Marketing Specialist - Events

Job description

FLSA Status: Exempt Reports To: Product Marketing Manager Department: Marketing Pay Range: $70,000-$80,000/year About the role This Marketing Specialist – Events role focuses on leading the campaign strategy, positioning, promotion, and enablement for securing sponsorships for e.Republic’s 100+ events. The primary measure of success will be viable pipeline created for sales. The position will bridge the gap between service offerings and target customers, developing deep market insights, building out creative multi-channel campaigns, crafting compelling messaging, enabling sales, and generating demand and marketing qualified leads (MQLs). You will be responsible for accelerating revenue growth through aligned marketing and sales initiatives. What you'll do: Lead & Demand Generation: Design, execute, and optimize targeted multi-channel demand generation campaigns that deliver qualified marketing leads (MQLs) for sales to convert to revenue, and grow our database of relevant contacts. Optimize messaging, segmentation, and campaign performance to ensure maximum ROI and sales pipeline impact. Develop and optimize keywords for effective Search Engine Optimization (SEO), and be aware of implications with Gen AI . Market Knowledge: Understand the vendor landscape serving state, local, and education market segments to understand key buyer needs, behaviors, and trends related to e.Republic products. Develop and maintain Ideal Customer Profiles (ICPs), personas, and competitive intelligence specific to these services. Go-to-Market Planning: Build and regularly update strategic GTM plans for events, including campaign calendars, value propositions, and success metrics. Align plans with business goals and collaborate with stakeholders across product, content, editorial, sales, and leadership teams. Implement marketing automation processes, proactively researching and implementing the latest best practices, strategies ,and industry standards. Product Positioning and Messaging: Define clear and differentiated messaging for each event and sponsorship level that highlights their unique value in driving client objectives (e.g., brand awareness, lead generation, thought leadership, sales), and drive at or above benchmark levels of engagement Develop compelling narratives for use across channels—web, email, social, sales sheets, media kits, and more. Content Creation: Collaborate with the Design and Product teams to create customer-facing content such as brochures, collateral, promotional materials, case studies, and blog posts. Create channel-specific messaging for digital campaigns (email, paid media, landing pages, social). Work with internal staff and/or external vendors to create video content to address all stages of the buyers’ journey (awareness/education to engagement to selection). Sales Enablement: Partner with Sales Enablement and Product (Delivery) teams to build internal toolkits that include pitch decks, objection handling, email templates, case studies, and datasheets. Support training sessions and sales playbooks as needed to ensure teams understand the value proposition of each Event. Launches and Enhancements: Coordinate the marketing and internal roll-out of new or updated product offerings, ensuring alignment across departments. Define launch objectives, timelines, and post-launch analysis. Cross-Functional Collaboration: Partner with the Customer Success Team to advocate for the customer within the organization for product offerings, and increase customer retention rates . Work closely with sales, events, and delivery teams to align product positioning, bundling, and delivery with customer expectations. Partner with Sales to ensure alignment on revenue goals, targets and lead conversion. Reporting & Analysis: Understand and evaluate campaign metrics and distribute campaign performance monthly to marketing management, relevant product (delivery) team, and sales. Work with management to define KPIs, create reporting in Salesforce and Hubspot, analyze campaign performance and give recommendations to improve campaigns. Maintain the product marketing calendar including setting and updating all product specific marketing outreaches and content. Track projects and tasks in Asana, maintain files and team collaboration in Teams. Track, report on, and optimize keywords KPIs: MQL generation volume and quality Email open and click-through rates Campaign and social engagement CPL Web traffic and engagement on relevant pages Conversion rates of MQLs to SQLs Revenue generated from MQLs Growth in database of relevant contacts and accounts Skills & Qualifications 5+ years of overall marketing experience, preferably with B2B services or media 2+ years in event marketing a plus Strong understanding of integrated campaigns, solution positioning, and go-to-market strategy Proficient in marketing automation and CRM platforms (e.g., Salesforce, Hubspot) AI-forward mindset – for content, creativity, and productivity. with an understanding offoundational AI tools and marketing specific AI tools Excellent written and verbal communication skills Excellent organizational skills Highly productive and strong at managing numerous projects at once. Strategic thinker with a data-driven mindset and strong attention to detail Background in state and local government and/or education sector is a plus Experience with Adobe Creative Cloud (Photoshop, InDesign, Premiere) is a plus Passion for driving measurable impact through marketing Must be in a work environment with reliable Internet access that is fast enough to support video meetings without lagging or interruptions. About e.Republic e.Republic is a leading organization focused on empowering state and local government and education through data, media, and events. We are committed to providing insightful guidance, promoting innovation, and forging connections that drive the adoption of technology solutions in government. We are a Certified Amazing Workplace two years running as well!