Senior Marketing Manager
Reed Exhibitions
Total years of experience :22 years, 11 Months
I was responsible for leading the marketing strategy and ensuring its execution to deliver key business outcomes. Liaising closely with the Exhibition Director and the Sales Manager, led the marketing team in creating purposeful campaigns designed to increase participation and attendance numbers at four market leading events - Reed Gift Fairs.
* Audience research - qualitative and quantitative
* Brand management
* Strategy Development and Execution
* Website Management, including search engine optimisation, content creation and traffic analysis
* Community Management, including running several social media channels
* Digital and traditional advertising
* Reporting on campaign metrics, KPI’s and ROI
* Negotiating and managing partnerships for maximum return
* External agency management - PR, Creative and Digital
* Budget Management
* Managing a Marketing Coordinator
Responsible for managing all external communications to over 8, 500 NSW&ACT General Practitioners in the not-for-profit sector. Key aspects of the role are managing an Adminstrative staff member and two Event & Sponsorship Coordinators and ensuring that the over 140 events scheduled have an overal profitable bottom line. Key communication aspects include the creation and management of all the marketing copy & collateral for all areas of the business, and ensuring that the members experience is positive at all touch points with the college. A very strategic and hands-on role with the added responsibility of managing new business opportunities.
In my time with MCI, I managed the creation and production of corporate company events (external) as part of their exhibitions, seminars, product launches and developed methods and technical applications of new ideas for the events industry.
An operational role with staff training, marketing and business development aspects.
Achievements
•Initiating, proposing and writing blog articles for an ‘MCI Ideas’ blog to be rolled out via MCI Global - now live at (http://mci-group-live.com/). Complete ideas dissemination, capture and content creation plan created and to be implemented by marketing department
•Sabre & Virgin new product launch saw an introduction of Ikibana flower arrangements to represent a cohesive partnership, Moet Chandon poured all night, valet parking in the middle of Kings Cross with a small US budget achieved through good supplier relationship management
Job detail:
•Professionally manage committees in all aspects of the event, including financial management and respective roles
•Social and technical program, printing and production, supplier negotiations management
•Client liaison
•Establish & manage production schedules, staff responsibilities and time paths in accordance with event deadlines
•Develop marketing strategy and manage the campaign or brief agency
•Develop and implement sponsorship & exhibition sales strategy and manage the process
•Work with upper management on the development and implementation of best practice policies and procedures
•Assist BDM with pitches, lead tracking, presentations and the MCI Event Design
•Represent MCI and participate in selected industry events, exhibitions, social events
•Participate in special interest groups, e.g. CSR activities
•Provide support to other parts of the business unit or other business units, as required, in the interest of MCI
•Assist with general office administration as required
Manage the creation and production of all Hubb client events, exhibitions, seminars, online training and develop methods and technical applications of new ideas and processes to improve department operations.
•Drive all event related deliverables both nationally & internationally
•Plan and schedule calendar of events in conjunction with marketing campaign
•Review business processes, implement change for improved efficiency and ROI
•End-to-end management of all Events & Operations projects
•Management of service levels and costs from external suppliers (Call Centre, Travel agent, Airlines, Printers)
•Back-end management of inventory, printing, ordering and dispatch
•Back-end implementation of new product development
•Manage an Event Coordinator and Operations Coordinator
Achievements:
•Initiating and managing the introduction of a packaging change of the brand’s most costly, high end product reducing handling & dispatch costs by 30%. In review a further 20% of existing production costs will be achievable for 2011 using the same model.
•Implemented an integrated online education program saving over $500, 000 p.a in speaker costs, travel & venue hire
•Negotiated a successful package deal with Sydney Convention & Exhibition Centre reducing venue costs for Sydney by up to15% (a saving of over $15, 000 p.a)
•Liaising with EU regions to finalize the global event roll-out program and analysing event expenditure
•International venue sourcing
•Advise & implement cost reduction strategies
•Manage global Press events for US and Europe regions including Las Vegas (CEC), Berlin (IFA), Paris and Bruges (Roadshows)
•Assisting the sponsorship team handling the FIFA World Cup 2006 internal communications strategy
•Briefing and management of PR agencies and all other event related suppliers
•Evaluating and reporting on events to Executive Management
•Internal stakeholder relationship management
ACHIEVEMENTS
•Introduced an online registration system for the department to allow regions to access and manage their own press registrations freeing up resources within the PR team.
•Responsible for the exhibition setup of the Future CE section of the 8, 000sqm Philips stand at the biggest Consumer Electronics Show in Europe, the Internationale Funkaustellung (IFA), Berlin which saw over 80, 000pax walk through comfortably over 5 days.
•Conceptualise client & employee recognition / teambuilding events
•Driving force behind introducing & managing the roll-out of sailing and golf tournaments for internal team building events
•Coordinating roadshows, high profile dinners & annual conferences for fund groups
•Manage the creative & marketing of all client events
•Budget reporting to the business units
•Team member of Events team for the organisation of Team ABN AMRO’s 2005-2006 Volvo Ocean Race sponsorship deal
•Sourcing creative & relevant client gifts within budget
Achievements:
•Improving the performance of a 12-strong team’s output by 23% by introducing and producing a team building event within a 4 week lead time and limited budget.
•Introduced the use of a custom designed project plan document for the department, allowing all Event Managers to collaborate more efficiently on jobs.
I was responsible for the planning, implementation and staging of multiple medical & engineering conferences & exhibtions ensuring their financial success while managing and assisting with the growth of the ICMS Sydney branch office. My responsibilities were varied across a number of different areas. These included:
Conference & Exhibition Management
•Establish event outcomes/aims & objectives
•Event scoping (identify costs/set budgets/manage budgets)
•Create & manage planning schedules (critical path)
•Prepare/review reports on costs, progress, post evaluation
•Manage the sponsorship & exhibition process including all communication & benefits
•Key account management
•Analyse statistical/evaluation data for post reporting
•All on-site management including registration, setup, staff & volunteers
Marketing/Creative
•Marketing communication including advertising, web design and development of marketing collateral
•Direct marketing including mass emailing, merchandising, and sales brochures
•Liaise with designers/media/printers/mailing houses/clients to manage production
Branch Manager
•Recruiting, staff retention, staff training, OH&S
•Manage a small team of 3 co-ordinators
•Set policies and procedures
•Create & present tender documents for new business
•Relationship development with all contractors, suppliers and clients
•Negotiate prices and contracts with suppliers
Achievements:
•No conference ran a loss under my management
•Reduced staff turnover by 50% within 6 months of taking over the role of Branch Manager, reducing recruitment costs and training periods.
•Generated an additional $180k in revenue for ICMS as part of the International Congress of Allergology and Clinical Immunology (ICACI) with no additional costs to ICMS within 1 financial year
Specialised in Event Management Event Management Internship with EventCorp (Brisbane) & Australia's Wonderland (Theme Park) (Sydney) Core subjects included: COM00207 - Communication in Organisations MNG00440 - Introduction to Tourism and Hospitality Management OY00411 - Tourism Theories and Practices MNG00441 - Hospitality Services Management MNG01413 - Human Resource and Workplace Management ACC10707 - Accounting for Business ECO00424 - Economic Analysis for Tourism and Hospitality MKT00127 - Tourism and Hospitality Marketing LAW00203 - Business Law and Ethics for Tourism and Hospitality MNG00415 - Tourism and Hospitality Research and Analysis MNG00417 - Strategic Management for Tourism and Hospitality Enterprises MNG10476 - Professional Development for the Workplace MNG00421 - Events Management MKT01420 - Conventions, Meetings and Exhibitions Management MNG10228 - Project Management for Conventions and Events MNG10226 - Theming and Staging for Conventions and Events SCI00419 - Food and Beverage Management MNG01222 - Facility and Risk Management for Hospitality Operations MNG00427 - Entrepreneurship in Tourism and Hospitality MKT00128 - Tourism and Hospitality Sales and Promotion
International Baccalaureate (Yr 10-12) Bahrain High School
G.C.S.E (Yr 8-10) Bahrain High School