Commercial Marketing Manager

Reports to: General Manager / Marketing Director / Group Project Director, MMI Asia Pte Ltd Based in: We don’t really care where you connect to wifi. We care about your results. Singapore/Thailand/Vietnam/Philippines/Malaysia, with regular travel across Southeast Asia Works with: Sales, operations and the show teams – plus regional agencies and media partners In most exhibition companies, marketing fills the hall for everyone else and waits to be thanked. Here, marketing owns a budget, a target, and the ticketing line on the P&L. Your campaigns are measured in revenue – not impressions. The role MMI Asia builds the trade shows where entire industries across Southeast Asia meet, do business and decide what comes next. Behind every packed hall is a marketing engine that put the right people in the room – and, increasingly, sold them the pass to be there. This is not a brand-and-banners job. We’re looking for a commercial marketer who treats a marketing budget like an investment portfolio: spend where it returns, cut what doesn’t, and own the number at the end of the quarter. You’ll be directly accountable for the revenue we generate from ticketing – paid visitor passes, premium and VIP access, co-located summit and conference seats – alongside the qualified attendance that makes our floor space worth what exhibitors pay for it. Own the number This is the part that makes the role different. You’ll be given a marketing budget and a ticketing revenue target, and the autonomy to decide how to hit both. And it’s not just ticketing – you also get credit for lead generation and the resulting deals that your sales colleagues close. Own the ticketing P&L. Forecast, price-test and drive revenue from paid visitor passes, early-bird tiers, VIP and delegate packages, and co-located conference seats. • Run the acquisition budget end to end. Paid media, email, content, partnerships and on-ground – reported the way a P&L owner reports: in cost-per-acquisition and revenue, not clicks. • Feed the floor. Build and convert the visitor and buyer pipeline that gives exhibitors a reason to keep buying space, edition after edition. • Own lead gen. Build and deliver the qualified-lead pipeline that sales turns into stand bookings and sponsorship. • Build the affiliate engine. Recruit and manage a network of affiliates and referral partners — media owners, associations, content creators and industry ambassadors — who sell passes and surface leads on a pay-for-performance basis, so a chunk of the funnel costs nothing until it actually converts. • Get credit for the full picture. Ticketing revenue is your headline number, but exhibitor promotion and the leads you generate count towards it too – when the floor sells and the pipeline fills, that’s your win as much as the sales team’s. • Treat every campaign as a test. Know your CAC, your conversion rate and your payback by channel – and reallocate spend without waiting to be asked. • Defend the number in the room. Bring the data to commercial reviews and say plainly what’s working, what’s being switched off, and where the next dollar should go. What you’ll actually do Demand generation & campaigns • Plan and run multi-channel acquisition campaigns – paid search and social, email, content, programmatic, association and influencer partnerships – across the full show cycle. • Build audience segments and journeys that move a cold contact to a registered, paid or hosted attendee – and bring them back next edition. • Own registration end to end: landing pages, the sign-up flow, pricing tiers and abandoned-cart recovery. Brand, content & channel • Keep the show brands sharp, consistent and unmistakably MMI – across web, social, print and on-site. • Shape content that sells: speaker line-ups, agenda reveals, exhibitor stories, market data and the “why you can’t miss this” narrative. • Own the channel mix and the marketing calendar, and brief agencies and freelancers to deliver on time and on budget. What you bring • Sharp copy instincts and a good eye, even if you’re not the one in the design file – you know what makes someone click “register” and pay. • Fluency across the modern stack – paid media platforms, marketing automation, CRM, registration systems affiliate marketing. • Several years in B2B marketing – ideally events, exhibitions, media or another business where marketing carries a revenue or registration target. Think the discipline of a conference marketer, or the visitor-acquisition a festival organizer. • The bias of an operator: you’d rather ship, measure and adjust than wait for the perfect plan. You’re probably not the right fit if… • “Marketing” to you means making things look nice and hoping for the best. • You measure success in impressions and likes rather than registrations and revenue. • A budget and a target feel like pressure rather than the best part of the job. • You need a fully briefed plan before you’ll move – and someone else to own the result. • “What was the ROI on that?” makes you defensive rather than ready. Why MMI Asia MMI Asia is the Singapore-based subsidiary of Messe München – one of the world’s largest and most respected exhibition organisers. Yes, we are home to the F.C. Bayern Munich, Oktoberfest (we call it Wiesn), pretzels, and Adele’s spectacular summer concerts. We’re now in an ambitious growth phase in the region, through new launches, geo-clones, partnerships, joint ventures, and acquisitions. We hire ambitious, people-first professionals and give them the brands, the backing, and the room to do the best work of their careers.