Associate Director of Marketing – The Medical Spa Show

POSITION SUMMARY: The Associate Director of Marketing leads all marketing for the Medical Spa Show (MSS), from strategy and planning through execution and measurement, to drive attendance, exhibitor and revenue growth. This role turns business objectives into integrated, data-driven campaigns, keeps the MSS message clear and consistent across every channel, partners closely with AmSpa, and owns the marketing budget. The Associate Director is both strategist and hands-on leader, both doing the work and directing contractors and vendors day to day. OVERALL MARKETING & AUDIENCE DEVELOPMENTLead the overall MSS marketing and audience acquisition strategy and develop the annual marketing plan, including campaign strategy, audience segmentation, messaging, promotional calendar, channel strategy, budget and performance goals. Partner with the AmSpa marketing team on MSS strategy and deliverables, aligning on promotional plans, messaging and campaign timing, and leveraging AmSpa’s membership, databases, industry relationships and channels to maximize awareness and attendance. Grow attendance and expand MSS’s reach beyond the AmSpa audience by building the attendee and exhibitor prospect universe through database growth, list acquisition, partnerships, referrals and new niche markets. Develop strategies to convert first-time attendees, improve retention and reactivate lapsed attendees. Be actively involved in day-to-day campaign planning and execution with the Digital Marketing Manager and marketing contractors, and own the marketing calendar so deliverables are met on schedule. Develop campaign themes, messaging, positioning and promotional offers, and write, edit or direct copy across email, web, digital advertising, social media, sales materials and attendee communications. Collaborate on paid digital marketing, the MSS website (content, SEO and user experience), social media strategy, video content and the MSS mobile app. Manage public relations, including industry media relationships, the press representative, press releases and media partnerships. Monitor registration pace, campaign performance and audience trends, adjusting strategy and tactics as needed to achieve attendance goals. Use registration data, campaign analytics, customer research and historical performance to guide decisions and allocate resources. Lead post-show attendee and exhibitor surveys and research, using findings to improve positioning, programming, marketing and the customer experience. Manage the marketing budget and evaluate the effectiveness and ROI of all marketing investments. EXHIBITOR & SALES SUPPORTDevelop marketing strategies that support exhibitor booth and sponsorship sales and generate qualified leads trackable to revenue. Support the sales team with lead generation and major account proposals. TEAM & VENDOR LEADERSHIPWork alongside other internal marketing team members and help manage direct marketing contractors. Aid in selection and management of vendors and agencies, ensuring contracts are commercially sound with clear objectives and deliverables.