Senior Marketing Manager
London - 240 BF

Job Reference: L2B-IEI-07971

Location: London - 240 BF

Closing Date: 04/12/2019

Department: IM - EMEA - Industrial

Division: Informa Markets

We are seeking a digital savvy, highly motivated senior 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 optimisation, 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, and have plenty of experience in managing teams and together deliver as a united team.


Joining a wider divisional marketing team of 20 and responsible for 2 international events (in mainland Europe and Asia), a conference and a biennial UK based event, the candidate for this role should be willing to travel for their events.

 

Job Purpose:

Responsible for managing and delivering successful cross-channel international marketing campaigns for exhibitions and awards in line with agreed KPI's, from inception through to world-class execution.

job accountabilities:

Key Performance Indicators

  • Ensure overarching event strategy is mirrored across all marketing channels, in line with business objectives set by Marketing/Event Director
  • Manage timelines and budgets
  • Marketing KPI report

key dimensions:

Main Duties & Responsibilities:

TEAM MANAGEMENT

  • Line manage an Assistant Marketing Manager, plus two or more marketing assistants/executives working across a range of events. Remote team management for non-direct reports will also be required.
  • 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 optimisation 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

  • Develop marketing strategy based on customer segmentation and strong understanding of customer drivers, both visitors and exhibitors
  • Ownership of data build strategies and implementation of new data nurture journeys
  • 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 Informa Markets

 

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 Gant charts, Time & Action Plans, Content Calendars, Budget Trackers)
  • Identify target media, associations and industry partners 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
  • Recommend website strategy to maximise 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. Ensuring all content is provided in translated formats where required.
  • 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
  • Develop and deliver Content Calendar through relevant channels (email marketing, social media, digital marketing, direct mail etc)
  • 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
  • Direct and 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

 

Person Specification

Minimum Education Level:

  • Educated to degree level or equivalent

Background Knowledge, Skills & Experience:

  • 5+ years’ experience in marketing (ideally including Chinese markets)
  • Strong track record of successful brand marketing - including brand and creative development, CRM, digital content marketing, PR
  • Experience of line management is essential – you know how to get the most out of your team
  • Commercially driven
  • 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 across multiple time-zones
  • 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

 

  • Knowledge of and/or interest in the global shipping market, transport, warehousing or logistics
  • 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

 

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