REPORTS TO: Vice President, Marketing
LOCATION: White Plains, NY
Collaborate with the VP of Marketing and various Show Directors/VPs to develop/implement/oversee strategic promotional programs to drive both exhibitor participation and attendance for assigned shows, including marketing partnerships, database development, creative campaigns, email campaigns, direct-mail campaigns, website oversight, social media, sales support collateral, onsite displays, special events and educational programming.
ESSENTIAL FUNCTIONS/JOB DUTIES: (Listed in order of importance. This list is not all inclusive; additional duties will be performed as required.)
•Lead and manage a team of full time marketing staff (direct reports).
•With Show Directors’ input, work with creative agencies/consultants/internal resources to conceptualize, develop and execute annual creative campaign strategies.
•Oversee print and electronic media buys: rate negotiation, barters, schedules and furnishing creative materials.
•Oversee attendee acquisition campaigns: data sourcing, segmentation, direct mail, email, e-newsletters, copywriting, telemarketing, and buyer relations support.
•Work with sales team to develop print and digital tools to support sales strategy; collaborate on email sales campaign content and schedule, utilizing best practices for lead scoring, data segmentation and A/B testing.
•Review weekly analysis of email and website metrics to ensure effectiveness of campaigns.
•Provide input and assist in management of show marketing budgets.
•Oversee creative, copy and show website update.
•Oversee management of various social media sites to build community and communicate year-round with customers.
•Oversee creative, copy and production of show directories.
•With Attendee Marketing Manager, conceptualize and oversee onsite displays
•With Programs & Events Marketing Manager, conceptualize and execute awards programs, and special events.
•With Programs & Events Marketing Manager, develop content and recruit speakers for annual exhibitor webinar series and onsite educational programming.
•Work with Exhibitor Marketing Manager to establish sponsorship packages and create supporting sales materials.
•Develop strategic partnerships with industry associations and trade publications to drive attendance and attract new buyer groups.
•Manage and execute public relations efforts as necessary for shows, or oversee external agency/resources, including drafting press releases, pitching, press list maintenance, and management of onsite Press Center.
•Liaise with Digital Team to ensure show websites meet the needs of both exhibitor sales and attendance efforts.
•Manage development and execution of mobile apps for various shows.
•Highly developed written and verbal communication skills with proven ability to write successful, effective copy across multiple channels.
•Strong organizational and project-management skills.
•Able to multi-task and pay close attention to detail in a deadline-driven environment.
•Proven success leading, coaching and managing staff.
•Strong analytical and problem-solving skills.
•Able to successfully develop and manage budgets.
•Proven ability to establish and nurture strategic business relationships.
•Able to work both independently and within a team environment.
•Public and/or media relations experience
•Flexibility to travel (up to 5%).
•Technical aptitude including MS Office Suite, Google Analytics, database management, CMS and mobile apps.
•Bachelor’s Degree in Marketing or Communications
•15 years of marketing experience required, with at least 5 years’ marketing leadership experience/team management.