To head up our Event Marketing function, managing a team of 4, with responsibility for developing the events marketing strategy, delivering effective marketing campaigns to drive financial targets, within budget and to a high standard.

The Head of Event Marketing will champion marketing excellence to produce exceptional marketing outputs that deliver strong and sustainable results. They will be a confident, experienced team leader who leads proactively from the front, able to communicate, problem solve and influence at a senior level. They will posses a drive to grow the turnover and profitability of the business whilst creating an engaging and rewarding environment for the team.

This high-profile role in emap will work closely with the Event Development Director, Commercial Directors and Heads of Content and Operations to grow key products and identify revenue and growth opportunities.

Key Accountabilities:

Event Marketing

  • Increase both the number of delegates attending our events and the percentage of online registrations
  • Improve marketing effectiveness by using data to make channel and marketing strategy decisions
  • Oversee and ensure a high level of written copy and communication, identifying and targeting different personas
  • Devise, implement, manage and measure strategies to drive conversion rates of prospects whilst offering solutions and reasons to attend
  • Work with senior colleagues to develop robust pricing strategies to maximise revenue
  • Support the profitable expansion of the portfolio of events into new areas
  • Develop our marketing services to provide additional benefits to sponsors

 

Financials

  • Delivery of the revenue and contribution budget
  • Meet growth targets for awards entries, free of charge and paid delegates, and deliver campaigns that support table sales and drive sponsorship leads.

 

Team Leadership

  • Inspires and develops a talented team of marketers and is a key contributor within the Event leadership team

 

Planning, Strategy and Budget Management

  • Undertakes extensive analysis to make informed decisions
  • Develops the events marketing strategy and individual event product strategy and objective setting to support the event overall strategy and financial goals
  • Production and management of annual and ad hoc marketing budget incl. purchasing, invoicing and raising purchase orders where relevant

 

Stakeholder Management

  • Cultivates relationships with senior events management team, sales leaders, content curators to deliver best marketing outcomes
  • Works with central marketing to ensure data, shared systems are delivering as required

 

Collateral and Brand Guardianship

  • Follows central brand guidelines and event brand guidelines
  • Delivers brand-leveraging collateral to drive sector specific engagement
  • Owns the events websites and work with the central technology team to improve customer experience

 

Reporting

  • Monitoring and evaluation of portfolio effectiveness against KPIs, including ROI, MQLs and SQL conversions

Key Elements Of The Role:

Drive growth:

  • Work with brand marketers to drive the right customer insight and develop segmentation to inform growth opportunities
  • Driving the strategic marketing planning process for the top events and develop the brand propositions in line with the parent brands
  • Work with the delegate sales teams to create an effective lead to sales process
  • Champion cross-selling and seek out upsell opportunities to increase average customer value

 

Deliver results:

  • Create clear KPI’s and detailed planning for resources and activity
  • Develop campaign excellence through great analysis of results, development of creative ideas and best practice
  • Fully optimise the marketing mix by segment
  • Drive innovative, compelling and profitable creative work
  • Use the CRM and market platform to optimise lead generation and maximise the effectiveness and efficiency of marketing activity
  • Focus on improving ROI, CPA and MQLs
  • Develop and track segmented personalised communications for customers, lapsed and new prospects
  • Coordinate and develop the data strategy by sector
  • Analyse customers browsing and buying behaviours and adapt the marketing approach appropriately
  • Drive an effective delegate acquisition strategy for conference attendees

 

Develop a strong team:

  • Recruit, lead and empower a high-performing team of events marketers
  • Set clear goals, objectives and development plans. Be a great coach

Qualifications & Experience:

  • 5 years+ event marketing experience at a senior level and line management experience
  • Hold a degree or CIM qualification preferred
  • Managed teams and has experience of working with central teams and multiple stakeholders
  • Experience of launching new events and building the business case from a marketing perspective
  • Proven experience of developing and managing strategic plans, budgets and · target
  • Experience of working with CRM and data systems – strong ability to direct data strategy
  • B2B Experience
  • Core marketing skills including proposition development, branding, segmentation, pricing, research, distribution/channel development and multi-media through online communication
  • Experience driving online engagement
  • Solid knowledge and experience of website analytical tools
  • Content led marketing essential
  • Sales lead generation and nurture experience essential

IT Experience

 

  • Confidence with IT, especially Microsoft Excel.
  • Must be highly competent with general computer use including Microsoft word, excel, PowerPoint and outlook
  • Marketing automation (Marketo, Pardot, Eloqua, HubSpot or similar)
  • Experience using Google or Adobe analytics, web trends or similar
  • Social Media campaign management (Sprout, hootsuite etc)
  • PPC including Google Ad and Linkedin essential
  • Website CMS and of SEO desirable
  • Sales CRM (Salesforce, ELAN or similar)

 

Skills & Competencies

 

  • Commercially astute and analytically minded
  • Excellent verbal and written communication
  • Highly organised and KPI focussed – driving high performance through clear management of metrics
  • Financial understanding and ability to produce investment cases
  • Ability to influence at a senior management level
  • Outstanding understanding of online audiences’ behaviour, needs and changing trends
  • Ability to spot opportunities and transform ideas into practical reality and review existing challenges and generate fresh solutions
  • Entrepreneurial spirit – ready to work with the team to test ideas, innovate and drive results

Benefits: emap is part of Metropolis Group, together we are committed to providing a happy and healthy place to work, so we offer fantastic benefits and perks to our employees.

  • 25 days of holiday per year (with the option to buy or sell)
  • Health plan
  • Life insurance cover
  • Cycle to work scheme.
  • Discounted gym memberships
  • Retail discount vouchers
  • Private virtual GP access
  • Income Protection and more

How to apply:
Please send your CV covering letter with notice and salary expectations to metropolis.careers@emap.com.  Due to the volume of applications, we receive, we are unable to give individual feedback at the application stage, however if you are successfully shortlisted you will be contacted within 10 working days of the closing date.

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