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PURPOSE

This role is responsible for developing and managing new business across Econsultancy subscriptions and public training. They plan and execute a wide variety of marketing campaigns and ensure the implementation and fulfilment of each campaign is within budget and on schedule.  Working closely with the Commercial Director, the Marketing Manager is responsible for maintaining and developing strong pipelines of marketing qualified leads (MQL’s) into Salesforce, through online and offline methods (print and online advertising, email marketing, direct mail campaigns, social media and emerging channels).

KEY ACCOUNTABILITIES

  • Develops and manages audiences for their defined brands, including driving marketing qualified leads (MQL’s) & online registrations, in accordance with budget targets and agreed KPI’s
  • Continually develops and refines the sales funnel, and manages a rigorous testing programme, including offer testing, to drive MQL’s and subsequent sales qualified leads (SQL)
  • Is responsible to inputting into the budget process, helping to develop an accurate subscriptions billings model to accurately track revenues
  • Plans online / offline marketing activity and fulfils all marketing campaigns to deadlines and within budget
  • Manage marketing budgets for their brands, ensuring forecasts are regularly updated, correctly allocated and not overspent, and plans for contingencies and budget changes, escalating issues where appropriate
  • Manages and develops databases for all audience marketing activity for their allocated brands, ensuring data is collected to best practice guidelines, guaranteeing the integrity of the database in terms of data quality, data protection compliance, and auditing requirements
  • Operates as the brand manager; issuing brand guidelines which are in line with Centaur expectations, and applies them in all marketing communications
  • Develops and maintains all relevant collateral and brand communication programmes to support marketing campaigns and produce compelling and creative copy
  • Assesses, monitors and improves marketing efficiency by conducting regular analysis of marketing KPI’s, reporting on campaign results, revenue generated and agreed effectiveness measures to evaluate success and make recommendations for improvement for future campaigns
  • Develops a deep understanding of the audiences and markets in which their brands compete, identifying key competitors and monitoring audience and marketing activity
  • Supports product development by identifying opportunities for growth and identifying other initiatives to strengthen and improve the competitive position of their brands
  • Manages the marketing of new and existing brand extensions, including webinars, reader surveys, online directories, roundtables etc
  • Develops strong relationships with key stakeholders (Senior Marketing team, central teams and other key brand stakeholders) to ensure marketing activity is fully aligned with business needs
  • Implements and improves, when appropriate, core operational marketing processes to ensure consistency across the wider Xeim marketing team

Behaviours and Knowledge

Advanced understanding of subscription marketing principles, developments and new techniques and demonstrated experience in campaign management

  • Advanced marketing automation knowledge, ideally in Pardot
  • Excellent digital marketing skills
  • Strong project management and organisation skills and ability to manage several simultaneous projects to tight deadlines and to prioritise tasks that deliver greatest revenue opportunities
  • Ability to develop a deep understanding of audience and products
  • Ability to think ‘outside the box’ to deliver innovative marketing and product solutions that drives revenue and audiences

Success Measures

  • Driving new and renewal subscription revenues (billings)
  • Develops compelling brand propositions for each brand product to ensure all agreed targets are achieved
  • Develops audience engagement strategies through improved market intelligence and data that drive growth and increase revenue
  • Devises and implements successful integrated marketing campaigns, using a full marketing mix to deliver agreed targets
  • Ensures optimal circulation levels and audience reach are achieved on all brand products