Commercial Marketing Executive

Company Description

Informa Markets, a division within Informa, creates global platforms for industries. We organise over 500 large-scale branded and transaction-oriented events in 14 specialist markets. These are typically not-tobe-missed annual events where buyers and sellers build relationships, see and show products and do business. We also provide year-round online platforms where companies showcase their businesses and products and buyers conduct research, generating valuable leads, and we provide data and digital content that supports the flow of knowledge and transactions in markets. 

Job Description

We are seeking a commercial marketing executive who will be responsible for the delivery of commercial marketing programs that capture and nurture exhibitor leads across multiple channels. In this role, you’ll work alongside the senior commercial marketing manager to implement programs to generate and nurture leads across all stages of the funnel, via content, SEM, email, retargeting, events and targeted social advertising. You will be working as part of the team but will be also required to take ownership and optimise campaigns based on results.  

The individual will have strong copywriting and analytical skills, will be digitally savvy, and data oriented. The candidate will also be an adept communicator, supporting the sales team by delivering leads of exhibitors for our shows.

Main Duties & Responsibilities:

PLANNING & CAMPAIGN MANAGEMENT

·        Build operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers)

·        Identify and run target segments to build, engage and deliver MQLs to the commercial team

·        Create an experimentation strategy of what you will be A/B testing across your campaign to drive more meaningful results

·        Build and optimise website strategy on relevant landing pages to maximise relevant traffic and conversion to lead generation activities

ANALYSIS & INSIGHT

·        Monitor campaign performance, produce monthly MQL reports including the changes you will make to campaign execution based on data insights

·        Analyse your own outcomes regularly and use these insights to build more effective campaigns

·        Ensure an efficient use of UTM tracking, to ensure accurate, tagged data is collected using the standardised methodology across all of your lead generation activities

·        Use recommended campaign analytics dashboards daily to monitor performance

·        Share case studies with marketers within the team, division and wider Informa Markets

MARKETING EXECUTION

·        Create targeted, segmented campaigns based on outlines of the target universe defined by the sales team and the Senior Commercial Marketing Manager

·       Create warming campaigns, to nurture cold prospects into hot leads

·       Create top of funnel marketing campaigns, to capture data from the wider target universe through the use of content

·       Use the standardised automation templates, messaging templates and email templates, to ensure you are working to EMEA level guidelines

·        Output multi-channel campaigns across email marketing, paid search and paid social, remarketing, web and social

·        Write copy to reach, engage and convert potential exhibiting universe into warm leads

·        Use of CRO to optimise your online landing pages

·        Monitor and adjust digital marketing activity based on performance metrics

·        Ensure all marketing collateral, email marketing, website content and digital marketing is thoroughly proofed, adheres to brand guidelines and agreed Informa standards

Qualifications

Qualifications

Educated to degree level or equivalent

Background Knowledge, Skills & Experience:

·        Demand generation / lead generation experience

·        Full funnel marketing experience

·        Excellent analytical skills

·        Can-do attitude

·        Database development and growth including segmentation / advanced targeting

·        Building relationships with partners and stakeholders

·        Analytical and questioning mindset

·        Salesforce Experience

·        Email marketing experience

·        Strong copywriting skills

·        Deadline and target driven

·        Excellent verbal and written communication skills

Desirable

·        Experience of using marketing automation technology (preferably Eloqua)

·        Experience of working with CMS platforms (but coding knowledge not required)

·        Exper