A Marketing Executive's purpose is to understand and promote events within a particular industry sector to a target market.
Marketing Executives are essentially responsible for driving paid-for delegate revenue for selected conferences (using innovative online and offline direct marketing campaigns) and consequently contribute directly contribute to the overall success of an event.
Marketing executives may also be responsible for marketing campaigns relating to seminars, exhibitions, or training courses within a portfolio.
Key tasks and responsibilities will include:
Campaign Management – To understand and analyse marketing briefs from project managers and producers before creating and implementing event marketing plans and associated budgets.
Research & Analysis – To involve researching target markets and new marketing channels, analysing competitor events, past campaigns and response rates.
Database Management – Strategically managing list research, selection and database growth whilst analysing its performance and areas for growth/improvement.
Internet Strategy/Digital Marketing – To involve maintaining and developing websites, managing internet links and maximising e-newsletters. This aspect may also include social media, SEO and PPC.
Creative Marketing – Devising and managing various design and advertising concepts. This will include editing, writing and proofing copy whilst managing the press office and PR at events.
Project Management – Working as part of a team and across various departments to ensure timely and on budget delivery of events.
For entry-level positions, the majority of companies seek candidates who have been educated to degree level (with a strong academic record). A business or marketing degree is preferable although candidates from various degree backgrounds would be considered. Candidates wishing to apply for a position as an Events Marketing Executive must be able to prove that they have good analytical, numeracy, and IT skills. In addition, strong written communication skills are required as is the ability to work in a fast-paced environment. Prior work experience or an internship (particularly within the field of B2B Marketing and digital media) would prove extremely advantageous.