Role Profile

Role Title: Marketing Manager

Reporting To: Group Marketing Director

Division/Group: Lloyd’s List Group

Function: Marketing

Contract Type:6 Month Fixed Term (Maternity Cover)

Product Overview:

As the flagship product of the Lloyd’s List Group, Lloyd's List is the leading daily newspaper for the maritime industry, covering all sectors of the shipping world. One of the most established, well-known brands within the Informa Group, Lloyd’s List has been in existence since 1734.

Lloyd’s List’s editorial mission is to provide information, analysis and knowledge for business decision makers in the global shipping community. In a changing and increasingly complex shipping environment, our remit is to deliver business-critical information in the distribution channels most suited to the needs of our customers, with immediacy - no matter where in the world that customer is located.

Lloyd’s List establishes a forum for the shipping community, providing a space for informed debate by business leaders, from ship owners to classification societies to financial services providers and seafarers, via interviews, opinion, surveys and exchange of ideas. This forum is enhanced by a global program of awards and conferences.

Purpose of the Role:

Having recently re-launched the Lloyd’s List online product, we are seeking a dynamic, results-oriented Marketing Manager with a proven track record of successful online marketing in B2B information. The Marketing Manager is responsible for developing the marketing strategy and providing end-to-end implementation and management of direct marketing campaigns and all other marketing efforts.

The successful candidate for this role will be a proven expert in utilising effective online communications to integrate with other direct marketing programs for customer acquisition and branding initiatives. Marketing activities will generate off the page new business and high quality leads for the sales teams for subscriptions, advertising and awards. The Marketing Manager works across a variety of media including: email, direct mail, PPC, social media, SEO and events; with a view to increasing sales, conversions of leads, the overall brand experience and ultimately revenue. It is also vital that the Marketing Manager builds close working relationships with editorial, sales and other functions across the team to ensure a smooth, cohesive approach to the promotion of the Lloyd’s List portfolio.

Overall Responsibilities Include:

  • Development of short and long-term marketing strategies in conjunction with the Marketing Director
  • Planning and implementation of detailed marketing campaigns that deliver on KPI, lead generation and revenue targets
  • Overseeing two staff at Marketing Executive level
  • Identifying existing and potential target audiences, and developing strategies for broadening penetration into these markets
  • Tracking, analysis and budget control of all areas that fall under the marketing remit
  • Utilising an extensive internal global database, matching marketing collateral and message with target market to achieve the most effective campaigns possible
  • Growing the internal database further by regularly carrying out a gap analysis, identifying areas for improvement and putting in place plans for sourcing additional prospects
  • Sourcing external list rental opportunities
  • Full responsibility for new media marketing strategies – including social media and integrating this with other direct marketing initiatives

Key Accountabilities for the Role:

Marketing:
  • Developing marketing strategies, tests and plans (in consultation with themanagement team)
  • Determining the most appropriate marketing mix and channels to reach the target audience
  • Developing and implementing acirculation strategy for ABC audits
  • Developing database build strategies and prioritising of list cleaning and research (in consultation with the management team)
  • Developing telesales strategy (in consultation with the management team and telesales manager)
  • Managing people to optimise revenue potential
  • Signing off all marketing plans for Lloyd’s List – upon consultation with management team
  • Analysing site data and campaign metrics. Making appropriate adjustments to ensure maximum ROI; synthesize and apply all analytical findings to marketing programs/site enhancements
  • Conducting subscriber analysis
  • Selecting the appropriate target audience
  • Running internal database list selections
  • Creating and testing landing pages to ensure optimum tracking and results from campaigns
  • SEO – monitoring and continually improving organic search results
  • SEM – developing and implementing search marketing strategies for ongoing PPC efforts
  • Social Media – monitoring and increasing followers and connections
  • Site management for lead generation
  • Liaising with editorial to help create compelling marketing copy and content led campaigns
  • Liaising with editorial to drive social media activity
  • Liaising with telesales to manage and monitor lead activity
  • Liaising with marketing suppliers –designers, developers, mail-houses, email service suppliers etc
  • Managing and monitoring the marketing budget and maintaining a budget control record for all spend
  • Formulating concise marketing reports
  • Conducting regular updates with Divisional Managers, Editorial, Marketing Team and Telesales Manager
  • Keeping up-to-date with new e-marketing initiatives and implementing these where appropriate – in consultation with Divisional Managers
  • Cross department collaboration –working closely with business teams to take projects from conception to implementation and utilises all internal x-selling opportunities
  • Co-ordinating events to ensure maximum lead generation and revenue
  • Negotiating list swaps and marketing contras with third parties
Administrative Duties:
Borne out of delivering all marketing accountabilities and therefore covers the spectrum of the marketing remit plus personal administration includes:
  • Meetings
  • Meeting preparation
  • Email and messaging management
  • Calendar and diary management
  • Performance management data
  • Ad hoc reports
  • Planning and to do lists
  • Personal HR admin – sickness/holiday
  • IT management and updates
  • Briefings
Personal Development:
A minimum of 5% of time to be devoted to personal development or learning and progression in the role. A personal development plan will be identified as part of the first appraisal process and a proportion of time set aside on an ongoing basis to fulfil the plan. This includes areas such as:
  • Networking and building relationships internally and externally
  • Identifying best practice elsewhere and employing methods of informal training to increase knowledge
  • Formal training
  • Using the internet for research and learning
  • Managing your personal motivation and drive – ensure you are engaged and find ways of maintaining this
Ad hoc requests:
Within limits of this role

Management Accountabilities:

Managing People & Resources:

The Marketing Manager is required to manage two executives to maximise potential from this resource to ensure the

Companyand its people are operating at its peak.

Key Skills & Competencies:

To be successful in this role you should be a highly motivated, passionate marketer with online and direct marketing experience. You should possess excellent copy writing skills and know how to manipulate databases in order to produce extremely targeted campaigns. You will have the ability to work well as part of a team, but will also be able to take the initiative and work independently. You will be used to adhering to strict deadlines and also balancing creative/analytical duties.

The most successful marketing managers are hard working driven individuals who demonstrate this determination to succeed by going that extra mile to make their campaigns as profitable as possible.

  • A minimum of 3 years experience and a demonstrated track record ofaccomplishments in B2B information marketing.
  • 2 years hands on digital marketing experience
  • Experience working with a sales team
  • Knowledge of Omniture, Google Analytics, or other analytics packages
  • Proven results – working to ROI / Lead Generation / CTR targets
  • Results orientation
  • Strong organisational, analytical, and critical thinking skills
  • Superior professionalism and resourcefulness with strong work ethic
  • Ability to organise and manage multiple priorities
  • Problem solving
  • Technical skills in planning and marketing
  • Strong customer orientation
  • Have the ability to influence, negotiate, lead and persuade through communication

Education:

An upper second BA Hons or above or equivalent.

CIM or IDM qualifications would be of benefit

Location:

London.