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VP of Marketing
Penton Media, Inc.
Fort Lauderdale, FL, United States
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Company Overview
Informa is one of the world’s leading knowledge providers. We create and deliver highly specialized information through publishing, events, training, market intelligence and expertise, providing valuable knowledge to individuals, businesses and organisations worldwide.
The Global Exhibitions Division organizes transaction-oriented Exhibitions and trade shows, which provide buyers and sellers across different industries and communities with a powerful platform to meet face to face, build relationships and conduct business. Informa has a portfolio of more than 200 Exhibitions, serving a number of core verticals, including Property & Construction, Health & Nutrition, Beauty, and Pop Culture.
Job Scope: Achieve marketing objectives in terms of general attendance, qualified buyer attendance and inbound sales enquiries across the portfolio of events, including a clear strategy to harness the potential of digital marketing and digital channels
Effective communication with industry associations regarding marketing strategy and activities
Optimize the attendee and exhibitor customer journey
Identify and deliver marketing campaign best practice across the portfolio of events key dimensions:
Main Duties & Responsibilities:
Strategy
• Ensure each event has an effective marketing strategy in place with clearly defined targets, timelines and budget
• Ensure Boat Show Marketplace has an effective year-round marketing strategy in place with clearly defined targets, timelines and budget
• Proactively collaborate with internal stakeholders and associations regarding the strategic short-term and long-term planning for each event in the portfolio
• Establish and maintain a campaign effectiveness audit to develop future marketing strategy for each event
• Introduce innovative, creative and commercially justified new ideas and methods to increase campaign effectiveness
• Create and implement a digital marketing strategy for the portfolio, with clear trackable objectives, in conjunction with the Divisional Digital Marketing Director
• Introduce and encourage a data-driven approach to decision making ensuring the Voice of the Customer is front and center
Performance
• Ensure marketing teams are motivated and appropriately skilled / trained to carry out their responsibilities
• Establish Key Performance Indicators (KPI’s) for marketing teams and monitor delivery against these, implementing corrective actions where required
• Monitor campaigns for effective and accurate content, messaging and brand communication
• Manage the performance and targets of vendors including PR and media buying. Ensure the most effective vendors are contracted and that the contracts are commercially attractive with clearly defined objectives and expectations
• Establish, deliver and monitor an effective content calendar for each event in the portfolio including social channels
Fulfilment
• Fulfil sponsorship deliverables as advised by the General Manager
• Create, deliver and manage associated programs including VIP Buyer Programmes and Charity events
• Manage the content, production and delivery of Program & Event Guides
Technology & Data
• Work with the Divisional Marketing team to ensure effective technologies are in place to optimise campaign performance
• Be responsible for business users successfully adopting new marketing processes and technologies and liaise with Divisional teams to ensure marketers are effectively trained and supported
• Pioneer new functionalities available in technology platforms and identify how these can deliver improved campaign results
• Work with the Global Data Support Team to ensure incoming data is tagged and mapped appropriately for effective use in marketing systems
• Ensure that the collection of data and delivery of digital communications confirms with Group policies and relevant data privacy legislation
Reporting and Administration
• Ensure tracking mechanisms are in place for all campaigns and channels to monitor the effectiveness of individual campaigns
• Provide portfolio level marketing KPI and status reports to the business’s management team as advised by the General Manager
Additional duties and responsibilities as advised by the General Manager and / or Divisional Marketing Director.
Informa Exhibitions U.S., Construction and Real Estate offers a competitive compensation package including excellent benefits and matching 401k plan as well as generous time off.
All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender identity, sexual orientation, or national origin.