Audience Development Manager

As the Audience Development Manager, you will be based in Amsterdam, Netherlands, and play a key role in growing and engaging digital audiences for Informa Markets. This hands-on role involves designing and implementing strategies to expand reach and strengthen audience interactions across digital platforms. You will manage campaigns utilizing segmentation, email, PPC, and SEO to achieve measurable results, while leading a team of two. The role requires a proactive, data-driven individual with strong communication and project management skills, collaborating with various internal teams.

Must Have

• Design and implement plans to expand digital audience reach and strengthen interactions.
• Manage campaigns using segmentation, email, PPC, and SEO to deliver measurable results.
• Lead a team of two to coordinate efforts and meet audience growth targets.
• Develop and implement creative tactics like webinars, newsletters, gated content downloads, and website traffic initiatives.
• Use analytics to identify new growth prospects and optimize campaigns.
• Oversee PPC and SEO efforts to drive traffic to media and directory websites.
• Develop engaging content and manage campaigns from start to finish.
• Maintain and improve directory and product websites to boost traffic and conversion rates.
• Build and refine targeted audience segments for personalized engagement and retention.
• Collaborate with internal teams and external partners for campaign consistency and effectiveness.
• Monitor performance metrics and continuously improve efforts based on insights.
• Manage a small marketing team, fostering collaboration, learning, and high performance.
• 3 to 5 years of digital marketing experience (PPC and SEO), with a focus on audience development and campaign management.
• Proven experience in managing and developing high-performing teams.
• Strong ability to actively manage campaigns and initiatives, demonstrating hands-on execution and excellent project management skills.
• Strong understanding of digital marketing channels, including SEO best practices, social media, PPC, email marketing, content marketing, and their metrics.
• Experience managing external agencies and executing cross-channel campaigns effectively.
• Proven experience with marketing automation and project management tools, preferably Eloqua and Monday.com.
• Strong analytical skills, with a track record of leveraging data to drive marketing strategies and campaigns.
• High proficiency in English is essential.

Good to Have

• Degree in marketing, advertising, communications, or a related field.
• Familiarity with working in an international, matrix organization.
• Previous experience with data segmentation tools (Treasure Data).
• Previous experience with CMS systems (Adobe Experience Manager or Smart Connection Media).
• Previous experience with web analytics (Google Analytics, Google Tag Manager).
• Previous experience with A/B testing.
• Experience in design tools (Photoshop, InDesign, Figma, Canva, Turtl).

Perks & Benefits

• Welcoming culture with in-person and online social events.
• Fantastic Walk the World charity day.
• Active diversity and inclusion networks.
• Opportunity to take up to 4 days per year to volunteer, with charity match funding.
• Career development with bespoke training and learning, mentoring platforms, and on-demand access to thousands of courses on LinkedIn Learning.
• 24 days annual leave, plus a birthday leave day.
• Chance to work from (almost!) anywhere for up to four weeks a year.
• ShareMatch scheme allowing employees to become an Informa shareholder with free matching shares.
• Use FiscFree to purchase a gym subscription or a new bike with tax benefits.
• Strong wellbeing support through EAP assistance, mental health first aiders, a healthy living subsidy, fully-funded disability insurance, and access to health apps.
• Monthly commuting and travel costs reimbursed based on distance between home and office.
• Recognition for great work, with global awards and kudos programmes.
• Chance to collaborate with teams around the world as an international company.

Company Description

Informa Markets, a division within Informa, creates global platforms for industries. We organise over 500 large-scale branded and transaction-oriented events in 14 specialist markets. These are typically not-tobe-missed annual events where buyers and sellers build relationships, see and show products and do business.

We also provide year-round online platforms where companies showcase their businesses and products and buyers conduct research, generating valuable leads, and we provide data and digital content that supports the flow of knowledge and transactions in markets.

Job Description

This role is based in our Amsterdam, Netherlands Office

As the Audience Development Manager, you’ll play a key role in growing and engaging our digital audiences. You’ll design and implement plans to expand our reach and strengthen audience interactions across digital platforms. This hands-on role combines analytical thinking with creative execution, managing campaigns that use segmentation, email, PPC, and SEO to deliver measurable results. Leading a team of two, you’ll coordinate efforts to meet audience growth targets and enhance our digital presence.

This role is perfect for a proactive, self-motivated individual with a dynamic personality and a passion for delivering results. Reporting to the Head of Digital Marketing Products, you’ll collaborate with stakeholders across Digital Sales, Content, Digital, and Marketing teams. Strong communication and stakeholder management skills are essential.

Key Responsibilities

Grow and Engage Audiences

• Develop and implement creative tactics like webinars, newsletters, gated content downloads, and website traffic initiatives to expand our digital audience.

Analyze Data for Growth Opportunities

• Use analytics to identify new growth prospects and optimize campaigns for better performance.

Manage Paid Search and SEO

• Oversee PPC and SEO efforts to drive traffic to media and directory websites and attract new audiences.

Create and Execute Campaigns

• Develop engaging content and manage campaigns from start to finish, growing our audience and driving engagement.

Optimize Websites

• Maintain and improve directory and product websites, such as webinar pages, to boost traffic and conversion rates.

Segment and Target Audiences

• Build and refine targeted audience segments for personalized engagement and long-term retention.

Collaborate Across Teams

• Work with internal teams and external partners to ensure campaign consistency and effectiveness.

Monitor and Optimize Campaigns

• Track performance metrics and continuously improve efforts based on insights.

Lead and Develop Your Team

• Manage a small marketing team, fostering collaboration, learning, and high performance.

Qualifications

You Are:

• Proactive and Agile: A self-starter who thrives in a fast-paced environment and embraces experimental approaches.
• Data-Driven: Skilled at analyzing data and presenting actionable insights.
• Confident Communicator: Comfortable presenting ideas and solutions to large teams, including senior management.
• Collaborative: A great communicator who actively seeks information and builds strong relationships.
• Organized and Detail-Oriented: Capable of managing projects from conception to completion with precision.

Skills Required

Experience

• 3 to 5 years of digital marketing experience (PPC and SEO), with a focus on audience development and campaign management.

Education

• Degree in marketing, advertising, communications, or a related field preferred.

Team Management

• Proven experience in managing and developing high-performing teams.

Hands-On Approach & Project Management

• Strong ability to actively manage campaigns and initiatives, demonstrating hands-on execution and excellent project management skills.

International Experience

• Familiarity with working in an international, matrix organization.

Attention to Detail

• Accuracy and meticulousness in all aspects of work.

Hard Skills

• Strong understanding of digital marketing channels, including SEO best practices, social media, PPC, email marketing, content marketing, and their metrics.
• Experience managing external agencies and executing cross-channel campaigns effectively.
• Proven experience with marketing automation and project management tools, preferably Eloqua and Monday.com.
• Previous experience with data segmentation tools (Treasure Data), CMS systems (Adobe Experience Manager or Smart Connection Media), web analytics (Google Analytics, Google Tag Manager), and A/B testing is desired.
• Experience in design tools (Photoshop, InDesign, Figma, Canva, Turtl) is desired.
• Strong analytical skills, with a track record of leveraging data to drive marketing strategies and campaigns.
• High proficiency in English is essential.

Additional Information

We believe that great things happen when people connect face-to-face. That's why we work in-person with each other, or with customers and partners, three days a week or more. When you’re not spending time together in one of our offices or other workplaces – like at an Informa event – you get the flexibility and support to work from home or remotely

We work hard to make sure Life at Informa is rewarding, supportive and enjoyable for everyone. Here’s some of what you can expect when you join us. But don’t just take our word for it – see what our colleagues have to say at LifeAt.Informa.com

• Great community: a welcoming culture with in-person and online social events, our fantastic Walk the World charity day and active diversity and inclusion networks
• Broader impact: take up to 4 days per year to volunteer, with charity match funding available too
• Career opportunity: the opportunity to develop your career with bespoke training and learning, mentoring platforms and on-demand access to thousands of courses on LinkedIn Learning. When it’s time for the next step, we encourage and support internal job moves
• Time out: 24 days annual leave, plus a birthday leave day and the chance to work from (almost!) anywhere for up to four weeks a year.
• Get three for one: A ShareMatch scheme that allows you to become an Informa shareholder with free matching shares
• Stay well: Use FiscFree to purchase a gym subscription or a new bike with tax benefits.
• Strong wellbeing support through EAP assistance, mental health first aiders, a healthy living subsidy, fully-funded disability insurance, access to health apps and more
• Monthly commuting and travel costs and reimbursed based on your distance between your home and the office.
• Recognition for great work, with global awards and kudos programmes
• As an international company, the chance to collaborate with teams around the world

We’re not solely focused on a checklist of skills. We champion energy and ambition and look for colleagues who will roll their sleeves up, join in and help make things happen. If it sounds like a match and you have most – although not all – of the skills and experience listed, we welcome your application. If you would like to request reasonable adjustments or accommodations to assist your participation in the hiring process and, or in the advertised position, please inform the appropriate Talent Acquisition Partner for the role once they have been in touch. Your request will be reviewed and considered in confidence. At Informa, you'll find inclusive experiences and environments where all perspectives and backgrounds are welcomed. As part of this approach and our diversity and inclusion commitments, we are also formally an Equal Opportunities Employer. This means we base decisions on relevant qualifications and merit and do not discriminate on the basis of key characteristics and statuses, including all of those protected by law. Ask us or see our website for full information.

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