Director of Event Marketing Strategy

5 days ago

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

About Us

Tahaluf is revolutionizing the events landscape with its transformative approach, infused with a digital DNA and an unprecedented ambition. As the largest B2B live and on-demand events organizer in Saudi Arabia, we're scaling to maintain our lead in terms of square meters, attendance, colleagues, and revenue.
To achieve this pace, we rely on impeccable local partners, and we're proud to collaborate with various government and non-government organizations at the forefront of Saudi's B2B and B2C large-scale events scene. In fact, our partners not only support the expansion of live events in the Kingdom but are also preferred partners for global giants like Apple, Amazon, and Alibaba.
We're building something extraordinary, leveraging the success of record-breaking tech events, the most attended in the world. Tahaluf is making a significant impact on the global events sector by bringing iconic brands to the Kingdom of Saudi Arabia, including award-winning cyber-security events.
Join our ambitious and highly committed team that's not afraid to push boundaries and disrupt the status quo. Be ready to take on large-scale projects from day one under the guidance of a supportive leadership team that will encourage your personal growth and offer new opportunities.

Our Vision

We're launching award-winning brands and scaling faster than any event organiser in history. Take a leap with Tahaluf, and we'll offer you the chance to:
  1. Work within a dynamic business with the energy and style of a start-up
  2. Be part of building a business that launches new products and events at scale
  3. Accelerate your career and make a real impact.

The Role

The Head of Event Marketing will report directly into the Marketing Director and oversee a diverse team based in Riyadh. The ideal candidate 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 able to drive creativity and enthusiasm in others.
The individual needs to be analytical and data-oriented with a history of testing and optimization, but with creative flair and exceptional attention to detail.
The candidate should have extensive experience in 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 able to guide marketers and steer campaign strategy accordingly.

Key Performance Indicators

  1. Collaborate with commercial leads to develop value propositions and go-to-market strategies
  2. Ongoing customer insight and engagement strategies
  3. Oversee the delivery of marketing campaigns in line with business objectives
  4. Ensure adherence to timelines and budgets
  5. Marketing KPI reports
  6. Manage a cross-functional marketing team with members from diverse backgrounds and skill sets
  7. Design and deliver campaigns for specific projects as required
  8. Achieve a positive attitude towards challenges and change

Leadership Responsibilities

LEADERSHIP
  1. Recommend team structures and delivery solutions based on requirements
  2. Line manage senior marketers and specialists working across various events
  3. Work with Group Directors to ensure the right structure, specialisms, and resources to meet agreed KPIs
  4. Provide guidance, feedback, and inspiration to line reports
  5. Champion the adoption and optimization of marketing technology solutions and digital marketing more broadly
  6. Collaborate with line reports to ensure successful delivery of marketing campaigns in line with agreed KPIs, event, and divisional strategy
  7. Develop skills and competencies among line reports and ensure they have a clear development roadmap
  8. Evaluate line reports' competence in managing junior team members or specialists
  9. Evaluate the adoption and optimization 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 teams, and senior management to drive revenues or pursue new opportunities
  3. Analyze 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. Collaborate with internal teams to ensure data governance and data management policies are adhered to
  6. Deliver accurate pre-agreed reports during and post-campaign to monitor channel effectiveness and ROI
  7. Use recommended campaign analytics dashboards to monitor performance
  8. Foster 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. Collaborate with marketing managers/wider teams 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. Engage with target media, associations, industry partners, and social media influencers, helping the team determine how they fit within the integrated campaign
  4. Assist marketing managers with developing 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. Collaborate with internal teams and external agencies to deliver digital marketing, social media, and PR in line with marketing plans to hit agreed KPIs
  7. Optimize spend across marketing channels
  8. Agree paid media requirements and guide negotiation of media buying (either directly or through an agency)
  9. Recommend website strategy to maximize relevant traffic and conversion

Marketing Execution

  1. Collaborate with marketing managers to identify target universes and key segments within the target universe
  2. Guide the team in developing personas, value propositions, and messaging for each key segment
  3. Ensure timely, relevant communications are sent through a full mix of channels and optimize the effectiveness of these channels
  4. Monitor and recommend adjustments to 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 strategically manage important partners to maximize exposure at lowest cost to show budget
  8. Maintain active social media channels in line with market expectations, engage, and maximize conversion
  9. Oversee the design and production of all marketing collateral determined within the marketing plan

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