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Strategic Marketing Manager, The Global Boardroom, FT Live

Posted: 10 Mar 2021 Closes: 13 Jun 2021
London (FT) Competitive
Permanent & Full-time JR006127

About Us

Across the FT Group, our people are united by a mission to deliver world-class information, news and services to our global audiences. We're a global, digital-first organisation made up of journalists, technologists, product managers, event planners, strategists, commercial and finance experts, marketing and communications specialists - and much more. Our strength is in our employees, who hail from all different backgrounds and walks of life.

 

Our commitment to diversity and inclusion in the workplace

At the FT, we aim for employees across all regions to have a voice so that diverse perspectives are heard and valued. We believe that a supportive workplace is one where employees feel they can be themselves at work and have the flexibility they need to meet their personal needs. We'll continue to remove barriers for all, and in particular barriers facing employees from underrepresented groups.

The Role / Position Overview
Financial Times Live (FT Live) is the conferences and events division of the Financial Times newspaper and its group publications. Our mission is to bring our global executive audiences the very latest in knowledge and opinion, and connect them to one another.

Chaired by senior FT journalists, the 200-plus core events, strategic forums and digital webinars organised by FT Live every year gather pre-eminent public and private sector decision-makers, visionaries and strategists from the world’s most important economies and industries for agenda-setting debates that cover the key issues of our time.

From unique experiences such as the FTWeekend Festival to our senior-level business summits such as the award winning Global Boardroom, FT Live has become one of the FT Group’s most successful and fastest-growing divisions, and is at the forefront of the FT’s accelerated development as an essential, interactive information source across numerous platforms.
 

The heartbeat of FT Live is our strong portfolio of event products and our ability to access, convene and engage the highest quality delegates and speakers. The Strategic Marketing Manager for the Global Boardroom will be responsible for continuing to build this newly launched, yet incredibly powerful and award-winning event brand, identifying key target audiences, developing a fuller understanding of both market and delegate needs, and creating inbound and outbound marketing strategies that leverage this insight. 

This is a hands-on role that will require initiative and creative problem solving, and will be jointly accountable with our Delegate Services Team for ensuring that we consistently secure high-value delegates and associated revenue targets.   


Outcomes

Success in this role will be defined by two dimensions; product and audience. Continuing to develop the Global Boardroom brand and product, to ensure its market-leading position and ability to command premium sponsorship and delegate rates. Identifying the most valuable delegate prospects (globally), increasing their engagement with us, and improving our ability to convert them into attendees who return year-on-year. Customer retention will be a key metric for success.

Main Duties and Responsibilities

Your main responsibility is to create and execute a fully developed strategic marketing communications plan that has a content-driven event value proposition at the heart of it. 

Your plan will encompass an integrated multi-channel campaign that includes data, digital and outbound and inbound marketing channels and techniques, to ensure that every marcomms element is deployed in the right way, at the right time to the right end-user. 

This work will include:

Profiling markets and building customer insight to create customer personas which demonstrate a sophisticated understanding of our key audience segments and includes:

  • customer segmentation using demographics, psychographics, and other marketing techniques to predict behaviour.

  • clear articulation of what is of value to customers and the issues tackled on a day-to-day basis.  Linking how our products and the language that we use, speak to this.

  • knowing where our customers spend time (ie LinkedIn, Instagram), what they read and engage with (ie articles, video, podcasts), frequency, and how we can add value within these domains.

Identifying and monitoring competitor events and alternative ways the marketplace will accumulate information, market knowledge, and commercial relationships.  Understanding our position and pricing within the market and ensuring we stay competitive.

Defining a value proposition and messaging strategy, specific to key customer personas and consistently lead with benefit-led messaging that differentiates our event from its competitors.

Creating and maintaining (alongside our data team) a database of high-value delegate prospects within a given sector. Finding ways to improve the data so our prospects become increasingly known and reachable to us.

Working together with the Inbound team to develop and execute a year-round content marketing strategy that enables the distribution of strong, engaging digital content to customers and associated communities, that supports engagement, acquisition, conversion, upsell, and advocacy activities.

Optimising marketing efforts through organic and paid search and social campaigns to develop and engage with key stakeholders and high-value audiences within your sector.

Brokering alliances and partnerships with sponsors, speakers, key associations, media partners, and PR agencies, that help broaden our reach.  Then deepen and strengthen relationships of value to us. 

Providing creative direction on the look and feel of the TGB portfolio and its events (working in collaboration with the Design Studio), to create marketing collateral in various formats including digital, social, print, outdoor, and more. 

Responsible for each event’s digital presence and taking primary responsibility for the front-end event microsite and optimising where necessary.

Scheduling, copy-writing, and creating outbound eDMs for events, resulting in lead generation and conversion. 

Brokering alliances and partnerships with internal FT teams including Audience Engagement, B2B, B2C, Ad Sales, Brand & Comms which create broader awareness of our events amongst subscribers, registered users, and other known FT user groups. 

Monitoring performance via Google Analytics to identify and recommend performance improvement tactics. A robust and granular measurement and reporting process – ensuring every marketing investment and activity is measured and success is monitored constantly to dial up what is working and dial down what isn’t.

Working to ensure that each event marketing campaign is delivered within budget and has full accountability for this element.  

Person specification

  • 4+ years of B2B event marketing experience

  • Customer Focus: Builds strong relationships (internal/external) and uses well-developed marketing skills to deliver customer-focused digital media marketing solutions.

  • Action-Oriented: Uses strong and effective project management skills and analytical abilities to take on new opportunities and tough challenges with a sense of urgency and enthusiasm.

  • Communicates Effectively: Effective written and verbal communication skills that convey a clear understanding of the unique needs of different audiences.

  • Instills Trust: Gains the confidence of others by modeling honesty, integrity, authenticity, and behaviours that align with FT Live’s values. Exemplifies courage by stepping up to address challenging issues.

  • Self-Development: Actively seeks new ways to grow and be challenged using formal and informal development channels.

  • Proficient with Salesforce, Google Analytics, Microsoft Office and has relevant CMS, email marketing and e-survey skills. 

What’s in it for you? Our Benefits

Our benefits vary depending on location, but we are committed to providing best in class perks across all our offices as well as an inclusive environment to develop your career. Examples of our benefits include; generous annual leave allowances, flexible working (including working from home), medical cover, enhanced maternity & paternity packages, subsidised gym memberships and Giving Back opportunities. Full details of our benefits can be found here

Further Information

The FT are committed to providing an inclusive working environment for all. We are an equal opportunities employer who seeks to recruit and appoint the best talent regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief. We also promote flexible working and will consider specific requests around flexibility for all roles where it can be accommodated. Please let us know if you require any adjustments as part of the application process or to enable you to attend an interview. If you would like to discuss your requirements, or have any questions, please contact a member of our HR team who will be happy to help. 

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