Campaign Manager, Attendee

This role is based in our Blackfriars or Brighton office.

The Campaign Manager – Attendee Marketing is a strategic role within the attendee marketing team, reporting directly to the Director of Attendee Marketing. This position is responsible for translating the overarching attendee marketing strategy into detailed campaign briefs and tactical plans that leverage an optimal channel mix to drive attendee acquisition, engagement, and retention. The Campaign Manager will focus on designing frameworks and providing strategic direction for campaigns that ensure alignment with audience personas, event goals, and attendee value propositions. Working closely with the Attendee Marketing Hub team members and Centers of Excellence, the Campaign Manager will ensure that campaign plans are strategically aligned, data-driven, and designed to deliver impactful results. As the Hub Master, the campaign manager is key in leading the agile marketing ceremonies to support the pillar hub to deliver campaign results together with the Creative & Marketing Performance Centre of Excellence. By embedding insights & performance reporting from the Marketing Analytics Centre of Excellence into campaign planning, the Campaign Manager will optimize strategies and pivot as needed to maximize return on investment.

KEY RESPONSIBILITIES

Campaign Briefing and Planning

• Translate the attendee marketing strategy into detailed campaign briefs that outline objectives, target audiences, messaging frameworks, and channel recommendations.

• Develop tactical campaign plans that align with event goals, audience personas, and attendee acquisition targets.

• Provide strategic direction on campaign frameworks, ensuring alignment with attendee value propositions and resonance with key audience segments.

• Collaborate with the Product Marketing Manager to ensure campaign plans reflect the broader attendee marketing strategy and strategic goals.

• Run the agile marketing hub for the pillar as hub master, ensuring effective sprint planning cycles & collaborating with the hub engagement managers with the Marketing Performance & Creative Centre of Excellence.

Channel Strategy and Optimization

• Identify and recommend the most effective channels for attendee acquisition and engagement, ensuring alignment with audience preferences and event objectives.

• Provide guidance on channel mix strategies to maximize attendee registration, engagement, and retention.

• Embed insights from marketing analytics and performance reporting into channel selection and targeting strategies, ensuring campaigns are optimized for measurable outcomes.

Collaboration and Alignment

• Partner with the Attendee Hub team members and Centres of Excellence to deliver and execute campaigns, providing a cohesive campaign plan and briefing.

• Collaborate with the product marketing manager and comms planner to ensure campaign messaging is consistent, compelling, and aligned with attendee value propositions.

• Work closely with cross-functional teams, including content, operations, and sales, to ensure campaign plans support event goals and attendee engagement strategies.

• Collaborate with brand and strategic insights teams to ensure campaign plans align with broader portfolio goals and audience expectations.

Performance Monitoring and Reporting

• Establish and monitor campaign KPIs, including attendee acquisition, engagement rates, and retention metrics.

• Analyze campaign performance data to identify trends, opportunities, and areas for improvement working with the Marketing Analytics & Marketing Performance CoE

• Use insights from marketing analytics and performance reporting to refine campaign plans and pivot strategies to maximize attendee acquisition and engagement.

• Provide regular updates to the Director of Attendee Marketing and other stakeholders, highlighting campaign impact and next-step recommendations.

Continuous Improvement

• Stay up to date with industry trends, emerging channels, and best practices to inform attendee campaign planning.

• Implement a test-and-learn approach to campaign planning, using data to drive continuous improvement as part of the agile mindset within the ceremonies. 

• Gather feedback from attendees and stakeholders to refine campaign briefs and enhance future planning.

Function: Marketing
Experience Level: Mid-Senior Level