Assist marketing managers with the development of marketing budgets in line with plans and ensure digital elements of budget trackers are up to date.

MARKETING EXECUTION

• Work with marketers to identify the target universe and key segments within the target universe

• Assist with the development of personas, value propositions and messaging for each of the key segments for each product

• Ensure that timely, relevant communications are sent through a full mix of digital channels and are optimized for each channel

• Significant experience in a digital marketing role to manager level

• Experience in using Eloqua, Adobe Analytics and Adobe Target

• Analytical and questioning mindset

• Solid experience of A/B web and email testing

• PPC and SEO experience

• Excellent time keeper, with ability to juggle multiple projects

• Self-motivating with strong ability to work both on independent projects and projects involving many stakeholders

• Proven experience of hitting digital channel KPIs

• Passion for digital marketing

• Ability to communicate ideas clearly, effectively and persuasively

• Database development and growth including segmentation and personalization

• Deadline and target driven

• Excellent verbal and written communication skills

To design and deliver successful marketing campaigns for exhibitions, conferences, awards, and digital products in line with agreed KPI's

Key Performance Indicators

• Delivery of marketing campaigns in line with business objectives set by Marketing/Event Director.

• Adherence to timelines and budgets.

• Marketing KPI report.

Main Duties & Responsibilities

TEAM MANAGEMENT

• Line manage 1 or more marketing executives working across a range of events and media products (exhibitions, digital and conferences).

• Provide guidance, feedback and inspiration to line reports.

• Work with line reports & marketing team to ensure successful delivery of marketing campaigns in line with agreed KPI's, event and divisional strategy.

• Work with line reports to develop skills and competencies and ensure they have a clear development roadmap.

• Ensure adoption and optimization of marketing technology solutions, identify training needs and ensure line reports are technically proficient.

• Reflect the high-performance culture of the marketing team.

ANALYSIS & INSIGHT

• Monitor campaign performance, produce relevant and timely reports and recommend changes to campaign execution based on data insights.

• Share relevant insights with sales and event team to drive revenues or pursue new opportunities.

• Analyse and report trends over time and use these insights to build more effective campaigns.

• Work with data & insights specialists to capture relevant and timely data (onsite & post show surveys, registration forms, industry research etc).

• Work with internal teams to ensure data governance and data management policies are adhered to.

• Provide pre-agreed reports during and post campaign to monitor channel effectiveness and ROI.

• Use recommended campaign analytics dashboards daily to monitor performance.

• Build a culture of testing and metrics-driven decision making in the team.

• Share case studies with marketers within the team, division and Global Exhibitions.

PLANNING & CAMPAIGN MANAGEMENT

• Work with show teams to plan product (largely exhibitions) marketing campaigns to meet strategic objectives.

• Build operational implementation plans and ensure adherence to deadlines

• Identify target media, associations, industry partners and social media influencers and determine how they fit within the integrated campaign.

• Develop marketing budgets in line with plans and maintain budget trackers.

• Appoint and manage external suppliers.

• Work with internal teams and external agencies to deliver digital marketing, social media and PR in line with marketing plans to hit agreed KPI's.

• Optimize spend across marketing channels.

• Identify paid media requirements and negotiate media buy (either directly or through an agency).

• Recommend website strategy to maximize relevant traffic and conversion.

MARKETING EXECUTION

• Identify target universe and key segments within target universe.

• Develop personas, value propositions and messaging for each of the key segments.

• Copy writing - according to strengths within the team - in line with the content calendar and messaging.

• Send timely, relevant communications through full mix of channels and optimize the effectiveness of these channels.

• Monitor and adjust digital marketing activity based on performance metrics.

• Develop and deliver Content Calendar through relevant channels (email marketing, social media, digital marketing, direct mail etc.)

• Build and manage a rich content/editorial calendar that attracts a qualified audience to our owned properties (including blog posts, whitepapers, eBooks, reports, webinars, infographics, etc.).

• Manage PR agency (internal or external) with input from event manager/event director.

• Establish relationships with and manage strategically important partners to ensure maximum exposure at lowest cost to show budget.

• Maintain active social media channels in line with market expectations, monitor engagement and maximise conversion.

• Coordinate the design and production of all marketing collateral to be determined within the marketing plan.

• Ensure all marketing collateral, email marketing, website content and digital marketing is thoroughly proofed, adheres to brand guidelines and agreed Informa standards.

Qualifications

Minimum Education Level

• Educated to degree level or equivalent.

Background Knowledge, Skills & Experience

• Thorough understanding & experience of digital (PPC, SEO, online advertising) and direct marketing.

• Database development and growth including segmentation / advanced targeting.

• Building relationships with partners and stakeholders.

• Analytical and questioning mindset.

• Significant exposure to design and print suppliers / agencies.

• Strong copywriting skills.

• Deadline and target driven.

• Experience of working in a pressurised environment.

• Excellent verbal and written communication skills.

• Proficient in the use of MS Office including intermediate/advanced PowerPoint, Word and Excel.

• Technology savvy. Able to quickly adopt and work with new technology solutions.

Desirable

• Experience of using marketing automation technology (preferably Eloqua).

• Experience of working with CMS platforms (but coding knowledge not required).

• Experience of managing social media through scheduling platforms and experience of social media listening and sentiment analysis.

• Experience of marketing analytics and reporting platforms (Google Analytics/Adobe or others).

• Formal business/marketing higher education qualification.

• Experience using Eloqua and/or Adobe Experience Manager.

• Events marketing experience.