Senior Marketing Manager - Industrial

LEADERSHIP

• Line manage several marketing executives, working across a range of events and media products (exhibitions, digital, conferences)
• Provide guidance, feedback and inspiration to line reports
• Champion the adoption and optimisation of marketing technology solutions
• Work with line reports 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 line reports are competent managers and have the skills and training required to manage junior team members or specialists
• 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

• Monitor campaign performance by supervising the production of relevant and timely reports. Recommend changes to campaign execution based on data insights
• Share relevant insights with sales, event team and senior management 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
• Ensure delivery and accuracy of pre-agreed reports during and post campaign to monitor channel effectiveness and ROI
• Use recommended campaign analytics dashboards 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

• Plan product (largely exhibitions) marketing campaigns to meet strategic objectives
• Develop and monitor operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers)
• Monitor engagement with target media, associations, industry partners and social media influencers and help the team determine how they fit within the integrated campaign
• Develop marketing budgets in line with plans and ensure budget trackers are kept up to date
• Source external suppliers and ensure adherence to contractual terms and delivery
• 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
• Ensure optimisation of spend across marketing channels
• Agree paid media requirements and guide the negotiation of media buy (either directly or through an agency)
• 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 - in line with the content calendar and messaging
• Ensure that timely, relevant communications are sent through full mix of channels and optimise the effectiveness of these channels
• Monitor and recommend adjustments to the digital marketing activity based on performance metrics
• Input into the Content Calendar to ensure delivery through the most relevant channels (email marketing, social media, digital marketing, direct mail etc)
• Input into the PR plan (internal or external) and liaise with the event manager/event director
• Establish relationships with and manage strategically important partners to ensure maximum exposure at lowest cos