Reports to:
Head of Marketing
Direct reports:
Marketing Executives
The Role:
This role requires a skilled marketing strategist who can drive creativity and enthusiasm in others. They will be responsible for implementing the marketing strategy for events in their portfolio. They will work with the commercial lead to deliver this successfully by managing the outbound marketing campaigns for exhibitions, conferences, awards or digital products in line with agreed KPIs. The Senior Marketing Manager will be a highly motivated, dynamic marketer with a track record of commercial collaboration to launch products and develop positioning reflective of customer demand. The individual must have proven experience in managing multiple projects assisted by a capable team of marketing managers, executives or specialists. They must demonstrate that they are analytical and data-oriented with a history of testing and optimisation and have a creative flair and exceptional attention to detail. They will have extensive experience in digital marketing and marketing technology and be accustomed to delivering in a fast-paced, dynamic environment. They must be highly adaptable, used to working with differing market dynamics, guide marketers and steer campaign strategy accordingly.
Job Summary/Responsibilities
To lead the marketing team to deliver successful outbound marketing campaigns for exhibitions, conferences, awards or digital products according to agreed KPIs.
KEY RESPONSIBILITIES
- Working alongside commercial leads to develop value propositions and go-to[1]market strategies for events.
- Ongoing customer insight and engagement strategies
- Overseeing the delivery of marketing campaigns in line with business objectives set by the Head of Marketing or commercial leads
- Adherence to timelines and budgets
- Marketing KPI report
- To manage a marketing team that 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
LEADERSHIP
- Line manages marketers across a range of B2B products, primarily events
- Provide guidance, feedback, and inspiration to line reports
- Champion the adoption and optimisation of marketing technology solutions and digital marketing
- 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 and have the skills and training required
- Ensure optimisation of marketing technology solutions, identify training needs, and ensure line reports are technically proficient
- Reflect the high-performance culture of the marketing team
- Work with Head of Marketing to ensure proper structure, specialisms, and level of resources to meet agreed KPI's
ANALYSIS & INSIGHT
- Monitor campaign performance by producing relevant and timely reports
- Recommend changes to campaign execution based on data insights
- Share relevant insights with sales, event team and management to drive revenues or pursue new opportunities
- Analyse and report trends over time and use these insights to build more effective campaigns
- Capture and analyse relevant and timely data on our customers, prospects and the markets via onsite & post-show surveys, registration forms, industry research
- 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 group, division, and Informa Markets
PLANNING & CAMPAIGN MANAGEMENT
- Work with the event 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 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 on 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
- Identify the target universe and key segments within the target universe
- Develop personas, value propositions and messaging for each of the key segments for each product
- Ensure that timely, relevant communications are sent through a full mix of channels and are optimised for each channel
- Monitor and recommend adjustments to the digital marketing activity based on performance metrics
- Manage the Content Calendar to ensure delivery through the most relevant channels (email marketing, social media, digital marketing, direct mail etc.)
- Manage the PR plan (internal or external) and liaise with the event manager/event director
- Establish relationships with and manage strategic partners to ensure maximum exposure at the lowest cost
- 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
Minimum Education Level:
- Educated to degree level or equivalent.
- Fluent in English and Arabic.
People:
- A high degree of cultural awareness
- Great at motivating teams and individuals
- Inspires commitment and loyalty
- Creative and inspiring
- Good at coaching and developing individuals
- Able to consistently set the bar higher
- Ability to manage remotely
Behaviour:
- Highly collaborative and tenacious team player
- Ability to deep dive into an industry and recommend the strategy
- Good understanding of customer insight techniques and application
- Ability to work effectively across a range of projects with teams of differing skills and experience
- Fast learner, committed to personal development and growth
- Takes pride and ownership of their work
Skills required:
- Events marketing experience
- International marketing experience
- Experience in using marketing automation technology (preferably Eloqua), training and optimisation
- Experience in working with CMS platforms (but coding knowledge not required), training and optimisation
- Thorough understanding & experience of digital (PPC, SEO, online advertising) and content marketing
- Database development and growth, including segmentation/personalisation
- Building relationships with partners and influencing stakeholders
- Analytical and questioning mindset
- Deadline and target driven
- Experience of working in a pressurised environment
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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