Marketing Manager, Tours and Events

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.

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.

Key Responsibilities:

· 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.