This role is based in our Nida Kule Esentepe, Şişli, İstanbul, Türkiye office.
Reports to: Marketing Director
We are seeking a demand & lead generation marketer who will be responsible for the strategy and execution of commercial marketing programs that capture and nurture exhibitor leads across multiple channels. In this role, you’ll be responsible for programs to generate and nurture leads across all stages of the funnel, via content, SEM, email, retargeting, events and targeted social advertising.
The individual will be digitally savvy, analytical and data oriented with a history of continuous improvement and learning from past campaign performance. Experience of marketing automation technologies would be an advantage. The candidate will also be a brilliant communicator and stakeholder manager, supporting the sales team by delivering leads of exhibitors for our shows, and looking after the entire exhibitor journey.
Main Duties & Responsibilities:
PLANNING & CAMPAIGN MANAGEMENT
- Build a funnel-based demand gen / lead gen strategy to deliver the highest quality, qualified leads to our commercial teams
- Build ABM strategies for key clients
- Build operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers)
- Identify target segments to build, engage and deliver MQLs to the commercial team
- Develop demand gen / lead gen marketing budgets in line with plans and maintain budget trackers
- Optimise spend across marketing channels
- Build 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
- Share relevant insights with sales and event team to drive revenues or pursue new opportunities
- Analyse and report trends over time and use these insights to build more effective campaigns
- Work with data & insights specialists to capture relevant and timely data (ensuring accurate, tagged data is collected and standardised across all of your lead generation activities)
- Work with internal teams to ensure data governance and data management policies are adhered to
- Use recommended campaign analytics dashboards daily to monitor performance
- Build a culture of testing and metrics-driven decision making in the team
- Share case studies with marketers within the team, division and wider Informa Markets
MARKETING EXECUTION
- Identify target universe and key segments within target universe
- 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 activity consistently
- 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