What we’re looking for:
Smarter Shows is a division of Informa Markets – Engineering, with a regional head office in Brighton, UK. The Smarter Shows portfolio includes a number of market leading advanced manufacturing expo events, located primarily in North America and Germany.
The Head of Digital & Audience Marketing helps develop and enhance the digital, data and audience aspects of both exprom and visprom marketing campaigns, working in partnership with Marketing Managers (reporting to Marketing Director).
Whilst they do not directly own marketing campaigns, they will be expected to add value by identifying digital marketing opportunities – including execution, optimisation, reporting and analysis – across all digital channels, as well as direct (outbound) data opportunities – including audience segmentation and personas. The role will be consultative in stye, but with direct hands-on responsibilities where colleague’s knowledge necessitates.
The Head of Digital & Audience Marketing remit covers all stages of the expo marketing lifecycle: analysis, planning and execution. They will be expected to contribute to the campaign analysis phase (parts 1 and 2), and submit guidance and ideas for inclusion in the marketing planning phase. Responsibilities around campaign set up includes goals and reporting metrics (GA4, or platform specific), Salesforce/dotdigital integrations and reporting aspects, plus identified and agreed audience segments and personas (both direct/email and digital) in preparation for campaign launch. The remit of this role includes outbound, including retargeting/remarketing, and inbound (including funnel optimsation and site performance, and automations delivered to help achieve marketing and business goals).
They will be expected to contribute to regular campaign reviews and/or provide a consistent level of reporting, and will be expected to add measurable value, on an ongoing basis, through campaign optimisation suggestions and contributions (executed directly by the Head of Digital & Audience Marketing, if required, including digital inbound / outbound, and direct (email) outbound).
Digital marketing and martech knowledge is a vital part of this role, and as such the Head of Digital & Audience Marketing will be expected to make recommendations and share advice and knowledge with the wider Smarter Shows marketing team - theoretical and technical - and build relationships with relevant Informa Markets – Engineering colleagues.
6+ years in a senior marketing role (marketing manager or above)
Martech knowledge and experiance
B2B marketing campaign management know-how, including planning and execution
Salesforce experience, including reporting and analysis
Familiar with these key platforms: GA 4, Google Ads Manager, Linked Campaign Manager
Audience data knowledge, including segmentation, persona and engagement tactics and strategies
Expo industry knowledge (preferred)
Consultative approach, able to lead on projects and support colleagues at a campaign level if required
Role Accountability and Duties (to include):
- Manage and implement the integration of data and analytics tools to help determine the effectiveness of Smarter Shows’ digital marketing campaigns.
- Develop and enhance digital marketing plans (both visprom and exprom), working with Marketing Managers / Senior Marketing Managers to test/measure and implement new strategies to optimise conversion funnels, reduce cost per acquisition results, set benchmarks/website KPIs, and determine ROI per channel and/or per asset.
- Test and introduce marketing automation tools (i.e. Dotdigital’s website behaviour tracking and lead scoring) and suggest recommendations to boost website engagement rates and performance (supporting Marketing Managers / Senior Marketing Managers to ensure new tools, platforms and techniques are embedded into marketing plans and tactical work).
- Provide regular (monthly) digital marketing campaign insights and recommendation, plus key website metrics and KPIs. Creating dashboards/shareable results for relevant stakeholders, and identify opportunities to increase performance as well as highlighting problems and challenges.
- Manage overall email marketing performance - via reporting tools and bespoke documents - against benchmark and agreed KPIs, provide suggestions for increased delivery rates, keep abreast of email marketing best practice, including automation opportunities.
- Leverage segmentation opportunities and audience targeting opportunities to provide a more personalised user experience (both inbound and outbound). Build audiences in GA4/Dotdigital based on user behaviour and interests (ex prom/vis prom/personas/conference). Support the campaign teams in building automated campaigns for increased marketing output, streamline processes where possible (supporting Marketing Managers / Senior Marketing Managers to ensure new tools, platforms and techniques are embedded into marketing plans and tactical work).
- Conduct SEO reviews and audits, suggest solutions to boost engagement rates, supporting Marketing Managers / Senior Marketing Managers to deliver solutions via marketing plans and tactical plans.
- Use enhanced data and audience insights to suggest content requirements for increased website engagement and lead generation benefits.
Other:
- Assist with / contribute to platform or supplier reviews
- Set up and manage GA4 conversion goals (working in partnership with Web Developer
- Contribute to campaign analysis documents, part 1 and 2
- Perform cross-brand channel analysis, by engagement / conversions
- Ad hoc campaign analysis (brand awareness / conversion)
- Regular website optimization, ensuring tracking is in place=
- Automate/streamline CRM processes
- Create journey builder plans/ suggest personalized experiences
- Ex prom ROI/lead scoring
- Support team to build new audiences (lead-gen)
- Crate and manage (basic) Google display and search campaigns to support ex prom, and early vis prom awareness campaigns
- Liaise with central digital marketing teams (throughout Informa Markets – Engineering)
- Explore AI benefits – optimize marketing/media output
- Participate in special projects as required by the Marketing Director and or Managing Director.
