Senior Marketing Manager
IQPC Middle East
مجموع سنوات الخبرة :25 years, 9 أشهر
• Working on a portfolio of large scale events (LSEs) with one of the leading conferences organising companies in the region.
• Complete bottom-line responsibility for creating and executing innovative marketing plans as well as deploying online and offline direct marketing tactics.
• Part of the 'Innovation Group' within the marketing team working on developing online and social media strategies for marketing niche events.
• A resource for the junior marketing managers to share experience with and bringing in new strategies and innovative solutions to be able to market the stage-1 and stage-2 conferences effectively to the targeted set of audiences.
Responsibilities include:
SOCIAL MEDIA - develop & maintain social media channels for both lead-generation and branding
DATABASE BUILD - continuing to add new event-specific opt-in data and ensuring its accurate segmentation in the CRM system
E-MAIL MARKETING - Set-up campaigns, ensure best practice, track responses, farm out leads and analyse click-through & enquiry results
WEBSITE - ensuring timely updates, availability of valuable & relevant content and compliance with the brand & best practices in order to help meet internal sales targets and goals
MEDIA PARTNERS - create new and develop existing relationships with leading trade press and industry bodies
CAMPAIGN MANAGEMENT - develop & manage marketing plans, define campaign schedules and ensure timely implementation of on- and offline activity followed by tracking campaign results & suggesting improvements
COLLATERAL / CONTENT PRODUCTION - plan and produce new collateral; work with external suppliers; conduct interviews with third parties; write and distribute press releases; content distribution through various marketing channels, including new media
• More than 5 years with one of the world’s leading international exhibitions & conferences.
• Recent projects included development of brand and marketing strategy, greater visibility and clearer positioning to establish market competitiveness for launch projects.
• 360 degrees strategic planning & implementation of the marketing and communications plan for the world’s 2nd largest healthcare technologies event - Arab Health.
• Looked after marketing of the ME portfolio of the leading B2B real estate event, Cityscape - Dubai, Abu Dhabi & Jeddah, in 2009.
RESPONSIBILITIES:
• Creation and implementation of marketing communications and promotional strategy for the entire exhibition campaigns.
• Setting out, updating and adhering to the promotional budget, time lines and media plan, leading towards achieving sales and marketing objectives.
• Building database through research, various marketing activities and external collaborations.
• Using the full marketing mix to promote the show in accordance with the marketing strategy - from Exhibitor promotion through to Visitor promotion.
• Setting up media deals with external organisations to ensure maximum exposure at lowest cost to show budget.
• Ensuring show websites are fully up to date with latest information.
• Management of PR Campaigns in coordination with the PR Company and directly with the internal and external media.
• Coordination of design and production of all marketing collateral, including website, sales brochures, visitor tickets, press releases for print and online publishing, print advertisements, e-marketing, web banners etc.
• Copywriting and proofing of all marketing materials.
• Providing KPI reports for regular update meetings with the senior management.
• Managing and co-ordination of all external suppliers including Print, Mailing House, Design and Research.
• Developing social media strategy and ensuring prominence and visibility.
•Development, execution and Time to time monitoring and tailoring of the Corporate Communications Plan.
•Responsible for conceptualising and creating all print and E-Media promotional material for the various projects being undertaken by the company.
•Creative/Copy-writing for the advertisements as well as articles, editorials, press releases and reports.
•Bridging and facilitating the efforts of Sales and Marketing departments of the company in horizontal integration by providing promotion material and Presentations for optimisation of results.
•Liaising with the leading local and international publications related to each industry for the various shows and co-ordinating for the timely placement of ads as well as editorial support.
•Supervising compilation of the Official Show Directories for each event that the company organises.
•Generating and formulating Consultancy/Marketing/Event Organising Proposals & Presentations
ACCOMPLISHMENTS:
•Devised & implementd the Branding Strategy for the Company’s Corporate Image with new & stronger identity.
•Looked after successful holding of 3rd Pakistan Oil, Gas & Energy Conference on “Pakistan’s Oil, Gas & Energy Industry - Challenges & Opportunities”.
•Organised conference on “Trade & Investment Opportunities in Pakistan”, co-located with the largest-ever exhibition in the country-Expo Pakistan 2005, followed by a two-day Product & Export Development Workshops Programme.
•Handling of Business and Promotional collateral for some of the largest international commercial events in the history of the country as well as the region.
•Took out the daily newspaper / magazine during the three consecutive days of the exhibitions. These dailies became trend-setters in the newly emerging C&E industry of Pakistan and were considered exemplary by the industry gurus that attended the exhibitions.
•Knowledge of various industrial sectors in the Asian region, especially in Pakistan and across South Asia.
• Successfully established daily, weekly, monthly & annual Sales Monitoring and Forecasting Charts.
• Accomplished successful designing & launching of marketing campaign for a range of products being offered by the company.
• Strengthened the company’s image amongst the corporate sector by negotiating and closing several sales contracts.
• Joined as Trainee Client Service Executive, as part of the major project for the MBA programme.
• Later, absorbed in the creative department as Copy/Concept Writer for print as well as television commercials.
• Further, due to past experience of freelance TVC productions, assisted the directions of two television commercials.