Event Marketing & Audience Development Manager

Connect CRE is seeking a strategic, creative, and data-driven Event Marketing & Audience Development Manager to lead the marketing strategy for their conferences and networking events. The role involves developing integrated marketing campaigns, managing audience growth, and utilizing analytics to optimize performance.

Responsibilities:

• Develop and execute comprehensive marketing strategies for multiple national and regional conferences, networking events, and webinars
• Create integrated marketing plans that align email, digital advertising, social media, content marketing, partnerships, PR, and audience outreach
• Build promotional calendars and campaign timelines for every event
• Continuously test messaging, creative, offers, audience segments, and campaign timing to improve performance
• Identify new opportunities to increase registrations, attendance, and audience engagement and occasionally promote sponsorship outreach
• Direct creative / designer on event assets needed to execute campaigns
• Own audience development strategy for all events, continuously expanding qualified attendee databases
• Develop segmentation strategies based on geography, property type, industry, company size, job title, previous attendance, and engagement
• Grow new audiences through partnerships, lead generation initiatives, referral campaigns, content marketing, and list-building efforts
• Manage CRM audience health, list hygiene, and contact segmentation
• Develop strategies to increase repeat attendees and improve attendee retention year over year
• Plan and execute email campaigns through HubSpot while collaborating with our creative team who will build and deploy emails
• Manage event email cadence strategically:
• Event announcements beginning months before each event
• Ongoing campaigns of 2–3 emails per week, increasing to 4–5 emails weekly as the event approaches
• Design and manage marketing automation workflows, including:
• Website visit nurture campaigns
• Early bird reminder sequences
• Abandoned registration recovery campaigns
• Post-event follow-up campaigns
• Execute personalized outreach campaigns targeting previous attendees, prospects, sponsors, and industry leaders
• Utilize Mailshake and other outreach tools to expand audience engagement
• Review analytics to measure outcome and adjust strategy accordingly
• Own Google Analytics (GA4) reporting for event websites and landing pages
• Monitor website traffic, audience behavior, conversion funnels, registration sources, and campaign attribution
• Build dashboards tracking key KPIs including:
• Registration conversion rates
• Website traffic
• Email performance
• Cost per registration
• Paid advertising ROI
• Audience acquisition
• Registration trends
• Analyze campaign performance and make ongoing optimization recommendations based on data
• Deliver post-event marketing reports highlighting successes, insights, and future recommendations
• Develop paid media strategies alongside internal stakeholders on Google Ads, LinkedIn, Meta, (additional team members will set up and run campaigns)
• Manage industry publication advertising campaigns
• Optimize creative, targeting, and budget allocation using campaign performance metrics
• Conduct A/B testing across digital campaigns to maximize conversions
• Collaborate with the social media team to align event marketing campaigns across LinkedIn and other channels
• Coordinate promotional calendars that integrate social media with email and editorial initiatives
• Develop speaker promotion campaigns and custom social graphics, including personalized discount codes
• Work alongside editorial teams to leverage Connect CRE news coverage to increase event awareness
• Coordinate event promotion across Connect CRE's national and regional newsletters
• Collaborate with creative teams to develop:
• Email banners
• Landing page graphics
• Speaker spotlights
• Sponsor promotional materials
• Social media assets
• Digital advertisements
• Ensure multiple versions of event copy tailored for newsletters, websites, advertisements, and partner promotions is utilized - event copy created by Conference Producers
• Manage promotional partnerships with trade associations, chambers, universities, media partners, and industry organizations
• Reciprocal marketing agreements that expand event visibility are negotiated and created by internal steak holders
• Identify new audience development opportunities through strategic partnerships
• Coordinate targeted voicemail campaigns using CallFire
• Execute SMS campaigns during key registration periods
• Develop personalized outreach campaigns for VIP attendees, past registrants, and high-value prospects
• Partner closely with Events, Sales, Editorial, Creative, Technology, and Executive teams to execute integrated campaigns
• Coordinate campaign assets, messaging, and timelines across departments
• Support sponsor marketing deliverables and promotional commitments

Requirements:

• 4–6 years of experience in event marketing, digital marketing, demand generation, audience development, or integrated campaign management
• Strong experience with HubSpot, marketing automation, and CRM management
• Experience with Google Analytics (GA4), Google Tag Manager, and campaign reporting
• Proven ability to build audience growth strategies using data and segmentation
• Strong understanding of email marketing, paid media, social media, SEO, and conversion optimization
• Experience managing multiple campaigns and events simultaneously
• Data-driven mindset with experience interpreting campaign metrics and making strategic recommendations
• Excellent project management, organizational, and communication skills
• Experience marketing B2B events or conferences
• Experience with LinkedIn advertising, Google Ads, WordPress, Mailshake, CallFire, and CRM systems