Summary/Objective
The Senior Manager, Marketing is directly responsible for the effective marketing of IFT products, services, and programs. This role works cross-functionally with key internal stakeholders and serves as a counselor and partner to drive marketing efforts that increase revenue, enhance the brand and align to IFT’s strategic objectives. The Senior Manager has a deep understanding and experience in marketing principles and tactics, as well as a full understanding of IFT’s mission and audiences. The Senior Manager has expertise in developing, executing, and evaluating integrated marketing communications strategies, as well as implementing corresponding tactical plans designed to support program goals. The Senior Manager is committed to communicating the value of the IFT brand and is instrumental in the achievement of IFT’s organizational goals.
Essential Responsibilities
• Supports the achievement of IFT’s business goals through the ideation, planning, development, execution, and ongoing assessment of marketing program metrics and strategy
• Conducts audience assessment, channel assessment, and selection utilizing data to influence strategic plan development
• Has a strong focus on demand and lead generation
• Engages with and manages expectations of various stakeholders, including senior leadership and external partners
• Has a deep understanding of how to generate and use marketing data to identify insights, drive revenue and increase engagement of key audiences
• Serves as a key partner and counselor with other IFT staff, understanding their goals and timelines to proactively develop plans and approaches that engage audiences and drive results
• Demonstrates a clear understanding of IFT audiences through work with the Channel Strategy and Implementation team in addition to using audience assessments, channel assessment, and selection utilizing data to influence strategic plan execution
• Responsible for effective marketing and communication plan development and adherence, project management, copywriting, design oversight, and social media content development coordination
• Partners closely across the full Marketing and Communications team to use data to guide decisions on content development, timing and channels for marketing initiatives
• Maintains knowledge in developing industry trends and technologies
• Ensures compliance with industry and legal regulations and best practices, and adherence to company processes and procedures
IFT FIRST Focused Responsibilities
• Works in close collaboration with VP, Meeting and Exhibit Experiences, along with the team, to develop a full-year marketing and awareness plan for IFT FIRST
• Leads the creation and execution of the IFT FIRST marketing strategy to communicate the value proposition and experience for members, prospective members, attendees, exhibitors, and other stakeholders
• Manages the IFT FIRST Marketing and Communications budget by comparing monthly actuals against planned spend and providing reforecasts, processes invoices, manages production costs and vendor subscriptions
• Partners closely on efforts related to the Scientific Program at IFT FIRST: Annual Event and Expo, providing integrated, strategic marketing to reflect IFT’s role as a convener across the food system
• Uses deep understanding of event management, marketing and audience engagement techniques to identify physical and virtual traffic patterns and insights
• Develops and implements innovative approaches to reach new audiences to increase registration at IFT FIRST with an eye toward attracting audiences and exhibitors that further IFT’s impact across the global food system
• Works in close partnership with the Sales and Meetings teams to develop marketing strategies, messages and materials for external events
• Directly involved in development of content and branding materials related to IFT FIRST, including website, social media, mobile app, signage, etc., aligning brand to overall IFT brand identity
• Works cross-functionally to ensure clarity and simplicity in messaging and approach to create an engaging and frictionless experience for audiences
• Identifies and contracts with external resources needed to assist in achieving goals and works with the VP, Meeting and Exhibit Experiences, and Senior Director, Integrated Marketing and Brand Strategy to gain approvals as needed
• Looks for opportunities to engage with new audience groups to generate increased exposure for IFT FIRST, ultimately driving increased registrations and revenue
Travel Required
• Occasional domestic travel is expected including the ability to attend occasional evening, weekend, and overnight meetings
Required Education and Experience
• Bachelor's degree in Marketing, Communications, or equivalent
• 5+ years of related experience in a similar position, preferably at an association or in an education-focused environment
• 5+ years of experience owning and managing the marketing for several product lines at one time
• 5+ years of demonstrated ability to write clearly and concisely with exceptionally strong communication skills
• 5+ years of experience of successfully building relationships with both internal and external stakeholders
• 3+ years of experience in demand and lead generation efforts specifically focused on events
• Strong computer skills including proficiency in Microsoft Office Suite
Preferred Experience
• Experience with Hubspot or a similar email marketing platform
• Experience with content marketing at a food, health, or scientific organization
Other Duties
This position, and all others at IFT, may be modified at any time. To ensure operational efficiency and meet the changing needs of our customers and our Business, other duties may be assigned as needed.
