Head of Brand Activation

5 days ago

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

About Us

Tahaluf is transforming the events landscape through its innovative approach, infusing cutting-edge technology with a relentless pursuit of excellence. As the leading B2B live and on-demand events organizer in Saudi Arabia, we're rapidly expanding our operations, outpacing competitors in terms of square meters, attendance, colleagues, and revenue.
Our strategic partnerships with top-tier government and non-government organizations empower us to pioneer the B2B and B2C large-scale events scene in Saudi Arabia, solidifying our position as a trusted partner for global giants like Apple, Amazon, and Alibaba.
We're shaping the future of events by leveraging our expertise in record-breaking tech events, the world's most attended, and introducing iconic brands to the Kingdom of Saudi Arabia, including renowned cybersecurity events. This has positioned us as innovators in the global events sector.
Join our dynamic and ambitious team as we break new ground, drive results, and push beyond conventional boundaries. Collaborate closely with our dedicated leadership team to accelerate your personal growth, advance your career, and contribute to Tahaluf's unparalleled success.

Our Vision

We're breaking barriers, innovating, and growing faster than ever before. Join us at Tahaluf, and discover the opportunity to:
  1. Embark on an exciting journey within a dynamic organization fueled by entrepreneurial spirit and a passion for innovation
  2. Unlock new possibilities in event marketing, pioneering extraordinary experiences at scale
  3. Make a lasting impact and unlock your full potential in a high-energy environment

The Role

The Head of Event Marketing will work under the close guidance of the Marketing Director and lead a diverse team based in Riyadh. The ideal candidate will be a seasoned marketing leader with a proven track record of driving strategic partnerships and developing compelling product offerings that resonate with customer needs.
With responsibility for a multi-disciplinary team comprising managers, marketing experts, and specialized professionals, the Head of Marketing will be a visionary leader who can stimulate creativity and motivate others to excel.
The chosen individual should possess a unique blend of analytical skills, data acumen, and creative flair, combined with extensive experience in digital marketing, marketing technology, and fast-paced environments.
The selected candidate will thrive in an environment requiring flexibility, adaptability, and a deep understanding of shifting market dynamics, ensuring seamless alignment between marketers and campaign strategies.

Key Performance Indicators

  1. Partner with commercial leaders to craft value propositions and market-entry strategies
  2. Implement ongoing customer insight and engagement initiatives
  3. Oversee the delivery of marketing campaigns aligned with business objectives
  4. Ensure timely and budget-conscious execution
  5. Marketing KPI tracking and reporting
  6. Unify diverse talent within the marketing team
  7. Craft customized campaigns for specific projects
  8. Earn recognition as a champion of change and positivity

Leadership Responsibilities

LEADERSHIP
  1. Propose optimal team structures and delivery frameworks based on project requirements
  2. Direct senior marketers and specialists across various events
  3. Collaborate with Group Directors to ensure tailored structures, specializations, and resources align with agreed KPIs
  4. Offer mentorship, feedback, and inspiration to direct reports
  5. Advocate for the adoption and optimization of marketing technology solutions and broader digital marketing efforts
  6. Facilitate collaboration between direct reports to deliver marketing campaigns according to KPIs, event, and divisional goals
  7. Develop skills and competencies among direct reports and provide a clear path for professional growth
  8. Evaluate direct reports' capacity to manage junior staff or specialists
  9. Evaluate the adoption and optimization of marketing technology solutions, pinpoint training needs, and ensure technical proficiency among direct reports
  10. Embody the high-performance culture of the marketing team

Analysis & Insight

  1. Track campaign performance by reviewing relevant, timely reports, and suggest improvements based on data insights
  2. Share pertinent insights with sales, event teams, and senior leadership to drive revenue growth or explore new opportunities
  3. Analyze and report trends over time, using these findings to enhance campaign effectiveness
  4. Guarantee timely capture of relevant data (onsite & post-show surveys, registration forms, industry research etc)
  5. Collaborate with internal teams to uphold data governance and data management policies
  6. Deliver precise pre-agreed reports during and post-campaign to assess channel effectiveness and ROI
  7. Utilize recommended campaign analytics dashboards to monitor performance
  8. Nurture a culture of experimentation and data-driven decision-making within the teams
  9. Share case studies with marketers within the team, division, and Informa Markets

Planning & Campaign Management

  1. Collaborate with marketing managers and wider teams to devise product marketing campaigns meeting strategic objectives – for exhibitions and virtual/hybrid events
  2. Monitor operational implementation plans and ensure timely completion (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers)
  3. Engage with target media, associations, industry partners, and social media influencers, guiding the team on their role in the integrated campaign
  4. Support marketing managers in creating marketing budgets aligned with plans and maintaining updated budget trackers
  5. Recommend external vendors and ensure compliance with contractual obligations and delivery timelines
  6. Collaborate with internal teams and external agencies to execute digital marketing, social media, and PR in line with marketing plans to achieve agreed KPIs
  7. Optimize spending across marketing channels
  8. Agree on paid media requirements and facilitate media buying negotiations (directly or via an agency)
  9. Recommend website strategy to maximize relevant traffic and conversions

Marketing Execution

  1. Collaborate with marketing managers to identify target universes and key segments within the target universe
  2. Lead the team in crafting personas, value propositions, and messaging for each key segment
  3. Ensure timely, relevant communications are disseminated across multiple channels and optimize channel effectiveness
  4. Monitor performance metrics and propose adjustments to digital marketing activities
  5. Contribute to the Content Calendar to ensure delivery via optimal channels (email marketing, social media, digital marketing, direct mail etc)
  6. Participate in the PR plan (internal or external) and coordinate with the event manager/event director
  7. Establish and manage crucial partnerships to maximize visibility while minimizing costs
  8. Maintain active social media profiles aligned with market expectations, foster engagement, and drive conversions
  9. Supervise the creation and production of marketing materials outlined in the marketing plan

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