Head of Digital & Audience Marketing

What we're looking for:

Smarter Shows is a division of Informa Markets - Engineering, with a regional head office in Brighton, UK. The Smarter Shows portfolio includes a number of market leading advanced manufacturing expo events, located primarily in North America and Germany.

The Head of Digital & Audience Marketing helps develop and enhance the digital, data and audience aspects of both exprom and visprom marketing campaigns, working in partnership with Marketing Managers (reporting to Marketing Director).

Whilst they do not directly own marketing campaigns, they will be expected to add value by identifying digital marketing opportunities - including execution, optimisation, reporting and analysis - across all digital channels, as well as direct (outbound) data opportunities - including audience segmentation and personas. The role will be consultative in stye, but with direct hands-on responsibilities where colleague's knowledge necessitates.

The Head of Digital & Audience Marketing remit covers all stages of the expo marketing lifecycle: analysis, planning and execution. They will be expected to contribute to the campaign analysis phase (parts 1 and 2), and submit guidance and ideas for inclusion in the marketing planning phase. Responsibilities around campaign set up includes goals and reporting metrics (GA4, or platform specific), Salesforce/dotdigital integrations and reporting aspects, plus identified and agreed audience segments and personas (both direct/email and digital) in preparation for campaign launch. The remit of this role includes outbound, including retargeting/remarketing, and inbound (including funnel optimsation and site performance, and automations delivered to help achieve marketing and business goals).

They will be expected to contribute to regular campaign reviews and/or provide a consistent level of reporting, and will be expected to add measurable value, on an ongoing basis, through campaign optimisation suggestions and contributions (executed directly by the Head of Digital & Audience Marketing, if required, including digital inbound / outbound, and direct (email) outbound).

Digital marketing and martech knowledge is a vital part of this role, and as such the Head of Digital & Audience Marketing will be expected to make recommendations and share advice and knowledge with the wider Smarter Shows marketing team - theoretical and technical - and build relationships with relevant Informa Markets - Engineering colleagues.

Qualifications

6+ years in a senior marketing role (marketing manager or above)

Martech knowledge and experiance

B2B marketing campaign management know-how, including planning and execution

Salesforce experience, including reporting and analysis

Familiar with these key platforms: GA 4, Google Ads Manager, Linked Campaign Manager

Audience data knowledge, including segmentation, persona and engagement tactics and strategies

Expo industry knowledge (preferred)

Consultative approach, able to lead on projects and support colleagues at a campaign level if required]]>