The Event Director for FHA is responsible for overall Brand ownership, delivery of quality customer experience, and continuous growth of products to develop and maintain the Brand as a market leading entity. The role will be accountable for identifying growth opportunities in adjacent markets and sectors, employing a keen eye for M&A through new product launches, geo-adapts and acquisitions. The Event Director will own and manage the P&L of a brand, while being responsible for the financial, operational and customer performance of each product. Working with the Marketing and Operations, he/ she will drive revenue growth and improve margin year-on-year. Responsible for a 3-5 year long term Brand / Event plan, the Event Director will lead in innovative thinking, enabling stronger evolution of Brands / Events in the market. He / she will be a known leader in the industry, holding deep insight into market trends and customer needs.
PRINCIPAL DUTIES AND RESPONSIBILITIES:
- Own and develop the strategy and direction of products as part of a market leading brand to enrich the value proposition Informa provides
- Accountable for the development and improvement of customer experience for each product / event
- Grow existing brands through M&A strategies such as, new product launches, geo-adapts and acquisitions
- Responsible for successful execution of complementary products for each Brand / Event including conferences and seminars
- Identify new white space opportunities in adjacent markets which can be incorporated into brand and product development
- Create and develop long term (3-5 year) product / brand strategies to achieve product objectives and growth across all brands
- Own the P&L of each Brand in the portfolio and hold accountability for financial, operational and customer performance of products
- Develop and lead Business Unit sales strategies and revenue forecasts in collaboration with Sales Director
- Maintain and strengthen key customer relationships through demonstrating detailed understanding of customer business strategy and needs
- Work with Sales lead to set budgets and targets for Sales team and individuals
- Set strategic approach with the Sales lead for use of sales agents / Joint Venture sales teams to deliver local and international revenue where relevant
- Ensure successful execution of Marketing and Operations elements of product delivery
- Be a figurehead in the industry, understanding the market and developing Informa’s eminence
- Build personal relationships on behalf of the brand, Sales and Informa as a whole
- Engage the most strategically important customers to ensure needs are met and loyalty is rewarded
- Strategic ownership of floorplan, responsible for initial design and significant strategic changes each year
- Business and Product development – add new formats and features with a view to enrich customer experience, attract more buyers and monetise.
- Develop partnerships to scale up the event
- Implement pricing measures to increase revenue and margins
- Consistently grow visitor numbers and buyers over previous years
ILLUSTRATIVE ROLE METRICS:
- Brand (Event/Product) P&L performance
- Gross revenue by event / brand
- Brand (Event/product) revenue performance against target
- Gross Margin Year over Year (YoY) by event / brand
- Profit by event / brand
- Shared metric with Sales and Marketing leadership
- Customer Satisfaction
- Loyalty
- % Re–book
- NPS
- New product launch success rate
- Brand eminence
- Customer engagement
- Market ranking / positioning
- Cost of sales / Return on Sales Employed (ROSE)
- Event employee performance
- Event churn
- Event satisfaction (internal survey)
- Sales adoption and process performance
- Sales process cycle time improvement
- Key CRM system adoption metrics
- Sales Excellence process adoption
- University Bachelor’s Degree / University of Applied Sciences qualification
- 5-8 years’ experience in leading a Brand / Product team with 12-15 years in a Brand / Product role with a multinational organization
- Significant experience in a developing brand and sales strategies with strong sales acumen
- Strong experience in managing relationships with international customers across various regions and cultures
- Ability to act as an independent, inspirational leader with charisma and energy
- Ability to develop relationships at senior levels and support the management of and interaction with high value customer accounts
- Ability to define a sales strategy and supporting campaigns to execute against a set of targets
- Experience of reporting, budgeting / forecasting and associated processes and policies
- Experience of building trusted internal relationships
- Strong communication and follow-through skills
- Ability to collaborate with multiple internal stakeholders and other functions to ensure successful implementation of a matrixed business model
- Required travel approximately 20 - 30%
