Campaign Strategy and Execution:
- Develop and implement targeted paid media strategies to drive visitor registrations and generate qualified leads for exhibitors across all shows in the portfolio.
- Manage international and local Exprom (exhibitor promotion) and Visprom (visitor promotion) campaigns, ensuring alignment with sales and marketing objectives.
- Collaborate with the sales team on Exprom strategies and the marketing team on Visprom strategies, including targeting, data builds, and channel-specific communication plans.
- Brief agencies with clear targets, media plans, and insights from previous campaigns to ensure effective execution.
- Oversee the launch and execution of campaigns, continuously optimising for key metrics such as CTR, conversions, and lead quality.
Optimization and Reporting:
- Monitor campaign performance, identifying areas for improvement and implementing changes to maximise ROI optimisation
- Analyse key metrics to determine if creatives need refreshing or if targeting strategies require adjustment.
- Prepare detailed monthly reports on campaign performance, providing visibility to senior leadership and the core marketing team.
- Focus on increasing the volume of high-quality registrations while improving conversion rates.
Collaboration and Coordination:
- Work closely with agencies to ensure campaigns are on track to meet targets.
- Partner with the sales and marketing teams to align on goals and strategies.
- Leverage insights from other portfolios and past campaigns to inform media planning and execution.
Strategic Priorities:
- Drive high-quality visitor registrations and qualified exhibitor leads.
- Address challenges with high registration volume but low conversion rates by optimising targeting and messaging.
- Penetrate new markets unfamiliar with Saudi events through tailored strategies and localised campaigns.
Experience:
- Proven experience managing international paid media campaigns, with a strong focus on driving registrations and lead generation.
- Experience working closely with or managing agencies to execute high-performing campaigns.
- Strong background in analytics and reporting, with the ability to identify trends and make data-driven decisions.
Technical Skills:
- Proficiency in paid media platforms (e.g., Google Ads, Facebook Ads, LinkedIn Ads) and analytics tools (e.g., Google Analytics, Data Studio).
- Strong analytical mindset, with the ability to quickly identify areas for improvement and implement changes.
- Experience in creating and managing media plans, including data builds and targeting strategies.
Personal Attributes:
- A marketer with a deep understanding of the local market, proficient in creating content in English and Arabic.
- Excellent communication and collaboration skills to work effectively with internal teams and external agencies.
- Highly organised and detail-oriented, with the ability to manage multiple campaigns and stakeholders simultaneously.
