Marketing Director

3 weeks ago

Boca Raton Florida, United States Informa Connect Full time
Job Description

The Marketing Director is responsible for developing and implementing marketing strategies and tactics that generate awareness, build brand loyalty, increase engagement from all targeted personas, and drive revenue for the Medical portfolio.

This is a dynamic position that requires a deep understanding of the Informa Connect Medical portfolio, strength in cross-team collaboration, leadership, critical thinking, and a deep curiosity and understanding of our audience. The focus may vary on a daily basis -- from planning, to project management and hands-on support of deliverables, to creating project reports and status updates. 

MARKETING PLANNING AND EXECUTION:

Own the development and end-to-end execution of year-round marketing strategies and plans, aligned to overall portfolio business goals and objectives, as well as market-segment specific goals and objectives. Prepare and present written goals, plans, schedules, timelines. 

Accountable to the ideation, execution, and management of integrated marketing, communications, and demand generation / lead generation campaigns for assigned verticals/brands through digital advertising, paid media and media partnerships, email, social media, and other tactics.

Adapt key marketing messaging and communication of value proposition(s) and own the development of supporting copy, calls to action, and customer journey for marketing campaigns, based on target customer segments, campaign goals, and desired results

Oversee website updates and the revision/creation of marketing materials, as needed, from concept to delivery and distribution; project manage internal team resources and external vendors (as needed) to deliver material within the calendar deadlines and marketing timeline

Partner with functional teams on content development for use in audience facing marketing materials as well as for acquisition, engagement, and retention campaigns

Interpret and analyze marketing/advertising campaign results and data; develop recommended strategies, timelines, and tactics to further optimize marketing spend and campaign ROI

Maintain intimate working knowledge of systems and technologies being used

Ensure consistent use of established branding, core value proposition messaging, imagery, and positioning across internal and external marketing materials, graphics, communications, and more; Cross-collaborate with peers in other lines of business to achieve consistent brand messaging where appropriate.

MARKET RESEARCH, CUSTOMER INSIGHTS AND OTHER DATA ANALYSIS:

Implement ongoing customer feedback programs focused on helping us gather insights around customer experience at various touchpoints, as well as to better understand our customers’ business challenges, needs, and wants. Regularly report and provide results, insights to internal stakeholders and key management.

Oversee post-event survey development, deployment, and results analysis; report/present results and insights to internal stakeholders and key management

May conduct competitive or benchmarking research and analysis as needed and report/present results to internal stakeholders and key management

Acquire deep understanding of our existing customer base and target customer segments as they relate to verticals; work hand-in-hand with brand managers, commercial/vertical teams to support the development of customer personas which will inform marketing and/or sales campaigns, the evolution of our product offer(s), and more.

PARTNERSHIPS:

Manage relationships with external partners and vendors in context of marketing to ensure successful participation and activations

Collaborate with brand teams to identify and execute new marketing partnerships designed to grow brand awareness, drive new customer acquisition, maintain and secure market position, and/or enhance show experience for exhibitors and attendees

   REPORTING AND BUDGET MANAGEMENT:

Regularly report to commercial leads, senior management team, and other key stakeholders as needed on marketing campaign and initiative results, effectiveness, and ROI

In cycle, utilize business analytics to create weekly pacing reports for show registration progress, including reporting on segments and interests of registered buyer pool

Manage the marketing budget for assigned projects/market segments – planning, monitoring and reconciliation

MANAGEMENT:

Manage marketing function and develop best-in-class marketing team

Be accountable to the execution of tactical marketing plans, deliverables, and responsibilities

Coach and develop junior team members

Interview, hire, supervise and evaluate interns and onsite temporary help (when applicable)

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