Sr. Director, Exposition Marketing

Job Title: Senior Director, Exposition Marketing

Department: Expositions and Event Services

Reports To: Sr. VP, Expositions and Event Services

FLSA Status: Exempt

Location: Fairfax, VA or Remote (US)

Level: Sr. Director

Alt Work Eligibility: CWW-Y, Telework-Y, Remote-Y

Starting base salary range is $130,000-$160,000. Individual compensation will be commensurate with the candidate's experience. Full benefits are available and the position is eligible for the Senior Director level annual bonus program.

Why You ll Love Working Here:

• AVIXA is a global organization that celebrates diversity of thought, background, demographics, and experience.
• The AV industry is truly inspiring, changing how people experience the world.
• We re headquartered in Fairfax, VA but also have a widely distributed team. We recognize that talented people live all over the world.
• Our values: Trust, Heart, Courage. No buzzwords here. We take these seriously and live them every day.
• Our people: you will be surrounded by some of the most talented, supportive, smart, and thoughtful leaders and teams.
• It s not all about work: generous PTO and holiday time off, flexible working hours, option for a Compressed Work Week (i.e. every other Friday off)
• The benefits and perks: AVIXA offers comprehensive medical, dental, and vision benefits, company-paid life insurance and disability, 401(k) plan with company matching, learning and career development opportunities, education assistance, and more!

Summary of Position:

The Senior Director, Exposition Marketing leads the expo marketing team for the InfoComm tradeshow, the preeminent event for the professional AV industry in the United States. This position is responsible for the exposition marketing strategy, brand awareness, targeted attendee acquisition and retention, as well as exhibitor marketing campaigns communicating the value proposition of exhibiting and sponsorship at InfoComm to current and prospective exhibitors.

As a senior member of the Expositions and Event Services team, reporting directly to the Senior Vice President, Expositions and Event Services, the Senior Director, Exposition Marketing contributes to short-and long-term tradeshow strategy, while leveraging competitive data, analysis, and industry trends to influence marketing tactics. The ideal person for this position will be a highly effective marketing leader who brings proven skills in strategic brand development, omnichannel marketing, and measurements across multiple channels.

Major Duties and Responsibilities:

• Lead audience acquisition and exhibitor promotion strategy by developing brand design, messaging, and competitive positioning.

• Oversee all attendee and exhibitor campaigns executed via email marketing, digital marketing, website, digital assets, partner co-marketing and any other tactics and channels to grow acquisition in key market segments.
• Develop ad hoc reports and use analytical skills to determine campaign efficacy and make data-driven decisions.

• Attain a deep understanding of the trends and market potential of the global AV industry, with a focus on motivations for attendees to register for InfoComm and the value proposition for exhibitors.

• Optimize use of internal database for attendee and exhibitor acquisition, using knowledge of Salesforce and data management strategies to target key personas.
• Design testing frameworks (A/B tests) for marketing promotions to continually maximize response rates and apply the latest techniques to execute improved campaigns that deliver both quantity and quality campaigns.
• Actively participate in annual budgeting process, justifying expense and continually looking for areas where InfoComm can realize the best ROI. Reforecast expenses as needed, according to company guidelines.
• Work collaboratively with Exposition Sales in creating sponsorship programs and determining sponsorship benefits and deliverables to maximize customer value. Ensure that sponsorship deliverables are met.
• Determine a holistic event technology strategy with Event Services, Account Services, and IT teams such as registration platforms and mobile apps to leverage the best-of-breed capabilities of different vendors while weighing benefits versus cost and attendee experience.
• Work collaboratively with Market Intelligence, IT, and Data Management teams to analyze internal operations and identify areas of process enhancement, especially around the areas of database management and data health.
• Act as the Brand Champion for the InfoComm show, ensuring that internal and external teams abide by strict brand guidelines in both design and messaging from pre-show campaigns to onsite decor.
• Create and convey supporting data during and post-show to inform content team of registration trends and demographics of paid education attendees.
• Determine and recommend attendee registration questions to provide valuable demographic and buying data to InfoComm exhibitors and the wider AVIXA organization.
• Work closely with the AVIXA Communications team on press release schedule and organic social media posts across multiple channels.
• Collaborate with AVIXA Marketing, to discover cross-promotional opportunities between AVIXA and InfoComm.
• Contribute expertise and market insight in the development of other AVIXA products, such as membership, AVIXA Xchange and other events.
• Develop referral marketing campaigns that leverage attendee and speaker enthusiasm to promote InfoComm registration.
• Create a personal social media brand to convey information about InfoComm and sway sentiment about the show, while developing a network of social media influencers to advocate for InfoComm.
• Lead the development, design and launch of a new InfoComm website every year, monitoring search engine optimization and Google Analytics to optimize performance.
• Working with Market Intelligence team, create post-event attendee and exhibitor surveys with the purpose of assessing satisfaction and informing future programs.
• Guides the Expositions Marketing team toward completion of campaign deliverables and supports the team by removing roadblocks, ensuring campaigns are resourced adequately, and coordinating with internal teams to ensure that projects start and finish on time and within budget.
• Translate strategy into actionable goals for team performance and growth KPIs.
• Complete annual reviews three times per year for all direct reports and coach them in development and achievement of their annual performance goals.

• Travel as needed (15-20%)

Supervisory Responsibilities

This position supervises three staff.

Qualifications:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and Experience

• BA or BS degree strongly preferred. MBA preferred.
• A minimum of 10 years of experience in integrated, multi-channel marketing campaigns for business-to-business media or tradeshows and management experience with high-performing teams
• Experience in managing budgets of $500,000-$1 million

Accreditation/Certification

• An added benefit to be an active member with CEM accreditation by IAEE CEM (Certified in Exhibition Management)

Technical Skills

• Proficiency in collating and analyzing complex data in Excel. Knowledge of Pivot Tables is required.
• Working knowledge of CRM, such as Salesforce
• Proficiency in creating and modifying web content using a content management system or HTML
• Proficiency in using project management tools such as Basecamp, Asana or Clickup
• Experience with Photoshop or other design programs

Other Skills and Abilities

• Enthusiasm for evolving trends and emerging technologies in digital marketing, branding and audience acquisition
• Adopts an active learning mindset to maintain a deep understanding of the pro-AV market.
• Critical thinker who can observe a market situation and identify solutions and share opportunities with the organization
• Demonstrated ability to see beyond explicit assignments and identify broader, long-term opportunities for audience acquisition.

• Well-developed business acumen to prioritize objectives and solve complex business problems
• Project management experience and organizational skills to keep detailed, simultaneous schedules on deadline and deliver projects with excellence
• Proficiency in copywriting for technical audiences with persuasion and clarity

• Effective communicator who builds relationships to collaborate at the leadership, customer, partner and peer levels

• Hands-on team leader with the ability to develop and retain a talented, results-oriented team and inspires team during challenging and stressful situations
• Exemplifies AVIXA s core values of Trust, Courage and Heart and models this behavior for other team members
• Champions internal and external Diversity, Equity and Inclusion (DEI) initiatives with a willingness to institutionalize these efforts when hiring staff and vendors

This description describes the general duties and responsibilities of the position. It is not a complete list of duties and the employee may be required to take on additional duties and responsibilities as required by the needs of the association.

EEO Policy Statement: It is the policy of AVIXA to provide equal employment opportunities to all qualified persons, and to recruit, hire, train, promote, and compensate persons in all jobs without regard to age, race, color, religion, sex, age, national origin, disability, sexual orientation, or any other category protected by law.