ROLE SUMMARY:
As part of the centralised marketing support team in Asia at Informa Markets, the Senior Marketing Performance Manager will develop and implement strategies that drives the marketing effectiveness on both exhibitors and visitors promotion through online and offline marketing campaigns. He / she will closely monitor the marketing performance across the Asia event marketing team regarding all acquisition marketing, strategy management, execution and optimisation across channels, with an aim to optimise cost for lead conversion and increase lead conversion rate.
This role will provide marketing consultancy to different event marketing teams and help them to better serve the needs of our exhibitors and visitors under the new normal. He/she will play an important role in the digital transformation in the marketing team, as we start leveraging sales and marketing analytics to drive performance improvements.
This role will also be responsible for marketing campaign and results delivery for selected trade show. Good event management and hands-on marketing experience is preferred.
PERFORMANCE MANAGEMENT
- Build strategies to measure performance on acquisition marketing for both exhibitors and visitors
- Closely monitor the online and offline marketing campaign performance leveraging both digital and traditional means
- Collaborate with the Asia event marketing team to ensure successful delivery of marketing campaigns in line with agreed KPIs
- Supervise the production of relevant and timely pre-reg and post-event reports to monitor channel effectiveness and ROI
EVENT MANAGEMENT
- Lead the marketing strategy and create marketing plan for selected trade show
- Monitor marketing budget and make sure results delivered within budget
- Work with key stakeholders (including but not limited to partners, associations, speakers, suppliers) to run marketing campaigns in order to meet the target no. for exhibitors and visitors
INSIGHTS AND ANALYSIS
- Collect metrics and put together event / campaign analysis reports for evaluation
- Develop/improve campaign analytics dashboards to monitor marketing performance
- Play an analytical role in tracking and monitoring program performance against the overall goals and objectives of the centralised marketing support team
- Utilize data-driven methodology to analyse, measure and improve the effectiveness of all marketing channels
- Regularly review multi-channel analytics reports, plot trends and identify shortfalls across the team and provide advice on channels / strategies optimisation
- Conduct regular conversion rate optimisation audits, help teams to apply A/B tests and user testing to improve conversion rate across digital channels and assets
- Translate performance marketing information into actionable insights for guiding the Asia event marketing team to deliver better ROI and lower cost per lead
BEST PRACTICE DEVELOPMENT AND TRAINNG
- Develop and oversee marketing automation strategy, including setting up and optimising templates for newsletters, acquisition marketing, nurture campaigns, loyalty campaigns etc.
- Build a culture of testing and metrics-driven decision making in the teams
- Identify skill gaps and provide inputs on training needed
- Develop and implement frameworks to monitor this
- Bachelor’s degree in marketing or a related field
- Experience in trade show and/or event management industry is preferred
- 10 years of experience with a marketing team or ad agency, driving demand generation across marketing channels such as PPC, display, paid search, paid social and retargeting.
- Knowledge of project management systems
- Fluent in written and oral English, Cantonese and Mandarin
- Proficiency with Microsoft Office Suite
- Experience in analytic tools like PowerBI, Google Analytics
- Experience in marketing automation tools like Marketo, Eloqua, Hubspot
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, color, 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.
