Head of Event Marketing

6 days ago

Riyadh, Ar Riyāḑ, Saudi Arabia Informa Group Limited Full time

Company Description

Tahaluf is rewriting the events playbook. Its purpose is transformational, its DNA digital, and its ambition unprecedented. Tahaluf is scaling to further increase its lead as the largest B2B Live and On Demand Events organiser in Saudi Arabia: by SQM, Attendance, Colleagues and Revenue.
To scale at this pace requires impeccable local partners, and Tahaluf is proud to enjoy the support and partnership of several Government and Non-Government Organisations that are at the apex of Saudi's B2B and B2C large scale events scene. In fact, our partners do not just support the expansion of live events in the Kingdom; they are also the partner of choice for heavyweights like Apple, Amazon and AliBaba.
Be part of something BIG Building on the success of record-breaking tech event, the most attended tech event in the world, Tahaluf is making a huge impact on the global events sector. Tahaluf is bringing iconic brands to the Kingdom of Saudi Arabia, including award-winning cyber-security event.
Join our ambitious and highly committed team, who are not afraid to push boundaries and disrupt the status quo. Be ready to be thrown in at the deep end, taking on large-scale projects from day one, under the guidance of a supportive leadership team who will encourage your personal development and offer you new opportunities.

Job Description

We are launching award-winning brands and scaling faster than any event organiser in history. Take a leap with Tahaluf, we are offering you the chance to:
  1. Work within a highly dynamic business with the energy and style of a start-up
  2. Be part of building a business that is launching new products and events at scale
  3. Grab an opportunity to accelerate your career and make a real impact.

The Role

The Head of Event Marketing will report into the Marketing Director and will manage a diverse team based in Riyadh. The individual will be a highly motivated, dynamic marketing leader with a track record of commercial collaboration to develop products and positioning reflective of customer demand.
Managing a diverse team of managers, marketing executives and specialist functions, the Head of Marketing will be a skilled marketing strategist and be able to drive creativity and enthusiasm in others.
The individual needs to be analytical and data-oriented with a history of testing and optimisation, but with creative flair and exceptional attention to detail.
The candidate should have extensive experience of digital marketing and marketing technology and be accustomed to delivering in a fast-paced, dynamic environment.
The individual must be extremely adaptable, accustomed to working with differing market dynamics and be able to guide marketers and steer campaign strategy accordingly.

Key Performance Indicators

  1. Working alongside commercial leads to develop value propositions and go-to-market strategy
  2. Ongoing customer insight and engagement strategies
  3. Overseeing delivery of marketing campaigns in line with business objectives
  4. Adherence to timelines and budgets
  5. Marketing KPI report
  6. To manage a cross-functional marketing team which includes marketers from all backgrounds with a diverse range of skills and training
  7. To design and deliver campaigns for specific projects as and where required
  8. To act as a change management ambassador, demonstrating a positive and constructive attitude towards challenges and change

Key Responsibilities

LEADERSHIP
  1. Recommend team structures and delivery solutions based on requirements
  2. Line manage senior marketers and specialists working across a range of events
  3. Work with Group Director to ensure right structure, specialisms and level of resources to meet agreed KPI's
  4. Provide guidance, feedback and inspiration to line reports
  5. Champion the adoption and optimisation of marketing technology solutions and digital marketing more broadly
  6. Work with line reports to ensure successful delivery of marketing campaigns in line with agreed KPI's, event and divisional strategy
  7. Work with line reports to develop skills and competencies and ensure they have a clear development roadmap
  8. Ensure line reports are competent managers and have the skills and training required to manage junior team members or specialists
  9. Ensure adoption and optimisation of marketing technology solutions, identify training needs and ensure line reports are technically proficient
  10. Reflect the high-performance culture of the marketing team

ANALYSIS & INSIGHT

  1. Monitor campaign performance by supervising the production of relevant and timely reports. Recommend changes to campaign execution based on data insights
  2. Share relevant insights with sales, event team and senior management to drive revenues or pursue new opportunities
  3. Analyse and report trends over time and use these insights to build more effective campaigns
  4. Ensure relevant and timely data is captured (onsite & post show surveys, registration forms, industry research etc)
  5. Work with internal teams to ensure data governance and data management policies are adhered to
  6. Ensure delivery and accuracy of pre-agreed reports during and post campaign to monitor channel effectiveness and ROI
  7. Use recommended campaign analytics dashboards to monitor performance
  8. Build a culture of testing and metrics-driven decision making in the teams
  9. Share case studies with marketers within the team, division and Informa Markets

PLANNING & CAMPAIGN MANAGEMENT

  1. Work with marketing managers/wider team to plan product marketing campaigns to meet strategic objectives – for exhibitions and virtual/hybrid events
  2. Monitor operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers)
  3. Monitor engagement with target media, associations, industry partners and social media influencers and help the team determine how they fit within the integrated campaign
  4. Assist marketing managers with the development of marketing budgets in line with plans and ensure budget trackers are kept up to date
  5. Recommend external suppliers and ensure adherence to contractual terms and delivery
  6. 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
  7. Ensure optimisation of spend across marketing channels
  8. Agree paid media requirements and guide the negotiation of media buying (either directly or through an agency)
  9. Recommend website strategy to maximise relevant traffic and conversion

MARKETING EXECUTION

  1. Together with the marketing managers identify target universe and key segments within target universe
  2. Guide the team in developing personas, value propositions and messaging for each of the key segments
  3. Ensure that timely, relevant communications are sent through full mix of channels and that the team are optimising the effectiveness of these channels
  4. Monitor and recommend adjustments to the digital marketing activity based on performance metrics
  5. Input into the Content Calendar to ensure delivery through the most relevant channels (email marketing, social media, digital marketing, direct mail etc)
  6. Input into the PR plan (internal or external) and liaise with the event manager/event director
  7. Establish relationships with and manage strategically important partners to ensure maximum exposure at lowest cost to show budget
  8. Ensure the maintenance of active social media channels in line with market expectations, monitor engagement and maximise conversion
  9. Oversee the design and production of all marketing collateral to be determined within the marketing plan
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