Marketing Manager - LEAP East - Freelance Position

Role Overview

Marketing Manager - LEAP East is a freelance position with Informa Group Plc., available on a remote basis. This role is responsible for designing and delivering critical aspects of the marketing strategy for LEAP East, to achieve commercial objectives and revenue targets.

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).

LEAP East is brought to you by the team behind LEAP, the world's fastest-growing technology platform. Situated in Hong Kong, in one of the world's primary financial centers, LEAP East offers an unmatched vantage point into the future of technology and trade. Backed by key government authorities and institutional partners, the event provides a high-octane launchpad for global leaders, enterprises, and scaleups looking to drive innovation and expand across Asia, the Middle East, and worldwide.

Role Purpose

This role owns and delivers the marketing strategy for LEAP East, including planning, implementation, management, and optimisation of both inbound and outbound marketing campaigns. You will drive online traffic, leads and conversions while measuring performance against strategic KPIs to achieve commercial and revenue targets.

Key Responsibilities

Strategy & Planning

• Own and drive accountability for marketing strategy, including planning, implementation, management, and optimisation for both inbound and outbound marketing campaigns.
• Work with the marketing team to plan marketing campaigns to meet strategic objectives — visitor attendance and exhibitor acquisition.
• Develop new and creative organic search growth strategies for each stage of a customer lifecycle, in accordance with unique digital trends and platforms of various international markets.
• Identify evolving SEO practices and collaborate with internal stakeholders and external agencies to develop new cutting-edge digital campaigns.
• Assist with the development of personas, value propositions and messaging for each of the key segments for each product.
• Work with marketers to identify the target universe and key segments within the target universe.

Campaign Management & Execution

• Deliver on strategic KPIs by driving online traffic, leads and conversions with the ability to present these ongoing results in regular updates.
• Measure and optimize paid marketing using vendor-specific dashboards, Google Analytics, and marketing analytics reports.
• Work with supporting agencies to develop the strategy and setup of all paid campaigns.
• Ensure that timely, relevant communications are sent through a full mix of digital channels and are optimised for each channel.
• Design and implement testing and optimisation strategies, including A/B testing, landing pages and CTAs.
• Monitor operational implementation plans and ensure adherence to deadlines, including Drop Schedules, Gantt charts, Time & Action Plans, Content Calendars, and Budget Trackers.
• Collaborate with content marketing and blog contributors to create high-quality content around important, relevant terms.

Analysis & Reporting

• Understand visitor and exhibitor digital behaviour through continual testing and reporting on channel and campaign performance, in order to optimise plans using Adobe Analytics, Google Analytics and other third-party platforms to spot issues and opportunities.
• Benchmark and set new KPI targets to measure and elevate the performance of your digital marketing campaigns.
• Manage and improve organic search engine performance and goal-setting based on clickthrough rates, traffic, and conversions.
• Monitor campaign performances by producing relevant and timely reports.
• Recommend changes to campaign execution based on data insights.
• Identify trends and insights, and optimise spend and performance based on the insights.
• Share relevant insights with wider marketing team and senior management to drive revenues or pursue new opportunities.

Budget & Operations

• Assist marketing managers with the development of marketing budgets in line with plans and ensure digital elements of budget trackers are up to date.

Leadership

• Line manage digital marketer/s in order to successfully implement campaign strategies.
• Work with line reports and marketing team to ensure successful delivery of marketing campaigns in line with agreed KPIs, event and divisional strategy.
• Provide guidance, feedback and inspiration to line reports.

Qualifications & Experience

• Proven experience as Marketing Manager in events, advertising or agencies.
• Significant experience in a digital marketing role to manager level.
• Bachelor's Degree or equivalent experience.
• Experience working on APAC market campaigns.

Skills & Competencies

Digital Marketing

• Thorough understanding and experience of digital PPC, SEO, and online advertising.
• Solid experience of A/B web and email testing.
• PPC and SEO experience.
• Proven experience of hitting digital channel KPIs.
• Passion for digital marketing.

Marketing Automation & Analytics Tools

• Experience in using Eloqua, Adobe Analytics and Adobe Target.
• Experience of marketing analytics and reporting platforms, Google Analytics/Adobe or others.
• Proficient in the use of MS Office, including intermediate/advanced PowerPoint, Word and Excel.
• Desirable: Experience using Eloqua and/or Adobe Experience Manager.

Campaign & Database Management

• Database development and growth, including segmentation and personalisation.
• Desirable: Experience of working with CMS platforms (coding knowledge not required).
• Desirable: Experience of managing social media through scheduling platforms such as Sprout Social or Hootsuite. Experience of social media listening and sentiment analysis.

Professional Attributes

• Analytical and questioning mindset.
• Excellent time keeper with ability to juggle multiple projects.
• Self-motivating with strong ability to work both on independent projects and projects involving many stakeholders.
• Deadline and target driven.
• Ability to communicate ideas clearly, effectively and persuasively.
• Excellent verbal and written communication skills in English and Arabic.
• Strong copywriting skills.
• Building relationships with partners and stakeholders.
• Significant exposure to design and print suppliers and agencies.
• Experience of working in a pressurised environment.
• Technology savvy. Able to quickly adopt and work with new technology solutions.

Desirable Qualifications

• Formal business/marketing higher education qualification.
• Experience of using marketing automation technology, preferably Eloqua.

Additional Information

• This is a temporary freelance contract.
• The position can be performed remotely.
• Relocation or sponsorship support is not available with this position.
• Informa Group Plc. welcomes applicants from all backgrounds and circumstances and bases hiring decisions on relevant qualifications and merit. A disability-friendly environment is provided. Applicants requiring support or adjustments to participate in interview or selection processes are encouraged to notify the employer.