Marketing Executive
Financial Times
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London, United Kingdom
Job Description
Financial Times Live, the global conferences and events arm of the Financial Times newspaper, gathers pre-eminent public and private sector decision-makers, visionaries and strategists from the world’s most important economies and industries for a wide range of interactive, agenda-setting programmes that combine the power of on-site discussion and networking with the flexibility of live-streamed broadcasting.Chaired by senior journalists from the Financial Times, the world’s leading business newspaper, the summits, conferences and strategic forums organised by Financial Times Live provide audiences attending either in person or remotely with the opportunity to listen to and interact with speakers of the highest calibre in lively and stimulating debates that cover the key issues of our time.
The Financial Times Live Division is seeking an experienced Marketing Executive to join its London-based team which delivers events in the EMEA region. Reporting to the FT Conferences Head of Marketing for EMEA, the Marketing Executive will oversee the planning and implementation of marketing campaigns to deliver delegates to a range of events.
The specific responsibilities outlined below are key to the role on a day-to-day basis, and targets will be set based on hitting delegate targets for each event, which, depending on the type of event, may be based on delegate revenue or attendee numbers and profile.
Main Duties and Responsibilities
Pre Event Planning
– Ensure a thorough marketing brief is received from the Editorial Producer for each event in order to gain a clear understanding of the objectives of each event, and to ascertain the target audience and the best routes to market.
– Research relevant competitive event activity as necessary
– Identify relevant magazines and associations to approach as supporting partners where appropriate
– Produce a cost-effective and highly targeted marketing communications plan for each event, to include DM, eDM, online, telesales, advertising, marketing partnerships, social media and PR as appropriate. Analysis of previous relevant campaigns should be considered where relevant
– Develop a marketing timeline for each event to ensure optimum lead times for each element of the campaign.
Marketing Prospect Database Selections
– Select relevant prospect data from the FT Conferences marketing databases using analysis of previous campaigns where appropriate
– Actively seek out other internal sources of prospect data from around the wider FT
– Identify new sources of prospect data for internal list research, and investigate possible external data rentals/purchases
– Ensure that prospect lists are a balanced reflection of the event’s target audience profile
Campaign Implementation & Fulfilment
– Deliver all campaign activity on the marketing plan in adherence with the marketing timeline
– Work with the Editorial Producer to produce compelling, concise and benefit-led copy, for printed DM pieces, emails and adverts. Also to ensure editorial deadlines are agreed and adhered to and that the very latest programme information is used on all marketing collateral.
– Work with external designers, printers and mailing houses to create and mail printed marketing pieces where relevant, ensuring that suppliers are briefed accurately, given appropriate deadlines and that the work they undertake is done to the required standard and to the agreed cost
– Work with designers to ensure all marketing materials adhere to FT brand guidelines.
– Ensure all marketing pieces are thoroughly proofed before sign off.
– Devise new commercially viable ideas to improve marketing campaigns.
– Work closely with the FT Conferences Sponsorship team to ensure that sponsors receive agreed levels of pre-event marketing exposure.
– Set telesales commission structures and ensure the telesales team are comprehensively briefed, kept regularly supplied with the most relevant prospect lists, and their feedback closely monitored.
– Work closely with the List Research team to ensure they are fully briefed on list building requirements and deadlines for each event
– Collaborate, where required, with relevant FT staff outside of the Conferences team including FT and ft.com marketing teams, FT production, and PR
– Communicate marketing activity in meetings with the internal event project team and clients as required
– Work with the Social Media Executive to effectively promotion through key social networks
– Compile a post-event report including booking source and audience profile analysis within one month of the end of each event.
Financial control
– Be fully accountable for each event marketing budget, logging all invoices and ensuring the campaign is delivered within budget
– Ensure all marketing invoices are checked before authorisation
– Undertake a final costing for each event within one month of the event date, chasing suppliers for outstanding invoices where necessary.
Other Duties:
– Attend events and to assist the FT Conferences Project Manager on-site as required
– Oversee the accuracy of information on the Financial Times Live website homepage
Desired Skills & Experience
Essential– Proven track record (min 2 years) in B2B direct-marketing
– Excellent communication and interpersonal skills
– Experience working with data in MS Excel
– Proven budget management experience
– Ability to manage multiple projects simultaneously ensuring that deadlines on each are met
– Meticulous attention to detail
– Good creative judgement & copy-writing skills
– A proactive self-starter who is also able to work effectively as part of a project team
Desirable
– Graduate or professional qualification in Marketing or related Business area
– Experience of marketing B2B conferences
Pearson is committed to equality of opportunity. We are determined to create a diverse group at all levels of our company -- and we welcome all members of the community we serve to apply for openings with us.
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