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Role Profile
Role Title:
Reporting To:
Division/Group:
Function:
Contract Type:
Marketing Manager
Group Marketing Director
Lloyd’s List Group
Marketing
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:
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Development of short and long-term marketing strategies in conjunction with the Marketing
Director
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Planning and implementation of detailed marketing campaigns that deliver on KPI, lead generation
and revenue targets
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Overseeing two staff at Marketing Executive level
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Identifying existing and potential target audiences, and developing strategies for broadening
penetration into these markets
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Tracking, analysis and budget control of all areas that fall under the marketing remit
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Utilising an extensive internal global database, matching marketing collateral and message with
target market to achieve the most effective campaigns possible
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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:
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Developing marketing strategies, tests and plans (in consultation with the management team)
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Determining the most appropriate marketing mix and channels to reach the target audience
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Developing and implementing a circulation strategy for ABC audits
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Developing database build strategies and prioritising of list cleaning and research (in consultation with the
management team)
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Developing telesales strategy (in consultation with the management team and telesales manager)
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Managing people to optimise revenue potential
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Signing off all marketing plans for Lloyd’s List – upon consultation with management team
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Analysing site data and campaign metrics. Making appropriate adjustments to ensure maximum ROI; synthesize and
apply all analytical findings to marketing programs/site enhancements
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Conducting subscriber analysis
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Selecting the appropriate target audience
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Running internal database list selections
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Creating and testing landing pages to ensure optimum tracking and results from campaigns
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SEO – monitoring and continually improving organic search results
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SEM – developing and implementing search marketing strategies for ongoing PPC efforts
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Social Media – monitoring and increasing followers and connections
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Site management for lead generation
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Liaising with editorial to help create compelling marketing copy and content led campaigns
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Liaising with editorial to drive social media activity
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Liaising with telesales to manage and monitor lead activity
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Liaising with marketing suppliers –designers, developers, mail-houses, email service suppliers etc
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Managing and monitoring the marketing budget and maintaining a budget control record for all spend
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Formulating concise marketing reports
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Conducting regular updates with Divisional Managers, Editorial, Marketing Team and Telesales Manager
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Keeping up-to-date with new e-marketing initiatives and implementing these where appropriate – in consultation
with Divisional Managers
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Cross department collaboration –working closely with business teams to take projects from conception to
implementation and utilises all internal x-selling opportunities
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Co-ordinating events to ensure maximum lead generation and revenue
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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
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Meeting preparation
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Email and messaging management
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Calendar and diary management
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Performance management data
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Ad hoc reports
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Planning and to do lists
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Personal HR admin – sickness/holiday
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IT management and updates
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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
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Identifying best practice elsewhere and employing methods of informal training to increase knowledge
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Formal training
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Using the internet for research and learning
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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
Company and 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.
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A minimum of 3 years experience and a demonstrated track record of accomplishments 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.