Marketing Manager
Sarasota, Florida

Job Reference: SFX-MAR-04268

Location: Sarasota, Florida

Closing Date: 31/12/2018

Department: Marketing

Division: Global Exhibitions

Informa's Life Sciences FIME team is seeking a digital savvy, highly motivated marketing manager with experience of designing and delivering complex integrated campaigns. The individual needs to be analytical and data orientated with a history of testing and optimization, but with creative flair and exceptional attention to detail. The candidate should have experience of marketing automation technologies and be accustomed to delivering in a fast-paced, dynamic environment.

The Marketing Manager will 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 reports

Main Duties & Responsibilities:

Team Management

  • Line manager 1 or more marketing executives working across a range of events and media products (exhibitions, digital, magazines, awards, 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 ensures they have a clear development roadmap
  • Ensure adoption and optimization of marketing technology solutions, identity 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
  • Analyze and report trends over time and use these insights to build more effective campaigns
  • Work with Data & Insight 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 management policies are adhered to
  • Provide pre-agreed reports during and post campaign to monitor channel effectiveness and ROI
  • Use recommend 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 with 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 (including Grantt charts, Time & Action Plans, Content Calendars, Budget Trackers) 
  • Identify target media, associates, industry partners and social media influencers to 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 message 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.)
  • Manager PR agency (internal or external) with input from Event Manager/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 maximize conversion
  • Coordinate the design and production of all marketing collateral to be determines within the marketing plan
  • Ensure all marketing collateral, email marketing, website content and digital marketing are thoroughly proofed, and adheres to brand guidelines and agreed Informa standards

Qualifications:

  • Bachelor's degree from accredited university
  • Thorough understanding and 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 working in pressurized environment
  • Excellent vernal and written communication skills
  • Proficient in MS Office, including intermediate to advanced skills in PowerPoint, Word, Excel, and Outlook

Our ideal candidate will also have:

  • Experience using marketing automation technology- Eloqua preferred!
  • Experience working with CMS platforms (coding knowledge not required)
  • Experience managing social media through scheduling platforms such as Sport Social, Hootsuite, etc., and experience with social media listening and sentiment analytics
  • Experience of marketing analytics and reporting platforms (Google Analytics, Adobe, etc.)
  • Formal business or marketing higher education qualification
  • Experience using Eloqua and/or Adobe Experience Manager
  • Events marketing experience

Informa Exhibitions U.S., Life Sciences offers a competitive compensation package including excellent benefits and matching 401k plan as well as generous time off.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender identity, sexual orientation, or national origin.

 

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