Head of Event Marketing
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Key skills for this role
About the Role
Lead a diverse marketing team to develop and execute event marketing strategies, focusing on digital marketing, data analysis, and campaign management.
Key Skills for This Role
Responsibilities
- Lead and manage a team of senior marketers and specialists
- Develop and execute marketing campaigns for exhibitions and events
- Monitor campaign performance and recommend data driven improvements
- Manage marketing budgets and optimize spend across channels
- Collaborate with sales and event teams to drive revenue
- Ensure brand consistency and adherence to guidelines
Requirements
- Proven experience in event marketing leadership
- Track record of commercial collaboration
- Experience managing marketing teams
- Strong analytical and data driven decision making skills
- Expertise in digital marketing and marketing technology
Full Job Posting
Role Overview
- As our Head of Event Marketing, you will report to the Portfolio Marketing Director and manage a diverse team based in Riyadh.
- We're looking for a highly motivated, dynamic marketing leader with a track record of commercial collaboration to develop products and positioning reflective of customer demand.
Key Responsibilities
- Recommend team structures and delivery solutions based on requirements.
- Line manage senior marketers and specialists working across a range of events.
- Work with Portfolio Marketing Director to ensure the right structure, specialisms and level of resources to meet agreed KPIs.
- Provide guidance, feedback and inspiration to line reports.
- Champion the adoption and optimisation of marketing technology solutions and digital marketing more broadly.
- Work with line reports to ensure successful delivery of marketing campaigns in line with agreed KPIs, event and divisional strategy.
- Work with line reports to develop skills and competencies and ensure they have a clear development roadmap.
- Ensure line reports are competent managers and have the skills and training required to manage junior team members or specialists.
- Ensure adoption and optimisation of marketing technology solutions, identify training needs and ensure line reports are technically proficient.
- Reflect the high performance culture of the marketing team.
Analysis & Insight
- Monitor campaign performance by supervising the production of relevant and timely reports.
- Recommend changes to campaign execution based on data insights.
- Share relevant insights with sales, event team and senior management to drive revenues or pursue new opportunities.
- Analyse and report trends over time and use these insights to build more effective campaigns.
- Ensure relevant and timely data is captured (onsite & post show surveys, registration forms, industry research etc).
- Work with internal teams to ensure data governance and data management policies are adhered to.
- Ensure delivery and accuracy of pre agreed reports during and post campaign to monitor channel effectiveness and ROI.
- Use recommended campaign analytics dashboards to monitor performance.
- Build a culture of testing and metrics driven decision making in the teams.
- Share case studies with marketers within the team, division and Informa Markets.
Planning & Campaign Management
- Work with marketing managers/wider team to plan product marketing campaigns to meet strategic objectives for exhibitions and virtual/hybrid events.
- Monitor operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers).
- Monitor engagement with target media, associations, industry partners and social media influencers and help the team determine how they fit within the integrated campaign.
- Assist marketing managers with the development of marketing budgets in line with plans and ensure budget trackers are kept up to date.
- Recommend external suppliers and ensure adherence to contractual terms and delivery.
- Work with internal teams and external agencies to deliver digital marketing, social media and PR in line with marketing plans to hit agreed KPIs.
- Ensure optimisation of spend across marketing channels.
- Agree paid media requirements and guide the negotiation of media buying (either directly or through an agency).
- Recommend website strategy to maximise relevant traffic and conversion.
Marketing Execution
- Together with the marketing managers identify target universe and key segments within target universe.
- Guide the team in developing personas, value propositions and messaging for each of the key segments.
- Ensure that timely, relevant communications are sent through full mix of channels and that the team are optimising the effectiveness of these channels.
- Monitor and recommend adjustments to the digital marketing activity based on performance metrics.
- Input into the Content Calendar to ensure delivery through the most relevant channels (email marketing, social media, digital marketing, direct mail etc).
- Input into the PR plan (internal or external) and liaise with the event manager/event director.
- Establish relationships with and manage strategically important partners to ensure maximum exposure at lowest cost to show budget.
- Ensure the maintenance of active social media channels in line with market expectations, monitor engagement and maximise conversion.
- Oversee the design and production of all marketing collateral to be determined within the marketing plan.
- Ensure all marketing collateral, email marketing, website content and digital marketing is thoroughly proofed, adheres to brand guidelines and agreed Informa standards.
Key Performance Indicators
- Working alongside commercial leads to develop value propositions and go to market strategy.
- Ongoing customer insight and engagement strategies.
- Overseeing delivery of marketing campaigns in line with business objectives.
- Adherence to timelines and budgets.
- Marketing KPI report.
- To manage a cross functional marketing team which includes marketers from all backgrounds with a diverse range of skills and training.
- To design and deliver campaigns for specific projects as and where required.
- To act as a change management ambassador, demonstrating a positive and constructive attitude towards challenges and change.
- Delivery of ticket revenue goals, and marketing ROI on substantial budget.
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