Job Description
Our client is a large, international business that connects specialist communities with knowledge, helping them learn, grow, and make better decisions through live and on‑demand events, digital and data‑driven services, and research. With over 10,000 colleagues across 30 countries and a strong reputation as an excellent place to work.
Purpose
This role will lead and define excellence in product marketing across the organisation.
Initially, the focus will be on supporting a major transformation workstream aimed at modernising marketing capability. The VP will lead the development and execution of product marketing strategies focused on driving paid attendee growth across a defined portfolio of events.
You will craft compelling value propositions that convert prospects into paid attendees, optimise the attendee journey, and collaborate with marketing teams to maximise revenue from event offerings. Operating at the intersection of commercial teams and marketing, you will use audience insights to refine event propositions and drive sustainable growth.
What You’ll Be Doing
Setting Strategic Direction
* Develop comprehensive product marketing strategies for paid attendee propositions across a defined event portfolio.
* Define clear value propositions that articulate the unique benefits of attending events versus competitors.
* Create pricing and packaging strategies that maximise revenue while delivering strong attendee value.
* Lead the evolution of event propositions to meet changing market demands and expectations.
Utilising Audience & Market Intelligence
* Conduct in‑depth market research to understand attendee personas, buying behaviours, and decision‑making processes.
* Analyse the competitive landscape to identify opportunities for differentiation.
* Use data analytics to identify trends in attendee preferences and purchasing patterns.
* Translate insights into actionable recommendations for proposition enhancement.
Optimising Attendee Journeys
* Partner with commercial leadership to optimise the full attendee journey.
* Implement segment‑specific marketing approaches.
* Develop strategies that increase conversion rates and maximise lifetime value through repeat attendance.
Defining Go‑to‑Market Excellence
* Lead the development and execution of integrated marketing campaigns to drive paid registrations.
* Collaborate with content teams to ensure programming aligns with attendee needs.
* Partner with digital marketing teams to optimise paid and organic acquisition channels.
* Develop compelling messaging that clearly communicates the ROI of event attendance.
Setting Performance Metrics
* Establish KPIs to measure the effectiveness of paid attendee marketing initiatives.
* Analyse conversion metrics throughout the acquisition funnel.
* Conduct post‑event analysis to measure satisfaction and identify improvement opportunities.
Working Cross‑Functionally
* Work closely with event directors and commercial leads to ensure alignment with event objectives.
* Partner with sales teams to develop effective approaches for group bookings and VIP attendees.
* Collaborate with product teams to incorporate attendee feedback into future planning.
Knowledge & Experience
You will thrive in this role if you:
* Have 8+ years of experience in product marketing, ideally within events, conferences, or experiential products.
* Are a strategic thinker who can balance short‑term revenue goals with long‑term brand building.
* Put the customer at the centre of decision‑making.
* Have a proven track record of developing successful marketing strategies that drive revenue.
* Communicate complex value propositions with clarity and impact.
* Are results‑oriented and focused on measurable business outcomes.
* Collaborate effectively across departments and with external partners.
* Have strong analytical skills and can translate data into actionable strategies.
How Success Will Be Measured
* Growth in paid attendee numbers and event revenue.
* Improved conversion rates across the attendee acquisition funnel.
* Higher attendee satisfaction and Net Promoter Scores.
* Innovation in event propositions to maintain competitive advantage.
* Development of scalable marketing approaches that can be applied across multiple events.
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