The Role
We are seeking a technology-oriented yet creative, marketing executive with the ability to develop, monitor and optimize outbound campaigns and product (event) websites. The individual will be digitally savvy, analytical and data oriented with experience of continuous improvement and learning from past campaign performance. Experience of marketing technologies (email marketing and CMS systems) is a must and automation experience is desirable. The candidate will be an excellent communicator who works well as part of a marketing team, the event team and with stakeholders outside of the organisation.
Job Summary & Responsibilities
Key Performance Indicators
Work with the Marketing Manager and wider marketing team to deliver successful marketing campaigns for exhibitions in line with agreed KPI's
- Delivery of marketing campaigns in line with business objectives set by Marketing/Event Director
- Adherence to timelines and budgets
- Marketing KPI report
Main Responsibilities
Planning and Campaign Management
- Work with marketing manager and content executives to deliver outbound marketing campaigns and event websites in line with strategic objectives.
- Build operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers).
- Ensure all tracking is in place (as per Informa guidelines) and that as much of the campaign can be attributed to a channel/activity as possible. Develop ways of incentivising/monitoring offline channel performance.
- Develop relationships with media, association, industry partners and social media influencers and sign contra agreements in line with campaign objectives. Coordinate with performance executive re deliverables for contras and partners once an agreement has been signed.
- Raise PO’s and maintain budget trackers
- Appoint and manage external suppliers.
- Based on previous performance, work with CRO, and digital marketers to develop website content to maximise relevant traffic and conversion.
- Develop collateral (email, print, digital) as per the marketing plan
- In collaboration with the marketing manager, develop Content Calendar through designated channels (email marketing, social media, digital marketing, direct mail etc) to engage and convert relevant audience.
- Maintain active social media channels (in line with market expectations) and maximise engagement and conversion from these channels.
- Become part of a culture of testing and metrics-driven decision making in the team.
Analysis and Insight
- As directed by the marketing manager, monitor campaign performance and produce relevant and timely reports.
- Share relevant insights with marketing manager 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.
- Become part of 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.
- Send timely, relevant communications through designated mix of channels and optimise the effectiveness of these channels.
- Monitor and adjust campaign activity based on performance metrics.
- Work with content marketers to deliver Content Calendar through designated channels (email marketing, social media, digital marketing, direct mail etc.)
- Build, maintain and optimise product websites and work with internal support teams to make advancements and maximise conversion from the sites.
- Manage and format any external files for import into the Informa database or fulfilment purposes.
- Ensure all marketing collateral, email marketing, website content and digital marketing is thoroughly proofed, adheres to brand guidelines and agreed Informa standards.
Marketing Innovation
- Monitor and share new trends and techniques in both consumer and B2B marketing.
- Introduce new channels/techniques as appropriate for the industry/campaign and work with the performance marketing executive to monitor performance.
- Perform any other duties commensurate with the grade and level of responsibility.
Qualifications
- Educated to degree level or equivalent.
Background Knowledge, Skills & Experience
- Analytical and questioning mindset.
- Highly creative with excellent copy writing and visual marketing skills.
- Fast learner and committed to personal development and growth.
- Deadline and target driven.
- Experience of using email marketing platforms.
- Experience of working with databases and data selection/management software.
- Experience of working with CMS platforms (but coding knowledge not required).
- Experience of marketing analytics and reporting platforms (Google Analytics/Adobe or others).
- 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.
- Experience of working in a pressurised environment.
- Good 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 managing social media through scheduling platforms such as Sprout Social or Hootesuite etc. And experience of social media listening and sentiment analysis.
- Formal business/marketing higher education qualification.
- Experience of Eloqua and/or Adobe Experience Manager.
- Events marketing experience.
We know that sometimes the 'perfect candidate' doesn't exist, and that people can be put off applying for a job if they don't fit all the requirements. If you're excited about working for us and have most of the skills or experience we're looking for, please go ahead and apply. You could be just what we need!
We believe strongly in the value of diversity and creating supportive, inclusive environments where our colleagues can succeed. As such, Informa is proud to be an Equal Opportunity Employer.
We do not discriminate on the basis of race, colour, ancestry, national origin, religion, or religious creed, mental or physical disability, medical condition, genetic information, sex (including pregnancy, childbirth, and related medical conditions), sexual orientation, gender identity, gender expression, age, marital status, military or veteran status, citizenship, or other protected characteristics under federal, state or local law.
