Overview

The Group Marketing Specialist, Lead Generation runs the day-to-day engine that turns MICE marketing into qualified leads for the Sales team. This is a hands-on marketing role covering email marketing, MICE social media, planner list management, event lead follow-up, campaign tracking and reporting, and the data behind the MICE vendor index and matching program on the web. The role reports to the Group Marketing Director, receives day-to-day guidance from the Senior Group Marketing Manager, and works closely with Sales, Digital Marketing and the Community Engagement team.

Core Responsibilities

• Plan, build and deploy MICE email campaigns, including the monthly planner email through the organization's email platform (currently Mailchimp, with support from the Community Engagement team), from brief and copy through testing, send and reporting.
• Coordinate with the email agency partner on agency deployments, including audience selection, content, tracking and results.
• Manage MICE planner lists: segmentation, imports, deduplication and suppression, so no send reaches unsubscribed, duplicate or internal contacts.
• Upload, categorize and clean tradeshow and event contact lists, and deploy post-event follow-up campaigns on the timeline set by the team.
• Work with Digital Marketing to improve MICE web pages, landing pages and the Web RFP form so more planner visits turn into RFPs.
• Apply the approved UTM structure to every MICE link and campaign.
• Pull marketing-sourced leads (Web RFP form submissions) from Simpleview each month and report results by segment and channel.
• Produce segmented performance reports for every completed email and media campaign, with insights and recommendations, not only numbers.
• Own MICE and Sports social media: plan the content calendar, create and publish posts (LinkedIn first), coordinate with Digital Marketing on brand standards and paid support, and report on engagement and traffic to MICE pages and the Web RFP form.
• Write segment-specific briefs and copy for MICE email, social, sales tools and content.
• Maintain vendor records in the MICE vendor index to the agreed data standard, keep a list of vendors that need follow-up, and support content and data for the MICE matching program on the web.
• Traffic and fulfill MICE media and partner deliverables, including Cvent and Playeasy.
• Support Sales with marketing materials and presentations as needed, and coordinate branded promotional items in collaboration with the Sales team lead.

Tradeshows and Events

• Travel to and work assigned trade shows and events on-site, manage lead capture tools, and make sure every scanned contact reaches the follow-up campaign.
• Capture and publish live social content from tradeshows and events, and use it in follow-up campaigns.
• Support partner and stakeholder registrations through Eventsforce for assigned events and programs.

Development Focus

• Develop toward full ownership of the MICE email and lead generation program, with opportunities to expand responsibilities and build the capabilities needed for future career growth within the organization.
• Become the team's lead on marketing technology, including the CRM and marketing automation platform (HubSpot) as it expands to support MICE.
• Build skills in B2B demand generation, data and analytics through the MICE matching program and segment reporting.

Key Credentials

• Bachelor's degree in marketing, communications, business administration or a related field.
• Two (2) to four (4) years of hands-on marketing experience in email marketing, lead generation or digital marketing. B2B, hospitality or destination marketing experience preferred.
• Experience building and deploying campaigns in an email platform (Mailchimp, SendGrid, HubSpot or similar).
• Experience creating and managing social media content for a brand, including LinkedIn. B2B social experience is a plus.
• Working knowledge of UTM tracking and web analytics (GA4 or similar).
• Comfortable working in Excel and with CRM data. Simpleview experience is a plus.
• Strong copywriting and communication skills in Spanish and English.
• High attention to detail, especially with lists, data and reporting.
• Curiosity about what motivates meeting planners to act, and the ability to turn data into recommendations.
• Basic design skills (Canva or similar) are a plus.
• Strong organization and time management, with the ability to manage several campaigns at once and meet deadlines.
• Collaborative, able to thrive both independently and as a team member, and comfortable with complexity and ambiguity.

Work Environment

• Office-based role with regular travel to tradeshows and industry events as assigned.
• Must be able to lift around 30lbs and stand for extended periods during events.
• Hybrid work flexibility as approved by management based on Discover Puerto Rico’s guidelines.

PHYSICAL DEMANDS

The physical demands and work environment described here represent those that an employee must meet to successfully perform the essential functions of this job. Reasonable accommodation may enable individuals with disabilities to perform the essential functions.

• Viewing computer monitors
• Sitting
• Standing for community functions, presentations, etc.
• Ability to lift up to 30 pounds

Note: This position description is intended to define the general nature and level of work being performed. It is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the role. Employees may perform other position-related duties to meet the organization’s ongoing needs.

Position: Full-Time

Location: In-Person, with flexibility as per business needs

Travel: Occasional, for training or conventions, as needed