Head of Event Marketing

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
- Entrepreneurial spirit - ready to work with the team to test ideas, innovate and drive results

**Place of work**:hybrid 2 days in the office, 3 days from home, could change over time depending on business needs.

**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.