Marketing Manager - LEAP East - Freelance Position

Role Overview

Marketing Manager - LEAP East, a freelance position with Informa Group Plc. 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). The team fosters a culture of collaboration, creativity, and teamwork.

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

Own and optimize the full marketing strategy for LEAP East, driving online traffic, leads, and conversions to achieve commercial objectives and revenue targets across visitor attendance and exhibitor acquisition.

Key Responsibilities

Strategy & Campaign Planning

• Own 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 of 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.
• Work with supporting agencies to develop the strategy and setup of all paid campaigns.

Campaign Execution & Management

• Monitor operational implementation plans and ensure adherence to deadlines, including Drop Schedules, Gantt charts, Time & Action Plans, Content Calendars, and Budget Trackers.
• Work with marketers to identify the target universe and key segments within the target universe.
• Assist with the development of personas, value propositions, and messaging for each key segment for each product.
• 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.
• Collaborate with content marketing and blog contributors to create high-quality content around important, relevant terms.
• Assist marketing managers with the development of marketing budgets in line with plans and ensure digital elements of budget trackers are up to date.

Performance Analysis & Reporting

• Deliver on strategic KPIs by driving online traffic, leads, and conversions with the ability to present ongoing results in regular updates.
• Understand visitor and exhibitor digital behaviour through continual testing and reporting on channel and campaign performance, in order to optimise plans.
• Use Adobe Analytics, Google Analytics, and other third-party platforms to spot issues and opportunities.
• Monitor campaign performances by producing relevant and timely reports.
• Measure and optimize paid marketing using vendor-specific dashboards, Google Analytics, and marketing analytics reports.
• Benchmark and set new KPI targets to measure and elevate the performance of digital marketing campaigns.
• Recommend changes to campaign execution based on data insights.
• Identify trends and insights, and optimize spend and performance based on the insights.
• Manage and improve organic search engine performance and goal-setting based on clickthrough rates, traffic, and conversions.
• Share relevant insights with wider marketing team and senior management to drive revenues or pursue new opportunities.

Leadership & Team Management

• Work with line reports and marketing team to ensure successful delivery of marketing campaigns in line with agreed KPIs, event, and divisional strategy.
• Line manage digital marketer/s in order to successfully implement campaign strategies.
• 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.
• Experience working on APAC market campaigns.
• Bachelor's Degree or equivalent experience.

Skills & Competencies

• Experience using Eloqua, Adobe Analytics, and Adobe Target.
• Thorough understanding and experience of digital including PPC, SEO, and online advertising.
• Database development and growth including segmentation and personalisation.
• Solid experience of A/B web and email testing.
• Strong copywriting skills.
• Analytical and questioning mindset.
• Building relationships with partners and stakeholders.
• Significant exposure to design and print suppliers and agencies.
• Experience of working in a pressurised environment.
• Excellent verbal and written communication skills.
• Ability to communicate ideas clearly, effectively, and persuasively.
• Proficient in the use of MS Office including intermediate/advanced PowerPoint, Word, and Excel.
• Technology savvy with ability to quickly adopt and work with new technology solutions.
• 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.
• Proven experience of hitting digital channel KPIs.
• Passion for digital marketing.
• Deadline and target driven.

Desirable Skills

• 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 such as Sprout Social or Hootsuite.
• Experience of social media listening and sentiment analysis.
• Experience of marketing analytics and reporting platforms such as Google Analytics or Adobe.
• Formal business or marketing higher education qualification.
• Experience using Eloqua and/or Adobe Experience Manager.

Additional Information

• This is a temporary freelance contract.
• The position can be performed remotely.
• Relocation or sponsorship support is not provided.
• 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; support or adjustments to participate in interview or selection processes are available upon request.