Senior Marketing Specialist

The Senior Marketing Specialist is an events marketing role focused on growing Fastmarkets' events presence in the Chinese domestic market. This is an important, high-growth market where we are looking to build a real footprint. The core of the role is delegate acquisition: planning and delivering high-impact, multi-channel campaigns that drive qualified delegate registrations across our key commodity portfolios, enhance brand presence, generate inbound leads, and support the conversion of data into Marketing Qualified Leads (MQLs). Alongside this, the role also supports the promotion of sponsorship and exhibitor opportunities, helping to generate qualified leads for the Sponsorship Sales Team. 

PRINCIPAL ACCOUNTABILITIES 

Marketing Campaign Management: 

• Delegate acquisition: Develop and execute high-performance multi-channel marketing campaigns focused on driving delegate registrations.  

• Audience engagement: Working with subject matter experts to create compelling content and targeted messaging to attract and engage potential delegates across multiple channels.  

• Data-led campaign optimisations: Analyse campaign performance and use data insights to continuously optimise strategies and improve conversion rates.  

• Brand building: Contribute to the overall promotion and visibility of the Fastmarkets brand, integrating its presence across events, content, and marketing materials. 

• Sponsorship & exhibitor promotion: On a supporting basis, help promote sponsorship and exhibitor opportunities to generate qualified leads for the Sponsorship Sales Team. 

Performance Tracking and Reporting: 

• Delegate registration reporting: Meticulously track and report on key performance indicators (KPIs) related to delegate acquisition, including registration numbers, demographics, conversion and retention rates. 

• Marketing performance measurement: Measure and analyse individual channel performance and the return on investment (ROI) of marketing campaigns, demonstrating the impact on delegate revenue. 

• Data-led insights: Provide regular updates and insights on campaign performance to stakeholders, identifying areas for improvement and future opportunities. 

Collaboration and Leadership  

• Cross-functional collaboration: Work closely with production, sales, and operations teams to align marketing activities with overall event goals and delegate targets. 

• Stakeholder Management: Effectively communicate campaign progress and results to key stakeholders.  

• Wider events support: From time to time, provide support to other functions of the events team as required to deliver successful events. 

Planning & Campaign Execution: 

• Target audience research and segmentation: Conduct thorough market research to identify key delegate segments, their needs, and create tailored marketing campaigns for them. 

• Campaign strategy development: Develop detailed marketing plans, including timelines, budgets, and resource allocation, specifically for delegate acquisition.  

• Budget Management: Manage delegate acquisition marketing budgets effectively and ensure accurate financial tracking.  

• Multi-channel marketing: Execute integrated marketing campaigns across multiple channels, including email marketing, digital advertising (SEM, social media), website optimisation, content marketing, and advocacy.  

• VIP guesting & personal outreach: Plan and run VIP guesting campaigns using personal, one-to-one outreach channels such as WeCom and WeChat to secure and retain high-value delegates.  

• WeChat social promotion: Work with the Marketing Executive in Shanghai to promote events across Fastmarkets' WeChat accounts, partnering with China-based content colleagues to ensure event promotion features in relevant articles. 

• Website optimisation: Collaborate with the Senior Marketing Operations Manager and other relevant stakeholders to optimise website content for delegate lead generation and conversion.