The Marketing Manager is responsible for marketing funnel and for driving and converting qualified opportunities into registrants and sponsors/exhibitors. Assist in development and execute strategic and tactical plans to help the conference team meet and exceed revenue goals.
Serves as primary liaison with external marketing firm
Propose, develop, test, and execute multi-channel lead generation programs that seamlessly integrate email, landing pages, web content, educational content, direct mail, social media, blog content, partnerships, and more
Establish KPIs for digital marketing efforts and track performance to ensure marketing plans are delivering expected business outcomes
Direct HubSpot, while also directing the integration of other software technologies including Salesforce, MailChimp, and RegOnline
Maintain and grow the marketing contacts database, including managing and creating segmented lists, removing inactive contacts, updating contact information, establishing workflows, ensuring alignment with Salesforce database growth efforts, and updating contact lifecycle stages
Partner with sales, programming, and operations to ensure marketing messaging is aligned with business goals, including new announcements, targeted outreach, nurture campaigns, content creation, and more
Provide support the Host & Local Committee, including committee member outreach, meeting scheduling, drafting meeting agendas, drafting meeting minutes, developing the committee toolkit, and facilitating connections between committee members and our internal team
Negotiate media partnerships and execute deliverables
Assist AdvaMed Events & Education and The Digital MedTech Conference in driving qualified leads and registrants for their workshops throughout the year. Direct the marketing relationship with AdvaMed Events & Education to ensure business goals are met.
Develop email campaigns for our three target groups: all contacts, segmented lists, and registrants. Send two emails/week to our all contacts list, at least two emails/week to our segmented lists, and one email/week to registrants for at least four weeks leading up to the conference.
Write compelling email copy that is optimized to promote specific messaging goals and inform our audience
Work with marketing firm to design eye-catching emails that have calls-to-action, graphics, personalization, and formatting that is optimized for conversion leveraging HTML and HubSpot’s email modules
Proofread emails for clarity, grammar, spelling, and broken links. Ensure emails go through proper approval process before being sent out; incorporate all edits from team members.
Direct audience selection for email campaigns
Improve our email spam score and maintain a low spam score to ensure email deliverability and low unsubscribes. Ensure CAN-SPAM compliance.
Leverage workflows to direct nurture flows for target leads
Direct email tracking to ensure ability to analyze and attribute success of email efforts
Conduct testing of subject lines, content, and layout to improve email performance
Direct expectations and content from sponsor organizations for emails that have been sold as part of sponsorship packages
Establish KPIs for email efforts and track performance to ensure emails are performing at or above standards
Maintaining Landing Pages:
Direct templates, domains, and landing page content within HubSpot
Work with team to develop valuable and creative content resources, including one-pagers, Program Preview, Program Spotlight, sector pieces, informational pages, and other conversion-oriented content
Direct the promotion of owned content resources and assets to drive positive impact across all marketing channels and business goals
Design eye-catching web pages that have calls-to-action, graphics, personalization, and formatting that is optimized for conversion leveraging HTML and HubSpot’s landing page modules
Ensure landing page content is always up-to-date and includes the most relevant content offerings and registration information
Build workflows for leads driven through landing page calls-to-action to ensure lead development progresses
Ensure there is a clear, strategic path for landing page visitors to continue down the conversion funnel
Leverage lead flows to inform visitors of new content offerings and convert visitors to leads
Establish KPIs for landing page efforts and track performance to ensure landing pages are performing at or above standards
Develop a blog for the conference to showcase thought leadership, increase brand awareness, and connect and engage with readers via comments and social media
Strategize blog content and write posts on a variety of topics, including conference updates, thought leadership, industry trends, and more
Optimize articles for lead generation by including calls-to-action, internal links to landing pages, and in-line content promotion
Optimize articles for search engine optimization (SEO) by performing keyword research and building content ideas based on findings
Direct expectations and submissions from sponsor organizations, including reviewing submitted content, performing edits, incorporating sponsor edits, and publishing/sharing social content
Establish KPIs for blog efforts and track performance to ensure blog posts are performing at or above standards
AdvaMed Events & Education:
Work with AdvaMed Events & Education to develop one-page overviews (including full agendas) for 30 events
Design one-page overviews/agendas leveraging InDesign and Photoshop design tools
Create landing pages/thank you pages for each one-page overview where visitors convert to leads. Track converted leads in lists in HubSpot to leverage for nurture campaigns.
Write and optimize Google AdWords campaigns based on upcoming events, segmented audiences, and new conversion opportunities
Meet with AdvaMed Events & Education team weekly to ensure events are being optimized appropriately
Establish KPIs for AdvaMed Events & Education and track performance of number of registrations driven through marketing efforts and revenue from these efforts
Strong writing and proofreading skills
Experience using social media to promote marketing efforts
Ability to work under pressure in a fast-paced environment
Ability to take initiative to complete projects, tasks, and assignments
High proficiency in database management, preferably a membership or Salesforce database, is required
Minimum of two or more years in a non-profit, association, or conference/trade show industry environment
College degree or equivalent work experience in customer/member service organization
Proven success in customer service, client relationship management, and/or support administration
Highly proficient in Microsoft Office (Word, Excel, Access) and database management
Exceptional oral and written communications skills are necessary with emphasis on professional telephone and email etiquette
Minimum Education Required:
Bachelor’s degree; preferable in marketing, communications or the equivalent
Minimum Experience Required:
5+ years marketing experience, preferably in a non-profit association. Experience with HubSpot, Drupal, Adobe Illustrator and/or Photoshop preferred. Direct marketing or online/email marketing experience preferred.
About Advanced Medical Technology Associaton (AdvaMed)
The Advanced Medical Technology Association (AdvaMed) is the world’s largest trade association representing medical device and diagnostics manufacturers. AdvaMed's member companies produce the innovations that are transforming health care through earlier disease detection, less invasive procedures and more effective treatments. AdvaMed has more than 400 member companies, ranging from the largest to the smallest medical technology innovators and manufacturers. AdvaMed advocates for a legal, regulatory and economic environment that advances global health care by assuring worldwide patient access to the benefits of medical technology. The Association promotes policies that foster the highest ethical standards, rapid product approvals, appropriate reimbursement, and access to international markets.