ROLE SUMMARY:
Informa Markets Asia Jewellery Exhibitions seeks a results-driven Marketing Director to lead marketing and communications for the world’s largest B2B jewellery trade fairs. You will partner with Sales, Event Management and Operations to drive audience growth, exhibitor value and revenue. A data-led digital marketer, you excel in multi-channel acquisition and new channel testing, content and SEO, short-form video, and internationally focused marketing. You bring an international mindset and cross-cultural agility, and you apply AI to scale content, targeting, media optimization, and experimentation. You will own the marketing budget and return on investment and build an end-to-end demand generation engine with clear accountability for qualified pipeline and measurable revenue.
PRINCIPAL DUTIES AND RESPONSIBILITIES:
Strategy, Planning & Growth
- Own the annual marketing strategy and plan for the Jewellery events portfolio across Hong Kong, Dubai, and international outbound markets, aligning with portfolio goals for brand impact, audience acquisition, pipeline creation, and revenue contribution.
- Design and lead the end-to-end, data-driven demand generation engine—from awareness and engagement to conversion, retention, and remarketing—anchored in clear KPIs, forecasting, and multi-touch attribution, with explicit ownership of pipeline and revenue outcomes.
- Partner with the Sales team to jointly define Marketing Qualified Lead and Sales Qualified Lead, the lead lifecycle and routing service level agreements, and closed-loop feedback processes; build and deploy lead scoring and qualification models that increase conversion and shorten the path from lead to revenue.
- Manage the full marketing budget and media mix to maximize targets by increasing return on investment and return on advertising spend and reducing cost per lead; conduct quarterly planning and monthly performance reviews.
Digital Acquisition & Channel Expansion
- Build and optimize a high-performing digital channel portfolio across SEO/SEM, paid social, programmatic, retargeting, email and marketing automation, content syndication, partnerships, and account-based marketing, with a bias for international market acquisition.
- Explore and validate new marketing channels (e.g., LinkedIn Ads, YouTube Shorts, TikTok, programmatic video/audio, international trade media, influencer/KOL collaborations), using structured test-and-learn in coordination with Data, Analytics & Technology to unlock incremental reach and efficiency.
- Lead website and landing page conversion rate optimization (information architecture, messaging, form strategy, speed and mobile performance) and SEO content planning to drive organic growth and conversion.
Audience Acquisition & Growth
- Own end-to-end visitor acquisition, accountable for registration volume and quality, CPA, and attendance conversion. Set clear KPIs and forecasts and align budget and resources.
- Plan and optimize multi-channel campaigns to drive qualified traffic. Optimize channel mix and messaging and run lean test-and-learn to scale what works.
- Track performance and continuously improve funnel metrics through data-driven insights and experimentation. Build concise reporting and extract insights to improve conversion and ROI.
Content, Brand & PR
- Develop an annual editorial and content marketing plan aligned to audience insights and search engine optimization opportunities, covering thought leadership, trend reports, exhibitor stories, buyer case studies, award announcements and storytelling, sustainability program narratives, and short-form video features.
- Oversee global public relations and media relations; cultivate relationships with industry leaders, associations, and key media and key opinion leaders to amplify brand authority and share of voice; lead industry award strategy, submissions, and promotion; candidates with advertising or public relations agency experience are preferred.
- Plan and deliver integrated campaigns around key milestones before, during, and after the show, including conferences and conference programming, sustainability program activations, awards ceremonies and winner amplification, and specialty exhibitor promotions, ensuring resonance with international audiences
Data, Analytics & Technology
- Partner closely with regional Data and Marketing team to build real-time dashboards and reports that track channel performance, lead quality, pipeline, and revenue impact; own measurement frameworks, attribution models, and test-and-learn roadmaps that translate insights into action.
- Partner with Sales Ops / Data teams to uphold marketing technology and data governance across CRM (e.g., Salesforce) and Marketing Automation Platforms; ensure compliant data capture and tracking.
- Institutionalize experimentation (A/B/n), cohort analysis, and funnel diagnostics to continuously improve cost per lead and cost per acquisition, lead-to-opportunity conversion, and marketing-sourced/assisted revenue.
Team Leadership & Collaboration
- Lead, coach, and develop a sizable team (including Brand, Content & PR; Commercial Marketing; Attendee Marketing) with clear goals, performance standards, and growth plans; foster a high-ownership, results-driven culture grounded in data and experimentation. Make measured, non-disruptive improvements to marketing structure and overall productivity where they clearly support outcomes.
- Collaborate seamlessly with Sales, Event Management, and Operations, as well as regional support functions (Data & Tech, Digital & Marketing etc.) on audience development, key buyer programs, value propositions, and onsite/virtual activation plans. Align definitions and handoffs to reduce friction and cycle time.
- Manage external agencies and partners (advertising, PR, creative, media, production) for quality, timelines, and outcomes.
- Bachelor’s degree in Marketing, Communications, Event Management, or a related discipline.
- 15+ years of experience in Marketing Communications and Growth Marketing, ideally within B2B organizations; 8+ years leading sizable teams. Demonstrated international experience is essential. Experience in the jewellery/luxury/Fashion/Design sector is a plus. Backgrounds in advertising/public relations agencies and in start-up or scale-up environments are advantageous.
- Proven ability to design and execute data-driven demand generation programs that build qualified pipeline and revenue, including robust Marketing Qualified Lead and Sales Qualified Lead frameworks, lead scoring, full lifecycle management, and closed-loop attribution and reporting.
- Deep digital marketing expertise spanning content marketing, search engine optimization and search engine marketing, paid social media and programmatic advertising, short-form video strategy and distribution, email marketing and marketing automation, and website conversion rate optimization.
- International marketing focus (priority over China-specific marketing), including audience research, visitor promotion, channel strategy, localization, and compliance.
- High fluency with Customer Relationship Management systems and Marketing Automation Platforms, along with analytics tools (for example, Salesforce and Power BI). Skilled in experimental design, measurement, and translating insights into scalable growth actions.
- Budget ownership and ROI optimization experience, including media mix decisions, and forecasting.
- Exceptional communication, stakeholder management, and influencing skills; hands-on leadership capable of inspiring teams under tight deadlines.
- International mindset and cross-cultural agility: Aligns goals and resources across markets, balancing multi-market priorities with cultural sensitivity and sound judgment.
- Continuous learning and innovation: Embraces new marketing solutions, especially AI, to optimize the entire marketing funnel, and pilots and scales successful initiatives across teams and markets.
- Excellent command of English; Chinese (Cantonese and Mandarin) proficiency is a must.
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We’re not solely focused on a checklist of skills. We champion energy and ambition and look for colleagues who will roll their sleeves up, join in and help make things happen. If it sounds like a match and you have most – although not all – of the skills and experience listed, we welcome your application.
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