What are the responsibilities and job description for the Marketing Manager, Tours and Events position at Active Interest Media?
Description
We produce 15 consumer tours and events each year across our portfolio of brands in homebuilding, woodworking, gardening, sewing, and cooking. These experiences — from garden tours and maker workshops to homebuilding expos and culinary events — are among our most beloved products and a growing consumer revenue line.
Job Summary
As Marketing Manager, Tours & Events, you will execute the full consumer marketing cycle for these experiences: building interest pipelines, driving ticket and tour spot sales, nurturing attendees into loyal repeat customers, and supporting the organic brand engagement that keeps our event brands top-of-mind year-round. Event production, logistics, and vendor management sit with a separate team — this role is squarely focused on consumer marketing and revenue.
This is a hands-on execution role for a marketer who is comfortable owning a revenue number, managing multiple campaigns simultaneously, and building the lifecycle marketing programs that turn a first-time attendee into a multi-year loyal customer.
Requirements
We produce 15 consumer tours and events each year across our portfolio of brands in homebuilding, woodworking, gardening, sewing, and cooking. These experiences — from garden tours and maker workshops to homebuilding expos and culinary events — are among our most beloved products and a growing consumer revenue line.
Job Summary
As Marketing Manager, Tours & Events, you will execute the full consumer marketing cycle for these experiences: building interest pipelines, driving ticket and tour spot sales, nurturing attendees into loyal repeat customers, and supporting the organic brand engagement that keeps our event brands top-of-mind year-round. Event production, logistics, and vendor management sit with a separate team — this role is squarely focused on consumer marketing and revenue.
This is a hands-on execution role for a marketer who is comfortable owning a revenue number, managing multiple campaigns simultaneously, and building the lifecycle marketing programs that turn a first-time attendee into a multi-year loyal customer.
Requirements
- Own and execute the end-to-end conversion rate optimization strategy to increase lead generation through building targeted interest lists and desired actions across digital marketing channels.
- Execute consumer ticket and tour spot sales campaigns across all events and tours, working within sales plans and revenue targets set in partnership with leadership.
- Design, launch, and analyze A/B tests to optimize website pages, pricing, landing pages, and digital funnels.
- Partner with editorial to spearhead website strategy and enhancements to drive awareness and engagement with our tours and consumer events among prospective attendees.
- Champion and optimize paid media campaigns (SEM, SEO, display, social) to generate high-quality leads and effectively guide customers through the pre-purchase journey.
- Provide transparency into performance through KPIs, reporting, and insights that drive continuous improvement through insightful recommendations.
- Together with editorial, produce post-event content packages (recap emails, photo highlights) in to extend the event experience and reinforce the value of attending.
- Contribute to ongoing team efforts to develop and optimize lead nurturing programs (email, retargeting, Salesforce Personalization) to shorten time from lead to conversion.
- 3 years of experience in digital marketing, with a demonstrated track record of driving revenue across multiple tours and or events — ideally at a media company or enthusiast brand.
- Deep expertise in multi-channel marketing and marketing automation, including segmentation, behavioral triggers, and reducing over-reliance on batch-and-blast programs.
- Proven ability to build and execute new tours and events — from pre-launch pipeline building through post-launch sustain.