Marketing Trade Show and Events Specialist

POSITION SUMMARY

Assist in the development of trade show and event strategies to maximize Minitab’s brand exposure, thought leadership and lead generation goals to entrench our products and brand with our customers and prospects through trade shows, special events, and speaker program for Minitab LLC. Ensure Minitab’s marketing trade show strategy is integrated into other Marketing Communication channels.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Contribute to the marketing event strategy and manage Minitab’s participation in all trade shows and special events for Minitab LLC.
Develop promotional campaign briefs for all trade shows that communicate the goals/objectives, lead generation activities, sponsorships, industry of focus, target audience, speaking/demo opportunities, and messaging strategy.
Assist in the development of marketing communications — pre-, during, and post-event — to include social media, onsite print materials, and post event nurture campaigns.
Contribute to the Speaker Program to ensure Minitab customers can present thought leadership topics, industry best practices and case studies at trade shows and events.
Develop internal strategy for Minitab Subject Matter Experts to present at industry conferences. Coordinate with Minitab Subject Matter experts on in-booth presentations, product demos, and customer speaking opportunities.
Develop and nurture relationships with key organizations that can help position Minitab as an industry thought leader to their membership base through strategic sponsorships and partnerships.
Maintain the budget for all trade shows, events, speaker program. Reconcile all show invoices and update show budget expenditures.
Work with Sales to research and select all trade shows and events in which Minitab will participate. Assess how each trade show and event delivers on defined objectives and make recommendations for future changes.
Lead the program team(s) for the Minitab Exchange roadshows, including, but not limited to, location and site selection, program development, marketing promotions, attendee registration, post event survey, and post event reporting.
Drive the advanced planning and coordination of trade show and on-site events team for successful implementation of all trade shows and events including registration, booth shipping, set-up and tear-down.
Contribute to the development of booth layouts and provide input to enable the creation of booth graphics and promotional materials.
Understand and take appropriate action to drive ongoing improvements to important trade show and event metrics (leads generated, conversion rates, cost per lead, etc.)
Report on event metrics and effectiveness using data to adjust and identify opportunities for improvement.
Assist in the organization, planning, and coordination of special events including Field Operations Conference, Minitab Insights Global Conference, and partner events. This includes, but is not limited to, marketing communications strategy, speaker management, registration management, onsite logistics, and post event follow up and reporting.
Maintain an accurate calendar of all Minitab trade shows, user conferences and events for global transparency.
Manage all 3rd party vendors involved in Minitab’s trade show and event program.
Develop and maintain a customer giveaway strategy including giveaway selection and inventory management.
Research and stay current with trade show and event best practices and technologies and bring relevant ideas back to the team.

EDUCATION, KNOWLEDGE, AND EXPERIENCE

Bachelor’s degree in Marketing or related field, or equivalent experience, is required.
Up to 3 years previous work experience in marketing, communication, or public relations, preferably with a global awareness.
B2B, technical product and/or software marketing experience is preferred.
Knowledge of best practices for social media, PR and email programs is a plus.
Proficiency in Microsoft Office – Word, Excel, PowerPoint, Outlook, CRM, SharePoint, and marketing automation.
Project management experience including scheduling, planning, and managing projects to completion is a plus.

QUALIFICATIONS, SKILLS, AND ABILITIES

Strong creative, strategic, innovative, and organizational skills.
Excellent oral and creative writing communication skills.
Ability to manage multiple projects simultaneously and to create and maintain project lists and timetables and meet deadlines on time and within budget.
Highly motivated, willingness to think outside the box, and work collaboratively in a team environment.
Highly organized, accurate, thorough, and able to assume diverse responsibilities in a fast-paced environment with minimal supervision.
Strong understanding of traditional and social media landscapes.
Ability and willingness to travel as requested -- 30%-40% domestic and international travel.
Comfortable working in a multi-lingual and multi-cultural environment.
Proficiency in speaking, reading and writing the English languages is required.

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