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Director of Audience Development & Experience
Forbes
Jersey City, NJ, United States
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Description
Reporting to the VP, Brand Marketing, this role will lead a small team with a focus on cultivating & maintaining a network for ForbesLive and Forbes growth products - identifying, defining, targeting and nurturing communities, both large (6,000) and small (50), paid and unpaid, to convert as attendees for a series of programmed summits and sponsored custom events (mostly US & EMEA). This role is goaled on revenue and audience KPIs by event.
Audience Recruitment, Engagement & Experience
• Develop an audience development strategy, across all platforms & touchpoints, ensuring consistent & targeted messaging (working with content team), as it relates to ForbesLive
• Build & maintain a network, a ForbesLive community
• Drive a High Quality, targeted audience to every ForbesLive Summit via multiple channels – email, social (organic, paid), partnerships, etc.
• Collaborate with custom event owner, driving specialized audience to custom events, activating multiple channels
• Build loyalty - Engage communities continuously, not just in the build-up and follow-up to an event - find ways to provide value and nurture year-round
• Build and maintain relationships with partners that can supplement meaningful and repeat -access to communities of interest
• Achieve annual revenue and attendee goals for all paid events
• Network onsite with VIP attendees in various capacities to increase engagement and elevate the Forbes brand
Content Development & Event Marketing
• Develop compelling content around event pillars throughout the year, build a strong engaged following for ForbesLive & growth products within industries and communities of interest, tweak & adjust messaging by persona
• Convey attendee benefit across segments, working closely with stakeholders to interpret programming and value
• Be ForbesLive AD SME – Maintain positioning of ForbesLive events as best in class, thoroughly research & understand our competition, innovation in industry & how best to differentiate
• Work to uphold Forbes & ForbesLive brand – maintaining associated cachet, feeling of audience selectivity and exclusivity
• Collaborate with stakeholders across the business, including editorial, product, LOB Leaders, social, event logistics, to package and message event value proposition
• Apply efficient solutions to operational tasks – vetting VIP attendees, customer care & logistics communication
• Work alongside team to develop content to distribute at scale, across Forbes owned properties / channels, extensions for social, partner media channels & co-branded efforts
• Collaborate to produce sales enablement materials & assets as extensions of core content
Strategy & Pricing
• Work with team to develop promotional strategy & plan for annual calendar of ForbesLive events
• Manage attendee forecast, budget and reporting
• Compile effective pricing strategy for each summit, with required research & stakeholder approval
• Manage reporting as it relates to attribution by channel and revenue sources, use this data to optimize & improve future forecasts
Digital Marketing & Campaigns
• Collaborate with campaign team to execute on strategy by channel, aligning with annual calendar
• Work with campaign team to draw insights from data, measure campaign performance and determine best strategies/tactics for driving improvements as it pertains to ForbesLive
• Collaborate with teams to drive & optimize Forbes audience & site traffic via a variety of channels – email, organic & paid social, SEO, strategic partnerships & content syndication
• Utilize the marketing technology landscape – recommend and test new uses of technology to better understand, engage, nurture and convert audiences
Data & Optimization
• Within a company-wide database & ForbesLive community, help implement & optimize a self-updating list architecture – enabling a dynamic, scalable, searchable, transparent & repeatable audience building process
• Build and maintain a database of participants, both speakers and attendees across every ForbesLive event both large and small, editorially-driven and custom
• Discover opportunities to build audiences outside of the mainstream database & ForbesLive community
Your Skills & Experience
• Experience with – and a passion for! - audience development, live events & content marketing– minimum of 5 years’ experience, convening & creating compelling content for diverse audiences across C Level, entrepreneurs, millennial, vertical LOB leaders and most innovative company lists
• Experience using Marketing automation systems (Marketo) and CRM tools (Salesforce)
• Analytical and problem-solving skills, and ability to use data from multiple sources to gain insights and help drive decisions
• A track record of exceeding goals – specifically attendance goals for paid events
• A track record of working with marketing and sales teams to manage data for the development and execution of outbound campaigns
• Online marketing experience, and expertise in Email, Social & SEO
• Highly organized with outstanding project management and negotiation skills
• Possesses the ability to manage multiple projects concurrently, with precise attention to detail
• A demonstrated team player and collaborator in an environment that fosters creativity and a culture of open and honest communication
• Hold a Bachelor’s Degree in marketing, advertising, data science, information technology; or the equivalent work experience
Forbes Media is a global media, branding and technology company, with a focus on news and information about business, investing, technology, entrepreneurship, leadership and affluent lifestyles. The company publishes Forbes and Forbes Asia magazines, as well as Forbes.com. The Forbes brand today reaches more than 117 million people worldwide with its business message each month through its magazines and 38 licensed local editions around the globe, Forbes.com, TV, conferences, research, social and mobile platforms. Forbes Media’s brand extensions include conferences, education, financial services and brand licensing.
Forbes is an equal opportunity employer.