13 Oct
Informa
Dubai
Company DescriptionInforma PLC is a leading international events, intelligence and scholarly research group.Our purpose is to champion the specialist. Through hundreds of powerful brands we work with businesses and professionals in specialist markets, providing the connections, intelligence and opportunities that help customers grow, do business, make breakthroughs and take better informed decisions. Informa is listed on London Stock Exchange and a member of FTSE 100, with over 11,000 colleagues working in more than 30 countries.The tech team of Informa Markets brings together buyers and sellers, educates the market and keeps practitioners informed across a variety of verticals within the tech industry.
With an early transition to online products, digital marketing has been a core part of the marketing team from the beginning.As the portfolio diversifies further in 2022, the business requires a digital marketing manager to amplify results and build on previous successes. This role requires a well-rounded digital marketer with expertise in outbound and inbound digital marketing campaigns. This candidate is data-led, always looking for opportunities to improve the digital strategy and raise the bar.A strong stakeholder manager, the digital marketing manager must work closely with brand-aligned marketers to consistently improve results for web traffic engagement, leads and conversion. To contribute to the overall success of the tech marketing team through effective digital marketing strategies and successful implementation. The candidate should have experience of marketing automation technologies and be accustomed to delivering in a fast-paced, dynamic environment. We are seeking a detail-oriented,
creative senior marketing executive with the ability to design and deliver an end-to-end marketing campaign. The individual will be digitally savvy, analytical and data oriented with a history of continuous improvement and learning from past campaign performance. Experience of marketing automation technologies would be an advantage. The candidate will also be ready to take the first step towards management in either managing or mentoring more junior members of the team.Key Performance Indicators
- Design and delivery of marketing campaigns in line with business objectives set by Marketing/Event Director.
- Adherence to timelines and budgets.
- Marketing KPI report.
- Main Duties & Responsibilities
Planning & Campaign Management
- Work with show teams to plan product (largely exhibitions) marketing campaigns to meet strategic objectives (focusing on 1 or 2 smaller events/products).
- Build operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers).
- Identify target media, associations, industry partners and social media influencers and determine how they fit within the integrated campaign.
- Develop marketing budgets in line with plans and maintain budget trackers.
- Appoint and manage external suppliers.
- 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.
- Optimise spend across marketing channels.
- Identify paid media requirements and negotiate media buy (either directly or through an agency).
- Recommend website strategy to maximise relevant traffic and conversion.
Analysis & Insights
- Monitor campaign performance, produce relevant and timely reports and recommend changes to campaign execution based on data insights.
- Share relevant insights with sales and event team to drive revenues or pursue new opportunities.
- Analyse and report trends over time and use these insights to build more effective campaigns.
- Work with data & insights specialists to capture relevant and timely data (onsite & post show surveys, registration forms, industry research etc).
- Work with internal teams to ensure data governance and data management policies are adhered to.
- Provide pre-agreed reports during and post campaign to monitor channel effectiveness and ROI.
- Use recommended campaign analytics dashboards daily to monitor performance.
- Build a culture of testing and metrics-driven decision making in the team.
- Share case studies with marketers within the team, division and Global Exhibitions.
Marketing Execution
- Identify target universe and key segments within target universe.
- Develop personas, value propositions and messaging for each of the key segments.
- Copy writing - according to strengths within the team - in line with the content calendar and messaging.
- Send timely, relevant communications through full mix of channels and optimise the effectiveness of these channels.
- Monitor and adjust digital marketing activity based on performance metrics.
- Develop and deliver Content Calendar through relevant channels (email marketing, social media, digital marketing, direct mail etc.)
- Manage PR agency (internal or external) with input from event manager/event director.
- Establish relationships with and manage strategically important partners to ensure maximum exposure at lowest cost to show budget.
- Maintain active social media channels in line with market expectations, monitor engagement and maximise conversion.
- Coordinate 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.
Team Management
- Line manage or work with one or more marketing executives to execute campaigns according to the agreed plan.
- Provide guidance, feedback and inspiration to line reports/assisting team.
- Work with line reports & marketing team to ensure successful delivery of marketing campaigns in line with agreed KPI's, event and divisional strategy.
- Work with line reports (in the event of line management responsibility) to develop skills and competencies and ensure they have a clear development roadmap.
- Ensure adoption and optimisation of marketing technology solutions, identify training needs and ensure line reports are technically proficient (in the event of line management responsibility)
- Reflect the high-performance culture of the marketing team.
- Used LinkedIn Learning and management training courses to prepare for individual line management and managing a team.
QualificationsMinimum Education Level
- Educated to degree level or equivalent
Background Knowledge, Skills & Experience
- Thorough understanding & experience of digital (PPC, SEO, online advertising) and direct marketing.
- Database development and growth including segmentation / advanced targeting.
- Building relationships with partners and stakeholders.
- Analytical and questioning mindset.
- Significant exposure to design and print suppliers / agencies.
- Strong copywriting skills.
- Deadline and target driven.
- Experience of working in a pressurised environment.
- Excellent verbal and written communication skills.
- Proficient in the use of MS Office including intermediate/advanced PowerPoint, Word, Excel
Desirable
- Experience of using marketing automation technology (preferably Eloqua).
- Experience of working with CMS platforms (but coding knowledge not required).
- Experience of managing social media through scheduling platforms and experience of social media listening and sentiment analysis.
- Experience of marketing analytics and reporting platforms (Google Analytics/Adobe or others).
- Formal business/marketing higher education qualification.
- Experience using Eloqua and/or Adobe Experience Manager.
- Events marketing experience.
Informa
▶️ Senior Marketing Executive
🖊️ Informa
📍 Dubai