Description:
The heartbeat of FT Live is our strong portfolio of event products and our ability to access, convene and engage the highest quality delegates and speakers. The Marketing Manager for the Innovative Lawyers portfolio and mini-brands will be responsible for continuing to build the glamorous and exciting legal portfolio, as well as some additional events, identifying new target audiences, developing a fuller understanding of both market and delegate needs, and creating inbound and outbound marketing strategies that leverage this insight. In this role, you will also be expected to work on event-related projects outside the core portfolio of events.
Outcomes
Success in this role will be defined by several dimensions:
- Defining and implementing the overall marketing strategy for a portfolio of events with an objective to grow sponsorship and delegate revenue, engage existing and attract new audiences
- Continuing to develop the portfolio, to ensure its market-leading position and ability to command premium sponsorship and delegate rates
- Successfully deliver in-person and virtual registration and attendee targets
Key Responsibilities
Strategic Planning:
- Work with project teams to design cross-channel marketing strategies to meet strategic objectives of individual events as well as the the portfolio as a whole
- Design operational implementation plans including key event and marketing milestones across the portfolio and ensure adherence to deadlines
- Develop marketing budgets in line with plans and ensure budget trackers across the portfolio are kept up to date
- Define messaging and comms strategy, specific to the portfolio and key customer personas and consistently lead with benefit-led messaging
- Define partnership strategy for events with a very clear focus on quality over quantity
- Design a comprehensive community and content strategy for the Innovative Lawyers series to cross-promote events and increase customer retention and engagement
Execution
- Map customer segmentation using demographics, psychographics, and other marketing techniques to predict behaviour
- Define and clearly communicate value proposition to customers
- Deliver against delegate revenue and attendance targets and support the commercial team in meeting sponsorship targets
- Work together with the Inbound team to develop and execute a year-round content marketing strategy that enables the distribution of strong, engaging digital content to customers and associated communities, that supports engagement, acquisition, conversion, upsell, and advocacy activities
- Identify data gaps and design steps to close these across the portfolio
- Responsible for each event’s digital presence and take primary responsibility for the front-end event microsites
- Ownership of the marketing campaign execution
Analytics & Reporting
- Monitor performance of all marketing campaigns across the portfolio and recommend performance improvement tactics if necessary
- Ensure all marketing activity and results are tracked and measured to allow dynamic investment based on analysis of current and past performance
Required Skills / Experience
- 4+ years of B2B marketing experience, ideally within the events and/or awards background
- Relationship Focus: Builds strong relationships (internal/external)
- Commercially, deadline and target driven
- Analytical and questioning mindset
- Strong copywriting skills
- Technology savvy. Able to quickly adopt and work with new technology solutions