Emerald Expositions

Marketing Manager (HOW Events)

POSITION SUMMARY: Collaborate with Group Show Director, Event Director and Content Director to develop/implement/oversee strategic promotional programs to drive both exhibitor participation and attendance for HOW Events, 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:

  • 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
  • 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.
  • With Content Director and Event Director, conceptualize and execute any special events that may occur during the conference.
  • With Content Director, develop content/recruit speakers for monthly webinar series.
  • Work with Marketing Coordinator and sales team 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.
  • Strong analytical and problem-solving skills.
  • Able to successfully develop and manage budgets.
  • 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
  • 5-7 years of marketing experience required