Position Summary
The Senior Marketing Specialist creates and executes compelling, integrated marketing that drives conference registrations and elevates the attendee experience. The role leads conference thematic development and cross-channel storytelling, represents Marketing in event planning, and partners closely with Creative, UX, and internal SMEs to deliver high-quality assets across email, web, social, paid media, direct mail, and on-site channels. This Specialist turns program goals and audience insights into clear campaigns and channel plans that extend event reach and convert interest to registrations.
Responsibilities
Integrated Campaign & Channel Strategy
- Plan and execute integrated event campaigns that drive registrations, translating goals and audience insights into positioning, offers, Calls To Action (CTAs) and a multi-channel mix (email, web, social, digital paid, direct mail, enterprise outreach, and on-site comms).
- Lead conference thematic development and messaging architecture, ensuring consistent expression across copy, creative, and event web experiences (headlines, benefits, proof points, CTAs).
- Build clear activation calendars; route work with complete specs and deadlines; manage proofs, feedback cycles, and version control to keep production on schedule.
Enablement & Amplification
- Own “amplify” enablement by creating ready-to-share toolkits/templates for attendees, speakers, volunteers, sponsors, and enterprise member champions.
- Develop enterprise engagement plays that help large member organizations promote HFMA events internally (email language, share graphics, talking points, internal-invite templates).
Marketing Ops, Tech & Performance
- Partner with the HubSpot SME to scope and QA deployments (emails, nurtures, lists, forms, UTMs), uphold naming/tracking hygiene, and ensure deliverability best practices.
- Lead day-to-day paid media execution with partners by defining objectives and audiences, developing creative asks, and monitor pacing with in-flight adjustments.
- Monitor performance vs. registration pace; recommend tests and adjustments to offers, sequencing, channels, and creative; lead concise post-event marketing reports.
- Lead streamlined post-event marketing performance reports and insights.
Cross-Functional & On-Site Coordination
- Provide timely marketing inputs for event web pages (positioning, copy, and content blocks)
- Coordinate on-site deliverables (booth/signage lists, slide templates, on-site promotional assets, last-mile attendee comms).
- Represent Marketing in event/status meetings to identify opportunities, capture actions, communicate changes and ensure alignment with campaign plans.
- Coordinate vendors/contractors in partnership with the Senior Marketing Manager; maintain organized campaign documentation and manage asset libraries.
Cross-Functional & On-Site Coordination
Protect and uphold HFMA brand standards through consistent tone, message and visual identity across all event-related deliverables.
Perform other duties as needed
Qualifications & Experience
- Bachelor’s degree in Marketing, Advertising, Communications, or equivalent work experience
- 5–8 years in B2C or association marketing with hands-on event/campaign ownership across multiple channels (email, web, social, paid, direct mail)
- Excellent writing and editing for benefit-driven, conversion-oriented copy; meticulous QA and brand consistency.
- Strong project management, prioritization, and follow-through; operations calmly under tight timelines.
- Data-driven mindset; comfortable reading dashboards, proposing A/B tests, and optimizing cadence/offers/creative.
- Experience with marketing automation software tools (HubSpot preferred)
- Experience with digital campaigns (SEM, retargeting, social, etc.)
- Experience with Monday.com or similar project management tools
- Proficiency with Microsoft Office applications
- Familiarity with Salesforce
- Knowledge of healthcare preferred
Critical Competencies
- Highly organized, with strong attention to detail across multiple simultaneous projects.
- Demonstrated ownership and autonomous project management
- Creative problem solver open to new ideas, and able to collaborate to bring concepts to life
- Acts with urgency and reliably meets deadlines
- Self-driven, results-oriented professional with a positive solutions-focused outlook
- Exceptional relationship building skills with SMEs and cross-functional partners.
- Proven marketing copywriting ability
- Resource management skills, including budget management and external resource management
- Excellent communication skills
- Committed to a high-quality experience for all members and target audiences
Key Relationships
- Participate in assigned cross-functional collaborative teams
- Work closely with creative services team to develop effective cross-channel marketing deliverables
- Coordinate with SMEs for content review and approvals
- This position reports to the Senior Marketing Manager