Primary Purpose: Initiate, develop and execute high-impact, multi-channel marketing strategies for the FMI event portfolio that drive event attendee acquisition, maximize ROI, and support FMI's position as a leading voice in the food retail industry. This role leads marketing for a portfolio of industry conferences and programs and is responsible for strengthening brand awareness and market position in support of non-dues revenue, member retention and growth. The role requires strong campaign strategy, budget and ad-spend fluency, marketing automation and martech depth, cross-functional collaboration, and rigorous, data-driven analysis of what is and isn’t working.
Key Job Responsibilities: Plan and Lead Strategic Event Marketing, and Project Management to Meet Event Revenue Goals - Collaborate with the Senior Director and Vice President of Marketing to develop and execute short- and long-term strategic marketing, communications, and promotional plans aligned with organizational goals.
- Lead and implement integrated marketing strategies and comprehensive plans that drive event revenue growth across the assigned event portfolio:
- Annual Meat Conference (approx. $2M registration and sponsorship revenue).
- Energy & Store Development (approx. $1.5M).
- Supply Chain Conference (approx. $230K).
- And additional events as needed.
- Lead the planning and execution of multi-channel event marketing campaigns using automation tools, digital outreach, advertising, and social media.
- Oversee end-to-end campaign development, including timeline, content, creative coordination, prospect list management, A/B testing, and asset development.
- Determine the right mix of in-house execution, delegation to team members, and outside vendor or agency support for each initiative.
- Partner with internal stakeholders (education, sponsorship, membership, and research teams) to develop event messaging. Manage & update key messaging with internal staff, external stakeholders (planning committees, partner organizations, etc.) to align with industry trends, audience needs and support event growth.
- Manage and utilize Asana for project tracking.
Performance Analysis & Optimization
- Identify and grow target audiences for each event community.
- Analyze and track performance of all marketing campaigns; adjust tactics and messaging as needed to improve outcomes and achieve objectives.
- Create marketing reports and performance summaries for internal stakeholders, including year-over-year comparisons, referral traffic, and ROI impact.
Digital Presence, Advertising & Brand Experience
- Integrate digital marketing initiatives and enhance event visibility across platforms to increase conversions.
- Own and manage the optimization of event websites, including copywriting, SEO, design direction, and content updates to ensure optimal user experience and brand consistency.
- Manage relationships with industry publications and media outlets, identify media barter opportunities for print and digital advertising to support promotion of FMI events and programs, including dailyLead partnership via Smartbrief.
Leadership and Innovation:
- Leverage evolving marketing trends and technologies to strengthen FMI’s event promotion strategy and visibility. Work collaboratively with the Marketing team to guide and execute key projects.
Other Job Functions: - Other responsibilities and duties as assigned or directed.
- Ability to travel to conferences locally and out of town.
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