Head of Event Marketing

Role Overview

Head of Event Marketing at Informa Group Plc., based in Riyadh, Saudi Arabia. You will report to the Portfolio Marketing Director and manage a diverse team of senior marketers and specialists across a portfolio of large-scale B2B events.

Company Overview

Tahaluf is the largest B2B live and on-demand events organiser in Saudi Arabia by space, attendance, colleagues, and revenue. It is a joint venture between Informa PLC, the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP), and the Events Investment Fund (EIF). Tahaluf organises record-breaking events including LEAP and Cityscape (the largest events in the world in their respective fields of tech and real estate), Black Hat MEA (a Guinness World Record holder for the largest CTF competition during the event), and CPHI Middle East (the largest pharma debut event in history).

Role Purpose

Lead the marketing strategy and execution for Tahaluf's portfolio of events, managing a team of senior marketers and specialists to deliver integrated campaigns that drive ticket revenue, customer engagement, and ROI. Develop product positioning and go-to-market strategies that reflect customer demand and business objectives, whilst building a high-performance marketing culture grounded in data-driven decision-making.

Key Responsibilities

Leadership

• Recommend team structures and delivery solutions based on requirements.
• Line manage senior marketers and specialists working across a range of events.
• Work with the Portfolio Marketing Director to ensure the right structure, specialisms and level of resources to meet agreed KPIs.
• Provide guidance, feedback and inspiration to line reports.
• Champion the adoption and optimisation of marketing technology solutions and digital marketing more broadly.
• 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 managers and have the skills and training required to manage junior team members or specialists.
• Ensure adoption and optimisation of marketing technology solutions, identify training needs and ensure line reports are technically proficient.
• Reflect the high-performance culture of the marketing team.

Analysis & Insight

• Monitor campaign performance by supervising the production of relevant and timely reports.
• Recommend changes to campaign execution based on data insights.
• Share relevant insights with sales, event team and senior management to drive revenues or pursue new opportunities.
• Analyse and report trends over time and use these insights to build more effective campaigns.
• Ensure relevant and timely data is captured from onsite and post-show surveys, registration forms and 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 team, division and Informa Markets.

Planning & Campaign Management

• Work with marketing managers and wider 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 and 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 kept 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 KPIs.
• Ensure optimisation of spend across marketing channels.
• Agree 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

• Together with marketing managers, identify target universe and key segments within target universe.
• Guide the team in developing personas, value propositions and messaging for each of the key segments.
• Ensure that timely, relevant communications are sent through full mix of channels and that the team are optimising the effectiveness of these channels.
• Monitor and recommend adjustments to digital marketing activity based on performance metrics.
• Input into the Content Calendar to ensure delivery through the most relevant channels, including email marketing, social media, digital marketing and direct mail.
• Input into the PR plan (internal or external) and liaise with the event manager and event director.
• Establish relationships with and manage strategically important partners to ensure maximum exposure at lowest cost to show budget.
• 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 as 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.

Key Performance Indicators

• Develop value propositions and go-to-market strategy alongside commercial leads.
• Establish and maintain ongoing customer insight and engagement strategies.
• Oversee delivery of marketing campaigns in line with business objectives.
• Ensure adherence to timelines and budgets.
• Produce marketing KPI reports.
• Manage a cross-functional marketing team which includes marketers from all backgrounds with a diverse range of skills and training.
• Design and deliver campaigns for specific projects as and where required.
• Act as a change management ambassador, demonstrating a positive and constructive attitude towards challenges and change.
• Deliver ticket revenue goals and marketing ROI on substantial budget.

Qualifications & Experience

• Degree-level education.
• Extensive background in exhibitions marketing and events.
• Track record as an experienced events marketer and people leader.
• History of testing and optimisation in campaign delivery.
• Extensive experience in digital marketing and marketing technology.
• Proven ability to manage significant marketing budgets (multi-million dollar experience preferred).

Skills & Competencies

• Skilled marketing strategist with ability to drive creativity and enthusiasm in others.
• Analytical and data-oriented mindset.
• Creative flair combined with exceptional attention to detail.
• Excellent organisational skills with a track record of ensuring teams meet deadlines consistently.
• Strong follow-up capabilities and ability to move initiatives forward decisively.
• Tactical execution skills combined with strategic thinking.
• Self-starter with a proactive nature and the ability to work autonomously.
• Highly collaborative.
• Thrives on constant change.
• Excellent quantitative skills.
• Strong analytical and presentation skills.
• Good attention to detail and accuracy.
• Excellent communication skills across all levels.
• Adaptable and experienced working with diverse market dynamics.
• High standards in all aspects of marketing delivery.

Additional Information

Contract & Work Arrangements

• Remote working on Sundays.
• Working anywhere – 8 weeks every year.

Benefits

• Competitive bonus.
• BUPA Medical Insurance for you and your family.
• Annual leave – 28 days.
• Residency visa including yearly dependent fees.
• School fees contribution: 40,000 SAR per child per year (up to a maximum of three children).
• Individual annual flight allowance for expats.

International Relocation Package (if eligible)

• Paid flight to Riyadh for you and your family (up to a maximum of three children).
• 60 days of accommodation or a suitable serviced apartment from arrival date, or a one-off payment of SAR 5,000.
• Up to SAR 2,500 reimbursement of shipping goods or excess baggage costs.
• Individual paid flight home and an end-of-service gratuity payment when leaving the company.

Local Relocation Package (if eligible)

• Paid flight to Riyadh for individual and family (up to a maximum of three children).
• 30 days accommodation or a suitable serviced apartment from arrival date, or a one-off payment of SAR 5,000.
• Up to SAR 2,500 reimbursement of shipping goods or excess baggage costs.

Commitment to Diversity

Tahaluf does not solely focus on a checklist of skills and champions energy and ambition in colleagues who will roll their sleeves up, join in and help make things happen. The organisation celebrates difference and welcomes applicants from all backgrounds and circumstances, basing hiring decisions on relevant qualifications and merit. Tahaluf is proud to provide a disability-friendly environment and will provide support or adjustments to participate in interview or selection processes upon request.