Event Marketing Specialist

3 weeks ago

Coventry, Coventry, United Kingdom Frasers Group Full time

Frasers Group is recognized as a premier destination for a diverse range of events, drawing in millions of attendees annually.

We take pride in hosting a wide array of exhibitions and sporting occasions, including significant international competitions. Our venue is synonymous with entertainment, having welcomed numerous world-renowned artists and bands.

Key Responsibilities:

Overview of Duties

Oversee the enhancement of Frasers Group's standing within the UK events sector by executing a comprehensive marketing strategy aimed at achieving the venue's commercial goals, with a strong emphasis on customer satisfaction (both in-person and online); market visibility; and B2B lead generation. Collaborate with the sales department to establish the sales proposition and develop supporting materials.

Strategic Planning

• Formulate the annual marketing strategy in partnership with senior management, aligning with defined commercial objectives and performance indicators.

• Establish the public relations framework and manage external resources to meet established performance targets.

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

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

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

• Create lead generation initiatives for the conference sales team.

• Coordinate familiarization visits and ensure attendance meets agreed-upon levels and outcomes.

• Provide marketing support for consumer concerts.

• Manage networking strategies across events, exhibitions, and key industry gatherings.

• Represent the venue at industry associations and collaborate with peers to promote best practices.

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

Goals and Objectives

Develop the annual marketing strategy in collaboration with senior leadership, focusing on defined commercial objectives and performance metrics.

• Set clear objectives and corresponding performance indicators.

• Identify key market segments, requirements, and expectations.

• Outline key campaigns/projects with defined outcomes in an annual calendar.

• Establish the annual marketing budget and ensure adherence to expectations.

Establish 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 indicators.

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

• Develop an issues management plan in conjunction with broader operational strategies.

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

• Collaborate with senior management to identify key stages from inquiry to completion.

• Implement 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.

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

• Create a digital stakeholder map and monitor, addressing issues as they arise.

• Manage the website to meet internal and external expectations.

• Oversee social media channels.

• Collaborate with agencies to execute a comprehensive data and CRM strategy.

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

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

• Manage campaign plans internally or through agency support.

Create lead generation initiatives for the conference sales team.

• Explore both digital and physical strategies for execution during key sales periods.

Coordinate familiarization visits and ensure attendance meets agreed-upon levels and outcomes.

• Identify key audiences for attendance and create a framework for efficient implementation to achieve defined results.

Provide marketing support for consumer concerts.

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

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

Manage networking strategies across events, exhibitions, and key industry gatherings.

• Identify exhibitions for the sales team to attend to promote the venue.

• Compile a calendar of events.

• Deliver on expectations and record return on investment.

Qualifications:

Previous marketing experience within a B2B events environment, preferably venue-based.

Experience in web and lead generation.

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

Strong collaborative skills with sales teams.

Benefits:

Onsite complimentary parking.

Subsidized dining options.

Flexible working schedule across a 7-day week, including weekends and events as per the events calendar.

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