To autonomously design and deliver successful marketing campaigns for The Autumn Fair exhibition and digital products in line with agreed KPI's.

Key Performance Indicators

• Design and delivery of marketing campaigns in line with business objectives set by Head of Marketing

• Adherence to timelines and budgets

• Marketing KPI report

Main Duties & Responsibilities

PLANNING & CAMPAIGN MANAGEMENT

• Work with show teams to plan The Autumn Fair marketing campaigns to meet strategic objectives

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

• 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

• Optimise spend across marketing channels

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

• Recommend website strategy to maximise relevant traffic and conversion

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

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 optimise the effectiveness of these channels

• Monitor and adjust digital marketing activity based on performance metrics

• Create, develop, deliver Content Calendar through relevant channels (email marketing, social media, digital marketing, direct mail etc) and monitor social media performance

• 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

TEAM MANAGEMENT

• Line manage or work with one or more marketing executives to execute campaigns according to the agreed plan

• Provide guidance, feedback and inspiration to line reports/assisting team

• 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 (in the event of line management responsibility) to develop skills and competencies and ensure they have a clear development roadmap

• Ensure adoption and optimisation of marketing technology solutions, identify training needs and ensure line reports are technically proficient (in the event of line management responsibility)

•  Reflect the high-performance culture of the marketing team

• Used LinkedIn Learning and management training courses to prepare for individual line management and managing a team

Qualifications

Qualities needed for the role

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 social media skills, including basic design

• 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, Excel

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 such as Hootsuite etc. 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