Marketing Specialist, Event and Online Lead Conversion

Permanent, Full-time position/40 hours a week

We have an opportunity for a bright marketing specialist to join our committed and creative team. Reporting to the Director, Product Marketing you will be responsible for a variety of initiatives including planning events and online campaigns to develop, nurture and convert prospects into qualified leads that drive our sales results.

What you will do

Event marketing

• Research third-party events (tradeshows, conferences, etc.) in the US and Europe that would be useful in attracting, converting and closing leads for our education and business personas
• Create detailed proposals for all events, including timelines, venues, vendors, staffing, budgets and nurture pathways
• Coordinate with all internal and external stakeholders required to make events successful
• Plan event layouts, booth designs and agendas
• Prepare all staff to understand their roles, their schedules and any other details
• Travel to the events to lead our presence
• Collaborate with marketing teammates to promote events online
• Develop detailed online follow-up plans and nurture pathways in Hubspot for these events
• Analyze the success of each event and propose creative new improvements to the attendees’ experience

Online marketing

• Work with content marketing manager to build a rich online content/editorial calendar that attracts a qualified audience
• Manage and implement website conversion paths – CTAs, landing pages and lead generation
• Work with SEO manager and content manager to understand the content needed around relevant terms
• Optimize our marketing automation and lead nurturing processes through constant email and content delivery testing methodologies
• Manage and build contacts lists on HubSpot by segmenting contacts based on their behaviors and past interactions with us
• Manage and implement key conversion points – Qualified lead generation content and lead generation forms
• Optimize marketing’s conversions’ paths and rates to drive more marketing-qualified leads to our sales team
• Measure email results and optimize the nurturing workflows for higher conversions
• Work to minimize list decay and unsubscribes while increasing productivity of emails sent
• Measure the performance of all conversion assets including CTAs, landing pages, forms
• Establish a regular analysis with sales to understand the effectiveness and quality of qualified leads coming from marketing (events and online)
• Optimize qualified lead to customer conversion rate together with the sales team to increase efficiency in the funnel

What you will bring

• Minimum one year experience in large-scale tradeshow and event planning and marketing to the North American education technology market
• University degree or college diploma in business, marketing, public relations or communications
• A solid understanding of the education technology conference, event and communities landscape in order to recommend appropriate events and strategies
• A capability and interest to learn the European educational technology market
• An ability to travel and work abroad for extended periods of time (up to 3-4 weeks depending on event schedules) in North American, Europe and possibly Australia
• Excellent communications skills
• Multilingual in one or several European languages such as French, Spanish, German, Portuguese, Italian, etc. is a requirement
• Completion of all Hubspot certifications (Inbound, Hubspot software and Design)
• Proficiency in Hubspot File and Design Manager tool including a basic understanding of HTML and CSS to do minor web site development changes
• Fast learner who demonstrates great ability to adapt and excel in a start-up environment
• Process oriented – demonstrated capacity to implement new processes that bring efficiency and improve results
  

Compensation

Wage: Salary range from $61,000 - $70,000 per year. (40 hours a week).

Benefits included: competitive group benefit plan that includes coverage for health dental, life insurance, short-term and long term disability, and a Group RRSP with employer matching of employee contributions - 4 weeks’ paid vacation, and 4 “platinum” days (additional paid days off adjacent to summer long weekends).

Location of Work: 1000, 1221 8 Street SW Calgary, Alberta, Canada. The position requires travel within Canada and internationally.