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Head of Event Marketing

Informa PLC
Riyadh, KSA
Director
6 days ago
Event MarketingTeam LeadershipCampaign ManagementDigital MarketingBudget ManagementData Analysis
Free

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Company Description

  • Tahaluf is the largest B2B live and on demand events organiser in Saudi Arabia by space, attendance, colleagues, and revenue.
  • It is a joint venture between Informa PLC, the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP), and the Events Investment Fund (EIF).
  • Tahaluf is bold, visionary, and determined to make an impact. Our team fosters a culture of collaboration, creativity, and a little fun.

Job Description

  • As our Head of Event Marketing, you will report to the Portfolio Marketing Director and will 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.

Leadership

  • 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 KPI’s.
  • 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 KPI's.
  • 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.

Qualifications

  • We're looking for an Events Marketing expert!
  • The right person will be an experienced events marketer and people leader from a strong exhibitions background, excited to lead our fantastic team through this next stage of growth.
  • You'll be a skilled marketing strategist, educated to degree level, who can drive creativity and enthusiasm in others and will enjoy managing a diverse team of managers, marketing executives and specialist functions.
  • You'll be analytical and data oriented, with a history of testing and optimisation, and you bring creative flair and exceptional attention to detail.
  • You'll bring extensive experience in digital marketing and marketing technology and be accustomed to delivering in a fast paced, dynamic environment.
  • You'll also be extremely adaptable, accustomed to working with diverse market dynamics, and able to guide marketers and steer campaign strategy accordingly.
  • You'll have exceptional organizational skills with a track record of ensuring teams meet deadlines consistently.
  • You'll have Strong follow up capabilities and ability to move initiatives forward decisively.
  • You'll demonstrate high standards in all aspects of marketing delivery.
  • You'll combine tactical execution skills with strategic thinking.

Skills & Qualities

  • Self starter with a proactive nature and the ability to work autonomously.
  • Highly collaborative.
  • Thrives on constant change.
  • Excellent quantitative skills.
  • Strong analytical and presentation skills.
  • Good attention to detail and accuracy.
  • Excellent communication skills across all levels.
  • Proven ability to manage significant marketing budgets (multi million dollar experience preferred).

What you will get

  • Competitive bonus
  • BUPA Medical Insurance for you and your family
  • Annual leave – 28 days
  • Remote working on Sundays
  • Working anywhere – 8 weeks every year
  • Residency visa including yearly dependent fees
  • School fees contribution, 40,000 SAR per child per year (up to a max of three children)
  • Individual annual flight allowance for expats

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