Senior Manager, Field Marketing Events
CMiC, Canada
Job Description
ABOUT CMiC
As an industry pioneer, CMiC delivers complete and unified ERP and field solutions for construction and capital projects firms. CMiC’s powerful software transforms how firms optimize productivity, minimize risk and drive growth by planning and managing all financials, projects, resources, and content assetsfrom a Single Database Platform. With customers throughout North America, CMiC serves one-quarter of ENR’s Top 400 Contractors and hundreds of small and mid-sized construction firms, from general and specialty contractors to heavy/highway and project owners. For more information, please visit www.cmicglobal.com
Location: CMiC HQ, Toronto
Reports to: Director of Marketing
Status: Full Time
The title of the role may vary based on relevant experience.
ROLE OVERVIEW
The Senior Manager Field Marketing amp; Events is responsible for delivering lead generation programs that help drive CMiC’s annual qualified pipeline growth and revenue objectives. Specifically, they plan, execute and measure campaigns, which include participating in 3rd-party conferences and trade shows, organizing CMiC-hosted educational and networking events, and coordinating other field activities that create opportunities for the BDRs and sales executives to engage with prospective customers. In addition, they play an integral role in planning, organizing and hosting CONNECT, CMiC’s annual customer conference.
KEY RESPONSIBILITIES amp; DELIVERABLES
- Develop the annual event program and calendar, which includes conferences, trade shows, webinars and CMiC-hosted field events. Define expected outcomes by identifying key metrics and targets.
- Develop a ground up budget for CMiC’s full fiscal year event program, including all costs related to participating in (or hosting) events and webinars. On a monthly basis, track actual vs. budget spend.
- Develop and roll out event brief amp; playbook to drive consistent execution of all events. Different playbooks may need to be created for trade shows, CMiC-hosted local events, and webinars. Use event brief/playbook to:
- Coordinate preparation for each event e.g., goals, budget, sponsorship's, promotional partnerships, incentives, resources amp; roles, work streams, etc.
- Promote each event e.g., outbound emails, social media, website, promotional partnerships (e.g., Call of Duty Endowment), etc.
- Execute on the ground activities e.g., booth coverage, demos, presentations, live tweeting, etc.
- Schedule and run post-event debrief; document feedback and leverage for planning of future events
- Execute all post-event activities e.g., emails, BDR and Sales follow-up, results measurement, etc.
- Identify, define and work with in-house graphics designer and content marketing manager to create content assets needed to support event campaigns e.g., booth signage, promotional emails and social posts, PPT presentations, case studies, eBooks, product collateral, etc. In some cases, existing content assets may be modified/re-packaged for use on event campaigns; in orders, new assets may need to be developed.
- Develop and implement field marketing dashboard to track inquiries and marketing qualified leads (MQLs) generated from all events, webinars and field programs. Measure downstream performance, including conversion rates and closed business attributable to event/field marketing program.
- Collaborate closely with Marketing and Sales to plan, execute and measure all events and field campaigns to create new opportunities and/or drive forward movement of existing sales cycles. Manage each field event as an end-to-end campaign, including planning, execution and follow-up phases. Clearly document and communicate objectives, metrics and roles. Measure outcomes and report ROI for each campaign and for program as a whole. Recommend changes and enhancements to the following year’s event/field program based on present year results achieved.
- Track and report program effectiveness against defined key performance objectives and implement closed loop analysis and corrective actions to continuously enhance results
Requirements
- BA/BS in business, marketing, communications or related field
- A minimum of 5 years of experience in marketing roles focused on lead generation and pipeline growth. Ideally, at least 2 years running field marketing programs in a B2B environment
- Working knowledge of CRM and marketing automation processes and systems (e.g., CRM Salesforce; MA HubSpot, etc.)
- Outstanding project management skills; versed in using project management tools to coordinate