Events Marketing Manager

Future’s Events business has grown significantly from two events in 2012 to over 40 events in 2018. This growth has been achieved both organically and through acquisition. The events we run include the National Homebuilding and Renovating Show, the Photography Show, the Music Week Awards and Generate conferences.

Future achieves almost £2m in attendee revenue across it’s events and this role is responsible for delivering delegates and attendees to our awards and conferences. The Event Marketing Manager would determine strategy and work across events such as the MCV Awards, Future Games Summit, Generate conference, Music Week Awards among others.

Key tasks and responsibilities

Campaigns & Budgets

Manage the day-to-day marketing for all events

Produce and implement marketing campaigns for each event, detailing planned activities, budgets, timelines and projected attendance numbers

Produce, monitor, control and report on the effectiveness of all marketing and promotional material including flyers, brochures, social media, promotional letters, email and web marketing material etc.

Ensure a consistency of messaging across all products through concise and creative copywriting

Closely monitor and report delegate revenue versus target on all events, updating central sheets in order to keep an accurate record of revenue on a weekly basis

Undertake gap analysis and produce targeted campaigns using advanced data segmentation techniques

Regular monitoring and reporting of marketing spend against budget. Maintaining the central cost control sheets in order to keep an accurate record of costs

Closely monitor and report delegate volumes versus agreed budgets for all events

Produce web page and social media analytics reports per event campaign

Be responsible for audience development for a series of brands, ensuring relevant data is available, fresh, revivified and accurately and effectively segmented

On-going investigation, agreement and fulfilment of external marketing opportunities for the events in accordance with targets per event or event series e.g. Association endorsements, continuing professional development, industry media partners and publications

Communication & Management

Work with sponsorship to develop and execute a sponsorship marketing campaign

Liaise with relevant departments internally to ensure effective marketing of events at all levels – magazines, newsletters, books, design and research

Liaise with a range of external suppliers – printers, mailing companies, sponsors and exhibitors – to ensure that campaigns are carried out on time and to budget

Manage the leads, and monitor the progress of the telesales team and motivate them where necessary

Manage Event Customer Services Exec, covering day-to-day management, training delivery, career progression planning and target setting

Management of Events Marketing Exec, covering day-to-day management, training delivery, career progression planning and target setting

Work closely with Head of Digital and Audience Development teams internally

Planning/Strategy

Monitor and control campaigns, relating data and results to future marketing planning decisions and budget allocation and to assist in overall analysis of marketing effectiveness

Prepare bi-weekly/monthly report covering delegate/table revenue, marketing activity, booking patterns and marketing spend for key stakeholders and suggest/implement remedial action where necessary

To conduct clear post-event analysis and report on the effectiveness of marketing activities to assist in the planning of future campaigns. To include; booking patterns, financial results, yield analysis, no-show rates, marketing spend, company type breakdowns, data review and channel analysis

Provide strategic feedback on the performance of products and marketing activities, and investigate and communicate strategies that can increase the effectiveness of marketing all products

To understand the purpose of all events across the business, how they sit together and why they are running. This includes a clear understanding of the target audience, their motivations for attending, and how best to reach them

Access and recommend opportunities to promote all Future products and improve brand awareness across the company’s product portfolio

To develop a clear strategy across your brands to increase delegate revenue

Monitor competitor marketing activity for threats and ideas to Future products and events

Company Responsibilities

Participate actively in group discussions on all products and contribute to an environment of shared knowledge, skills and expertise to encourage adherence to best practice

Contribute to the strategic development of marketing activities within the Events team and across Future

Build a close working relationship with other Directors and Senior Managers across the business

Systems and processes

Learn to use – and become an expert in – the internal/external systems that Future’s marketing department use on daily basis, namely:

Adestra

Swoogo

Netsuite

Essential skills and experience

Demonstrable marketing experience ideally in events

Ability to analyse marketing results and use them to determine, or change, strategy

Flexibility in working across, and understanding, a number of vertical markets

Able to identify current issues of marketing weakness and proactively suggest systems, processes and other solutions to improve these

Enjoys management and the development of direct reports

Comfort with pressure, short timelines and running concurrent campaigns

A personable and dynamic individual who is independently minded and self-motivated

Gravitas, credibility and strength of character – acting as a role model for the business values and behaviours to the wider Future staff

Future is a business of 700+ people, the successful candidate must be a hands on team player who shall be key in the event development of the business

Good written and verbal skills