Event Marketing Specialist

3 weeks ago

Coventry, Coventry, United Kingdom Frasers Group Full time

Job Overview

Key Responsibilities:

POSITION SUMMARY

Assume accountability for promoting and elevating the Frasers Group's venue presence within the UK live events sector through the execution of a comprehensive marketing strategy aimed at achieving the venue's business goals, with a strong emphasis on enhancing customer engagement (both in-person and online); increasing market visibility; and generating B2B leads. Collaborate with the sales department to articulate the sales value proposition and develop supporting materials to bolster sales initiatives.

STRATEGIC INITIATIVES


• Formulate the annual marketing strategy in partnership with the Sales & Marketing Director and Executive Management, aligning with established business objectives and performance indicators for the upcoming years.


• Establish the public relations framework and oversee external partnerships to meet defined performance targets.


• Outline the sales methodology, value proposition, and necessary materials to enhance the customer journey and boost conversion rates.


• Implement the agreed-upon digital marketing strategy encompassing online platforms, social media, customer relationship management, and data management.


• Develop targeted sales campaigns to support the conference, concert, and hospitality sectors.


• Create lead generation tactics for the conference sales team.


• Define the approach for familiarization visits and ensure delivery against agreed attendance metrics and outcomes.


• Provide marketing support for B2C concert initiatives.


• Oversee networking strategies across events, exhibitions, and significant industry gatherings.


• Act as the venue's representative by participating in industry associations and collaborating with peers to promote best practices.


• Assist in executing the venue's award submission strategy to enhance its profile within the UK market.

PERFORMANCE GOALS

Collaborate with the Sales & Marketing Director and Executive Management to create the annual marketing strategy, aligning with established business objectives and performance indicators for the upcoming years.


• Define performance goals and corresponding metrics.


• Identify key market segments, requirements, and expectations.


• Establish key campaigns/projects with defined outcomes outlined in an annual schedule.


• Determine the annual marketing budget and ensure adherence to financial expectations.

Develop the public relations strategy annually and manage external resources to achieve set performance targets.


• Assess the market to select the most suitable resources with established performance metrics.


• Ensure visibility in key industry publications at critical times throughout the year.


• Implement an issues management strategy in collaboration with the Operations Director's broader issues management framework.

Define the sales methodology, value proposition, and necessary materials to enhance the customer journey and boost conversion rates.


• Collaborate with the Sales & Marketing Director to identify key stages from inquiry to completion.


• Develop plans and processes to effectively promote the venue at each stage and facilitate progress through the sales funnel.


• Work with the sales team and agencies to produce materials that support the sales process (both online and offline).

Execute the agreed-upon digital marketing strategy encompassing online platforms, social media, customer relationship management, and data management.


• Create a digital stakeholder map and monitor, addressing issues as they arise (e.g., Google, TripAdvisor reviews).


• Manage the website to meet established expectations (both internal and external).


• Oversee social media channels.


• Collaborate with agency partners to implement an agreed-upon data and CRM strategy.

Develop targeted sales campaigns to support the conference, concert, major sporting events, and hospitality sectors.


• Create an annual sales calendar with defined campaign periods and expected outcomes.


• Manage campaign plans internally or through agency support.

Lead generation tactics for the conference sales team.


• Explore digital and physical strategies (e.g., direct mail) for execution during key sales periods.

Define the approach for familiarization visits and ensure delivery against agreed attendance metrics and outcomes.


• Identify target audiences for attendance and create a framework for efficient implementation to achieve defined results throughout the year.

B2C concert marketing support.


• Define the support package as part of the venue's concert offering.


• Deliver according to established expectations, recognizing the venue's role and available support.

Oversee networking strategies across events, exhibitions, and significant industry gatherings.


• Identify exhibitions that the sales team can attend to promote the venue.


• Compile a calendar of events.


• Deliver on expectations.


• Record return on investment.
• Attend any venue subscriptions relevant to the Marketing Department.

Required Qualifications

Experience:

Previous marketing experience within a B2B events organization, preferably venue-focused.

Expertise in web and lead generation.

Ability to define and implement customer experience strategies for identified businesses.

Strong working relationship with sales teams.

Additional Information

Benefits

Onsite complimentary parking.

Subsidized dining options.

Work schedule includes 5 days within a 7-day week, including weekends and events based on the events timetable.

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