Head of Marketing

Reports to:
General Manager, with dotted line to Group Marketing Director

Job Summary

A marketing leadership role working on the growing Egypt exhibition business. We are seeking a highly motivated, dynamic marketing leader with brand experience, digital excellence and the ability to coach teams to deliver multiple event marketing campaigns. The individual needs to be analytical and data orientated but with the ability to see the bigger picture, identify trends and drive change. The candidate should have broad marketing experience including digital marketing, branding, partnerships and team leadership and be able to drive delivery across a number of events and/or other event and digital products.

Responsibilities

To ensure the successful delivery of marketing campaigns for exhibitions, conferences, awards, and digital products in line with agreed KPI's

• Strategic vision and planning beyond the day to day. Conceive and deliver a 3-year plan for a portfolio of products and revisit each year.
• A consistent commitment to training and development of your team, setting in place internal and external training, and creating development plans for your top talent, or underperformers.
• Target setting and ability to break down targets into smaller objectives for team.
• Ensure content products are considered and involved at every step of the portfolio journey.
• Brand custodian of the Egypt business.
• Be a key part of government outreach.
• Work with teams on delivery of marketing campaigns in line with business objectives
• Ability to set own product marketing targets (ie Visitor targets, MQL targets), in line with the business objectives.
• To act as a change management ambassador, demonstrating a positive and constructive attitude towards challenges and change.

LEADERSHIP

• Lead a diverse team of marketers of all levels.
• Suggest recommended role structures for your portfolio, and effectively stakeholder manage all involved, from leadership to finance, to secure your vision.
• Understand how to guide and keep marketers on track, from building data through to engaging audiences.
• Feedback to senior stakeholders on performance and recommendations for events and teams.
• Line manages and coaches a team largely at a senior manager or manager level.
• Oversee all budgets in the portfolio, aligning the individual product owners and marketing manager to ensure marketing spend is effective in driving ROI, and identifying trends and patterns of spend.
• Provide guidance, feedback and inspiration to line reports and the wider team.
• Champion the adoption and optimisation of marketing technology solutions.
• Work with line reports to ensure the team is capable of successfully delivering marketing campaigns in line with agreed KPI’s, event and divisional strategy.
• Work with line reports to develop skills and competencies and ensure they have a clear development roadmap.
• Drive longer term thinking – beyond the current cycle – and help the team adapt their working practices to work against these goals.
• Work with Event Directors to deliver Product Strategies for presentation to the SLT – GMs, VPs, EVPs.
• Work with marketing leads of Content products to create a peer-level relationship.
• Lead initiatives to bring together Head of Marketing roles across the business, to share best practice.
• Reflect the high-performance culture of the marketing team.

ANALYSIS & INSIGHT

• Work with MEA Marketing Analyst to build standardized reporting for your portfolio.
• Effectively manage senior stakeholders on a weekly basis, with regular reports.
• Monitor campaign performances by ensuring the production of relevant and timely reports. Work with marketing managers to recommend changes to campaign execution based on data insights.
• Share relevant insights with senior management to drive revenues or pursue new opportunities.
• Analyse and report trends over time and use these insights to help your teams build more effective campaigns.
• Work with data & insights specialists to capture relevant and timely data (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 team.
• Share case studies with marketers within the team, division and Informa Markets

PLANNING & CAMPAIGN MANAGEMENT

• Work with Marketing Managers to ensure delivery of campaigns to build 1st party KEMA data during out of cycle months.
• Monitor operational implementation plans and ensure adherence to deadlines (including Marketing Plans, Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers). Oversee the marketers as they produce these.
• Monitor engagement with target media, associations, industry partners and social media influencers and help the team determine how they fit within the integrated campaign.
• Ensure marketing budgets are 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 optimization spend across marketing channels.
• Agree paid media requirements and guide the negotiation of media buy (either directly or through an agency).
• Recommend website strategy to maximise relevant traffic and conversion.

MARKETING EXECUTION

• Create exceptional Visitor and Exhibitor customer journeys, working with marketers to execute.
• Work with Marketing Managers to build brand value through available channels.
• 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 teams understand the local market to place best OOH, Radio and TV advertising.
• Sign off of all materials, signage and channel communications in line with brand expectations.
• Copy writing guidance - according to strengths within the team - in line with the content calendar and messaging.
• 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.
• Work with teams to build 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 proven, adheres to brand guidelines and agreed Informa standards.

Minimum Education Level:

• Educated to degree level or equivalent.

Background Knowledge, Skills & Experience:

• Team leadership.
• Thorough understanding & experience of digital (PPC, SEO, online advertising) and direct marketing.
• Database development and growth including segmentation / advanced targeting.
• Building relationships with partners and stakeholders.
• Analytical and questioning mindset.
• Significant exposure to design and print suppliers / agencies.
• Strong copywriting skills.
• Deadline and target driven.
• Experience of working in a pressurized environment.
• Excellent verbal and written communication skills.
• Proficient in the use of MS Office including intermediate/advanced PowerPoint, Word, and Excel.

Desired

• Experience of using marketing automation technology (preferably Eloqua)
• Experience of working with CMS platforms (but coding knowledge not required)
• Experience of managing social media through scheduling platforms such as Sprout Social or Hootsuite etc. and experience of social media listening and sentiment analysis
• Experience of marketing analytics and reporting platforms (Google Analytics/Adobe or others)
• Experience using Eloqua and/or Adobe Experience Manager
• Events marketing experience
• Brand management experience
• Formal business/marketing higher education qualification

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

Our benefits include:

• Freedom & flexibility: colleagues rate us highly for the flexibility and trust they receive and most of us balance time in the office with time working remotely.
• 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 four 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: 21 days annual leave, plus a birthday leave day and the chance to work from (almost!) anywhere for up to four weeks a year.
• A comprehensive company funded private medical insurance with international coverage.
• A ShareMatch scheme that allows you to become an Informa shareholder from the start of your employment, and benefit from free matching shares.
• Strong wellbeing support through EAP assistance, mental health first aiders, and access to health apps and more.
• 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.

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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