Venue Marketing Manager

4 weeks ago

Coventry, United Kingdom Frasers Group Full time

Coventry Building Society Arena has forged an enviable reputation as the leading international venue for a variety of events, attracting more than 1.3 million visitors a year.  

We are renowned for hosting a myriad of exhibitions and sporting events, including the Commonwealth Games.  The home of Coventry City Football Club, Coventry Building Society Arena is synonymous with music, having hosted many of the biggest bands on the planet, including the The Killers, Rammstein, Rolling Stones, Bruce Springsteen, Coldplay, Harry Styles, Arctic Monkeys and in 2024 we welcome Bryan Adams and Sean Paul.

Roles and Responsibilities:

DESCRIPTION

Take responsibility for managing and enhancing the Coventry Building Society Arena’s reputation within the UK live events market through the delivery of an annual marketing plan which delivers the venue’s commercial objectives with a particular focus on customer experience (physical and digital); market awareness and B2B lead generation. Work with the sales team to define the sales proposition and create collateral to support the sales effort.

 

OVERVIEW

• Create the annual marketing plan in conjunction with the Director of Sales & Marketing and Managing Director, to defined commercial objectives and KPIs over the next 5 years.

• Set the PR programme and manage external resource to deliver against set KPIs.

• Define the sales process, proposition and required collateral to improve the sales customer experience and conversion rate.

• Deliver the agreed digital strategy covering online, social, CRM and data acquisition/mangement, online review sites.

• Create defined sales campaigns to support the confex, concert and hotel business.

• Lead generation strategies for the confex sales team.

• Agree approach to familiarisation visits and devise/deliver to agreed attendance levels and outcomes.

• B2C concert marketing support.

• Manage networking strategy cross events, exhitions and key industry events/dinners.

• Be the ambassador for the venue by attending industry assocations and work collabratality with others to drive best pratice.

• Support in deliviering the venue award applications strategy to increase the profile of the venue within the UK market.

 

OBJECTIVES

Create the annual marketing plan in conjunction with the Director of Sales & Marketing and Managing Director, to defined commercial objectives and KPIs over the next 5 years.

• Set objectives and corresponding KPIs.

• Agree key segments, requirements and expectations.

• Agree key campaigns/projects with defined outcomes set out in an annual calendar.

• Agree the annual marketing budget and deliver to expectations.

 

Set the PR programme annually and manage external resource to deliver against set KPIs.

• Review the market to appoint the most relevant resource with set KPIs.

• Ensure presence in key trade titles at key time/features across the year.

• Put in place an issues management plan in conjunction with the Operations Director’s wider isses management plan.

 

Define the sales process, proposition and required collateral to improve the sales customer experience and conversion rate.

• Work with the Director of Sales & Marketing to identify key stages from enquiry to completion.

• Put in place plans and processes to sell the venue at each stage and encourage progress through the sales funnel.

• Work with the sales team and agencies to deliver collateral that supports the sales process (on and off line).

 

Deliver the agreed digital strategy covering online, social, CRM and data acquisition/mangement, online review sites.

• Devise digital stakeholder map and monitor, responding to issues accordingly eg Google, Trip Advisor reviews.

• Manage the website to agreed expectations (internal and external).

• Manage the social media channels.

• Work with agency support to deliver an agreed data and CRM strategy.

 

Create defined sales campaigns to support the confex, concert, major sporting and hotel business.

• Put together an annual sales calendar with defined campaign periods and outcomes.

• Manage campaign plans internally or through agency support.

 

Lead generation strategies for the confex sales team.

• Look at digital and physical strategies (eg DM) for execution at key sales periods.

 

Agree approach to familiarisation visits and devise/deliver to agreed attendance levels and outcomes.

• Identify key audiences for attendance and create framework that allows for efficient implementation to defined results over the year.

 

B2C concert marketing support.

• Define the support package as part of the venue concert proposition.

• Deliver to defined expectations acknowledging role of venue and available support.

 

Manage networking strategy cross events, exhitions and key industry events/dinners.

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

• Compile a calendar of events.

• Deliver on expectations.

• Record ROI. • Attend any venue subcriptions that relate to the Marketing Department.

 

Experience:

Previous marketing experience within a B2B events business, ideally venue based.

Web and lead generation.

Define and dlivery customer experience plans for identified busiiness.

Working realationship with sales teams.

Benefits

Onsite free parking.

Subsidised canteen.

Working 5 days in 7 per week, including weekends and events subject to events timetable.

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