Marketing Director- Outdoor Retailer

Emerald is seeking a Marketing Director to develop and execute marketing strategy for its Outdoor Retailer B2B trade show and conference.

The Marketing Director is a strategic thinker who will create innovative and cost-efficient sales and marketing strategies for Outdoor Retailer to achieve both audience and sales objectives and goals, as well as manage teams to successfully implement those strategies. This role leverages a broad range of digital marketing tactics as well as content strategy to grow sales, event attendee revenue pillars for the portfolio. The Marketing Director will monitor and measure effectiveness in real-time, making strategic choices with your team about when to pivot to ensure organizational and financial goals are being met across campaigns. In addition, you’ll oversee the marketing technology stack used across the department to find ways to leverage new tools and create more efficient marketing processes and user experiences.

The Marketing Director manages a team of in-house staff, freelancers and agencies to execute strategy for OR, and will need to be comfortable getting “hands on” to own tactical tasks alongside the team. This role requires a confident leader who can effectively delegate work, collaborate with other portfolio leaders, mentor junior team members, and foster a creative, innovative environment that actively incorporates new marketing techniques to drive results.

Key Responsibilities

• As a result of the yearly Brand Operating Plan, direct responsibility and accountability for the design and successful execution of supporting marketing plans / timelines to achieve objectives organized by key segment and including type of effort/channel, timing, quantity, cost, projected response and ROI.
• Partner with Emerald executives and marketing operations to develop and maintain an annual event plan that includes objectives, financial targets and key strategies.

• Manage team’s successful implementation of marketing and campaign plans for which Marketing Director is ultimately responsible and accountable.
• Form close relationships with Outdoor Retailer Sales and Buyer Relations to better understand the market and industry needs in order to create and align marketing messages and campaigns.
• Develop unique value proposition framework for key segments.
• Track consistent and accurate first- and last-touch attribution and campaign analytics to assess marketing campaign performance and make improvements.

• Drive the creation and optimization of registration and related website experiences that minimize friction and optimize the collection of actionable data.
• Closely manage communication to attendees and exhibitors to ensure a high-quality customer experience.
• Closely monitor performance of all marketing initiatives to ensure achievement of objectives.
• Adjust and optimize go-forward strategies as needed based on performance tracking.
• Successfully grow attendee and exhibitor database through the creation of robust inbound lead-generation programs.
• Develop nurture programs that align content with customer buying cycles and industry needs.

• Oversee advertising buys, barters, print and digital campaigns for Outdoor Retailer and partner programs.
• Oversee implementation of research strategy and identify actionable insights from results.
• Successfully manage marketing budgets – both revenue and expenses – as well as working closely with finance in managing, tracking and submitting month-end accruals
• Recruit, train, coach, and mentor direct and indirect reports ensuring the highest levels of marketing performance, as well as adherence to all Emerald and Outdoor Retailer marketing processes and procedures.
• Mandate the use of available tools to analyze campaign performance for all marketers in the Outdoor Retailer marketing team.
• Maintain and uphold the Outdoor Retailer brand guidelines (look and feel, tone, voice, etc.) across all channels.
• Strengthen and/or evaluate relationships with third party vendors to ensure products are in line with Outdoor Retailer’s marketing strategies.

Required Skills

• Demonstrated excellence in the design and implementation of high-performing in-bound marketing campaigns and content-marketing / lead-nurturing campaigns.
• Demonstrated expertise in building “bottoms-up” multichannel marketing budgets that deliver on expected campaign outcomes.
• Highly proficient in data analysis including a firm grasp on the various tools and metrics that track and analyze marketing initiatives.
• Excellent written and oral communication skills including marketing messaging and content creation.
• Flexibility and ability to quickly adjust plans based on results and new demands.
• Solid understanding of SEO best practices.
• Skilled at effectively using social media to drive brand awareness and lead generation.
• Technological proficiency with marketing automation, web analytics, email marketing platforms, social media management tools, as well as the ability to evaluate, employ and adapt as new technologies emerge.
• Strong financial acumen to support budget creation, management, tracking and monthly accruals
• Highly goal driven with a strong sense of urgency, with a balance of leading and “doing” – skilled and unafraid of addressing any elements of a campaign from overarching strategy to campaign-delivery detail.
• Collaborative with the ability to work with cross functional teams to achieve objectives.
• Strong sense of curiosity with an eye towards continuous improvement and optimization of resources.
• Experience building, training and leading teams, with demonstrated ability in having elevated team performance to achieve excellent campaign results and exceed business expectations.

ABOUT EMERALD

Emerald Holding, Inc. (NYSE: EEX) is the largest U.S.-based B2B event organizer, empowering businesses to succeed year-round by expanding meaningful connections, developing influential content, and delivering powerful commerce-driven solutions. As the owner and operator of a curated portfolio of B2B events spanning trade shows, conferences, B2C showcases and a scaled hosted buyer platform, Emerald delivers dynamic solutions across leading industries through its robust content and e-commerce marketplace. Emerald is a trusted partner for its thousands of customers, predominantly small and medium-sized businesses, playing a pivotal role in driving year-round commerce through streamlined buying, selling, and networking opportunities. Powered by an experienced team, Emerald is fostering meaningful engagement and delivering unparalleled market access with a commitment to driving business growth 365 days a year.

Join Us at Emerald
At Emerald, we are dedicated to building a workplace where everyone feels valued and included. We actively seek out diverse talent and fresh perspectives, embracing a wide range of professional backgrounds and experiences. Our skills-based hiring approach focuses on capabilities and potential. Over 90% of our roles don’t require a college degree, except for specialized fields like legal, finance, and accounting.

Come grow with us!

COMPENSATION & BENEFITS

Target Compensation: $90,000-100,000 (bonus eligible)

Please note that this range reflects a reasonable estimate of the target compensation for this position. This range may ultimately vary based on a candidate’s qualifications and may be higher where required by applicable law.

We offer a competitive benefits package designed to strengthen our employees’ physical and mental health, including unlimited vacation for exempt employees, 401(k) plan with a company match, medical/dental/vision coverage, parental and caregiver leave, dependent, commuter and FSA benefits, professional development programs, and mental wellness tools such as weekly guided meditation programs.

If you need accommodation in our application process or have questions about our posted salary range, please email our Talent Acquisition team at Careers@Emerald. com.