AEO - Association of event organisers

Marketing Executive – Retention and Growth Specialist


Marketing Executive – Retention and Growth Specialist

  • Closing date: 01-Nov-2018
  • Hours:
    • Full Time
  • Job function:
    • Marketing
  • Contract type:
    • Permanent

Job Title:   Marketing Executive – Retention and Growth Specialist

Reports to:   Marketing Operations Manager

Based at:   Richmond, Greater London- UK 

Are you a creative, practical marketeer, who is commercially astute and believes in delivering exceptional experience to customers? Do you also love events, busy, dynamic work environments and are currently looking for your next challenge?

If so, we have an exciting opportunity within the marketing department of our Energy, Marine and Rotorcraft division. The suitable candidate will gain extensive experience, working across a diverse portfolio of events based around the world from; Aberdeen, Glasgow and London to Amsterdam, San Diego and Qingdao. We are looking for an articulate and enthusiastic team player. With strong project management and analytical skills, and the creative flair to help shape and deliver relevant, engaging campaigns to drive lead generation and customer retention. 

You will have experience managing and executing client (exhibitor) focused lead generation and retention strategies, across a diverse group of brands/industries, to help achieve the overall objectives of the business. Be skilled at delivering on and offline campaigns and creating eye-catching and informative print and digital collateral to support these campaigns and the Sales teams. Confident in helping to shape marketing plans and activities across the full marketing-mix, to drive engagement, with the ability to project manage multiple campaigns and execute them successfully and to time. Able to communicate effectively and present your ideas with clarity, offering a creative edge, with a tenacious can do approach.


Become an influencer. By understanding the importance of being innovative and working collaboratively with other departments across the business, our marketing team has been influential in launching new digital initiatives and automated e-mail campaigns, including multiple pilot projects to help shape the future of the business.

We believe in creating a dynamic work environment, keen on developing talent within the business and recognising hard-working passionate individuals, looking to drive the business and their careers forward. Success comes from within, we will help facilitate, nurture and develop the right candidate.

Reed Exhibitions excels in creating high profile, highly targeted business and consumer exhibitions and events to establish and maintain business relations, and generate new business. Every year we run over 500 events in 40 countries, bringing together over 6 million active event participants worldwide in 2013. With over 3500 employees in 34 offices around the globe we serve 43 industries worldwide. Reed Exhibitions is part of the Reed Elsevier group, a FTSE 100 company.


Key Responsibilities:

1. Exhibitor Retention and Growth

  • Create, plan and deliver a schedule of activity, as outlined in the marketing strategies for each show, to develop multi-channel campaigns to support Exhibitor retention and lead generation/ growth across the portfolio
  • Work with the Head of Marketing, Sales and Central teams to, support, track and measure effectiveness of key Lead Generation and Retention tools and Strategies in place across the portfolio
  •  Work closely with the Sales team to help shape the communications and collateral across the Portfolio
  • Brief in the agreed activity with relevant central teams or external agencies to implement the deliverables
  • Report on the progress of each project to the Marketing Operation’s Managers and the Marketing Managers
  • Attend and run meetings with key internal stakeholders
  • Research new opportunities to further develop Growth and Retention strategies across the portfolio
  • Generate new ideas to help shape the Marketing Managers Retention and Growth strategies, through engaging content and collateral, working with internal colleagues, external agencies and key stakeholders

2. Digital and Sponsorship – Creation and fulfilment

  • Work with the Marketing Managers, Sales teams and relevant Central team functions to support the Digital and Sponsorship opportunities
  • Aid the development of engaging, creative, innovative messaging, which enlightens clients and promotes brand-focused messages, which are customer centric and benefit-led and ultimately help to drive revenue
  • Create internal and client facing online and printed collateral to highlight the opportunities available across the portfolio of events
  • Attend and run meetings with key internal stakeholders and external client facing meetings
  • Fulfil sponsorship deals sold by Sales across the two shows within the roles remit
  • Liaise with Central Digital Team for regular reporting and analyse results of the Sponsorship campaigns

3. Digital copywriting – website and E-campaigns

  • Design, maintain and supply content for the websites, across two-three of the Portfolio’s shows per year
  • Track and analyse website traffic flow and provide regular internal reports
  • Plan and execute the e-campaigns according to the comms plan written by the Marketing Manager
  • Write the content and build the e-campaigns according to the brief and secure sign-off by the deadline set
  • Working closely with the Marketing Managers and Central Team to create automated e-campaigns across two of the Portfolio’s shows
  • Advise the Central Marketing Team on each emails completion so they can activate the campaign
  • Track, report and analyse the results of the e-campaigns and advise on how to improve engagement

4. Reporting and analysis

  • Weekly and monthly reporting across all areas of responsibility
  • Compare week-on-week, month-on-month and year-on-year results with full analysis
  • Advise on how to improve the success of the campaigns
  • Review efficiencies and processes across the roles remit with aim to improve where required
  • Understanding the importance of good data and analysis to help develop customer insights

5. Marketing and industry knowledge

  • Demonstrates commercial market knowledge and business acumen
  • Monitoring competitor and trade association activities
  • Continually gains industry information across the Energy, Marine and Rotorcraft industries
  • Develops marketing and events knowledge, keeping abreast of the latest industry update


Key Skills:

  • Previous experience creating and implementing growth and retention campaigns, ideally from a B2B organisation
  • The ability to proactively execute and shape Retention and Growth strategies to drive traffic, engagement and revenue growth, with measurable and trackable results
  • Must be customer focussed balanced with commercial acumen
  • A creative flair, with the ability to visualise, as well as convey a message into relevant and interesting content.
  • Experience writing clear and detailed briefs, managing costs and meeting deadlines
  • Excellent proof-reading, editing and copy-writing skills: You will need to demonstrate attention to detail and the ability to edit content and strengthen messaging across various channels
  • A strong relationship builder with internal colleagues and external stakeholders, ensuring collaboration and business partnering
  • Exceptional written and verbal communication skills and interpersonal skills – able to communicate effectively with internal and external contacts and key stakeholders
  • With the rest of Marketing, act as a brand guardian across the Portfolio of events
  • Strong organisational skills, with the ability to deliver against plans and targets
  • Practical hands-on approach to working in a fast-paced environment
  • Good time and project management skills 
  • Ability to multi-task and prioritise effectively
  • Computer software proficiency and excellent IT skills with advanced Word and PowerPoint skills
  • Customer service skills


Ideal candidate profile:

  • Creative and analytical 
  • Friendly attitude and a team player
  • Flexible and adaptable character
  • Proactive rather than reactive 
  • Has a structured approach to problem solving
  • Enjoys having autonomy over their role
  • Actively seeks to become a ‘master’ in their area of responsibility and delivering effective results
  • Produces work to a high standard and can be given full responsibility on projects, where appropriate 
  • Proficient at producing  engaging on and offline content 
  • Confident on when to escalate issues and help to provide solutions 
  • Ability to meet deadlines within budget and to time
  • Experience in a publishing / event / exhibition background, ideally from a big organisation or with knowledge of the Energy, Marine or Rotorcraft industries would be advantageous



If this position interests you or you know someone it would, please send written applications to with a covering letter and your salary expectations. Or you can apply online at 

Due to the large volume of applications, we are unable to respond to all applications individually. Therefore, if you are not contacted by the company within the next three weeks, we regret to advise that your application has been unsuccessful.


  • "Broadway Events joined the AEO on the Enterprise Membership. We’ve already taken advantage of the many benefits including the excellent FaceTime Masterclasses and training guides for exhibitors."
    Emma Barrett
    Broadway Events
  • "We are a member of the AEO because it is a proactive association for the events industry. As an organiser it provides us with high value ideas, networking, guidance and information."
    David Harrison
    PPMA Group
  • "This year, the association has led working groups to address industry issues and put on some amazing events full of insightful content for both organisers and, through the AEOs FaceTime initiative, exhibitors. In addition, the AEO has represented the industry at a Governmental level to raise awareness of the importance of events to the UK economy."
    Paul Byrom
    Brand Events
  • "I genuinely believe that if you’re involved in organising events you should become a member of the AEO."
    Simon Kimble
    Clarion Events
  • "Our membership of the AEO represents real and tangible value for UBM - it provides fantastic networking opportunities, practical training for our team as well as valuable insight into the state of our industry."
    Simon Parker
  • "The AEO take great effort to ensure our industry continues to be recognised for its value, promotes the sector for talent acquisition and encourages the sharing of best practice across its members and their customers. It also provides a rich calendar of events for our staff to learn, network, share experiences and celebrate with their peers in the industry."
    Stuart Johnston
    Ascential Events
  • "As an Association business, we appreciate the excellent work the secretariat of the AEO do for our community. From the events side of our business, the AEO provides an excellent return on investment, providing thought leadership, fantastic networking, brilliant awards, excellent research and FaceTime, a valuable tool to tell our markets why exhibitions and events should be an essential part of the marketing mix."
    Neil Felton
  • "AEO’s networking and member meetings are valuable for individuals at all levels within our organisation. The promotion of our sector to the outside world, to government, authorities and business at large is another vital aspect of the AEO’s purpose for members, many of whom, like my company, work on events throughout the world."
    Stephen Brooks
    Mack Brooks Exhibitions
  • “Knowledge is power and the AEO dinners are certainly powerful, there is always a wealth of knowledge at the table. Insightful presentations make for a constructive and extremely social way to learn from the experts who’ve done it before. I attended the Japanese evening and gained really valuable insight about the culture and how best to communicate with a local audience.”
    John Whitaker
    Vice President Marketing, Data & Digital , dmg events
  • "We have the opportunity to contribute positively to the industry as well as gaining valuable insight and advice. There’s no need to spend valuable time and money reinventing the wheel when you have so many experienced professionals in AEO membership to learn from”
    Emma Cartmell
    CHS Group
  • "JOINING THE AEO HAS BEEN FANTASTIC! Being able to gift our customers with free places at the FaceTime masterclasses, learn alongside industry peers and seek advice to common challenges is invaluable”
    Sharon Azam
    GovNet Communications




AEO news