Marketing Lead - Exhibition

Role Overview :

The Marketing Manager will be responsible for conceptualizing, planning, and executing 360° marketing and communication strategies for B2B exhibitions and conferences. This role focuses on driving exhibitor acquisition, sponsorship promotion, visitor footfall, and brand visibility through integrated marketing campaigns across digital, print, and on-ground channels.

Key Responsibilities :

1. Marketing Strategy & Planning

Develop and execute comprehensive marketing plans for each exhibition – covering pre-event, during-event, and post-event phases.

Define marketing budgets, timelines, and performance KPIs.

Collaborate with the sales, operations, and content teams to align messaging and positioning with business objectives.

2. Exhibitor & Visitor Promotion

Design exhibitor acquisition campaigns highlighting event value propositions.

Drive visitor marketing through targeted outreach – digital campaigns, databases, industry associations, and partner networks.

Manage CRM-driven email marketing and nurture campaigns for leads.

3. Digital & Social Media Marketing

Oversee social media strategy and daily execution across LinkedIn, Instagram, and X (Twitter).

Plan paid campaigns (Google Ads, Meta, LinkedIn) to generate exhibitor and visitor leads.

Optimize website and landing pages for SEO, user engagement, and conversions.

4. Partnerships & Alliances

Build partnerships with trade associations, media houses, influencers, and B2B portals to enhance event reach.

Manage barter deals, promotions, and co-branded campaigns.

Coordinate with PR agencies for media coverage, interviews, and post-show publicity.

5. Collateral Development & Content

Supervise the creation of all marketing collaterals — brochures, videos, mailers, hoardings, and digital creatives.

Develop content calendars, press releases, and newsletters aligned to campaign goals.

Work with design and production teams to maintain brand consistency.

6. On-ground Branding & Experience

Plan and oversee on-site branding, signage, and visitor experience design.

Support event-day media management, photography, and live content updates.

7. Analytics & Reporting

Track and analyze campaign performance, lead generation, and ROI.

Present regular reports on marketing effectiveness and recommendations for improvement.

Qualifications & Experience :

MBA / Master’s in Marketing, Communications, or related field.

5–8 years of experience in B2B marketing, ideally within exhibitions, trade fairs, or event management.

Strong grasp of digital marketing tools (Google Analytics, Meta Business Suite, etc).

Excellent communication and presentation skills.

Experience in managing agencies and cross-functional teams.

Key Competencies :

Strategic thinking and creativity

Data-driven decision-making

Strong networking and relationship management

Project and budget management skills

Ability to thrive in fast-paced, deadline-driven environments