Marketing Director, USA Beauty

Company Description

USA Beauty is the nation’s leading network of beauty industry events, connecting professionals, students, and brands from around the globe through live, virtual and hybrid events, specialist digital content and actionable data solutions. Through our growing portfolio of shows, we join together our unique experience, expertise, and skills in our mission to bring beauty to the world.

People are the core of all that we do, and we are proud to serve the beauty community every step of the way. Our business welcomes all representatives of the professional beauty industry to meet with top brands from around the globe, get hands-on education, shop, connect with their community, and stay up to date with the hottest trends.

Using our experience and proven industry insight, we are passionate about creating platforms for our customers to connect and shaping environments that enable businesses to flourish.

Job Description

What we’re looking for:

This is an excellent opportunity for a seasoned marketer with experience in events, entertainment, hospitality or the beauty industry to join an exciting and growing portfolio of business-to-business tradeshows.  Reporting to the Sr. Director of Marketing, this role is responsible for developing marketing strategies, leading a team and overseeing the execution of marketing campaigns for Premiere Shows, the largest series of professional beauty events in the United States. In partnership with the Sr Director of Marketing, strategy development and implementation will be aimed at driving beauty professionals and brands to participate in the events, in addition to cultivating a community of engaged professionals year-round.  This person will need to be well versed in executing traditional and digital marketing methods to generate awareness, leads and conversions. An interest in experimenting with new immerging technologies and tactics will be a key to success. This role will also work with the leadership team to set team objectives and KPI’s for marketing programs that drive revenue for our portfolio of shows -- while helping our customers and attendees engage in a rewarding experience at our events and beyond.

Role Accountability and Duties:

• Regularly report to Sr. Director of Marketing and other key stakeholders as needed on marketing campaign and initiative results, effectiveness, and ROI
• Working with Sr. Director, develop attendee and exhibitor marketing strategies with clear KPI’s to track success, and optimization as needed
• Working with direct reports, create and execute multidimensional attendee marketing campaigns
• 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 leadership with an aim to continually improve brand messaging and values.
• Collaborating with sales to develop exhibitor marketing campaigns (including sponsorship) for acquisition, retention, and lapsed + lost customers. Execute campaigns with assistance from Marketing Coordinator
• Leadership: Manage, champion and develop the Premiere Shows marketing team
• Manage the marketing budget– planning, monitoring, and reconciliation
• Set PR objectives that support the overall brand goals, oversee the strategies and implementation by PR agency
• Collaborate with Creative Director and Programs Director on timelines and execution of design projects, such as Day of Show Program, Show Preview, event signage, etc.
• Oversee Direct Mail program, including the analysis of mailing lists, quantities and continually measuring effectiveness of program
• Work with Digital Marketing Manager to create and manage lead generation and nurturing programs for the different stages of the customer journey to move leads through the funnel
• Develop strategic marketing partnerships with customers and key stakeholders to drive awareness and credibility for the Premiere brand, as well as maintain strong industry relations
• Reporting and analysis:  Ensure tracking and reporting on campaigns is delivered on schedule; manage post event analysis and report creation

Qualifications

• 5-7 years proven work experience within the event or tradeshow marketing space
• Experience creating and executing marketing campaigns utilizing offline, online, content and social media marketing strategies.
• Writing Skills – demonstrated ability to write targeted marketing copy for sales materials, presentations, and marketing campaigns
• Demand generation – creation of marketing campaigns that generate leads and new opportunities
• Leadership skills – demonstrated ability to make strategic and ope