The Marketing Manager designs and delivers critical aspects of the marketing strategy to achieve commercial objectives and revenue targets.
Achieves this through delivery of the brand, accurate customer segmentation, data analytics, campaign planning and multi-channel optimisation.
KEY RESPONSIBILITIES:
- Ownership and accountability for marketing strategy, including planning, implementation, management, and optimisation for both inbound and outbound marketing campaigns.
- Delivers on strategic KPIs by driving online traffic, leads and conversions with the ability to present these ongoing results in regular updates.
- Understands our visitor and exhibitors’ digital behaviour, through continual testing and reporting on channel and campaign performance, in order to optimise plans. This will include using Adobe Analytics, Google Analytics and other third-party platforms to spot issues and opportunities.
- Benchmarks and sets new KPI targets to measure and elevate the performance of your digital marketing campaigns.
- Work with our supporting agencies to develop the strategy and setup of all paid campaigns.
- Measure and optimize our paid marketing using vendor-specific dashboards, Google Analytics, and marketing analytics reports.
- Identifies evolving SEO practices and collaborates with internal stakeholders and external agencies to develop new cutting-edge digital campaigns.
- Develops new and creative organic search growth strategies for each stage of a customer lifecycle, in accordance to the unique digital trends and platforms of various international markets.
- Collaborate with content marketing and blog contributors to create high-quality content around important, relevant terms.
- Manage and improve organic search engine performance and goal-setting based on clickthrough rates, traffic, and conversions.
- Design and implementation of testing and optimisation strategies (including A/B testing, landing pages and CTA’s).
LEADERSHIP
- Work with line reports & marketing team to ensure successful delivery of marketing campaigns in line with agreed KPI’s, event and divisional strategy.
- Line manages digital marketer/s in order to successfully implement campaign strategies.
- Provide guidance, feedback and inspiration to line reports.
ANALYSIS & INSIGHT
- Monitor campaign performances by producing relevant and timely reports.
- Recommend changes to campaign execution based on data insights.
- Identify trends and insights, and optimize spend and performance based on the insights.
- Share relevant insights with wider marketing team and senior management to drive revenues or pursue new opportunities.
PLANNING & CAMPAIGN MANAGEMENT
- Work with the marketing team to plan marketing campaigns to meet strategic objectives – visitor attendance, exhibitor acquisition.
- Monitor operational implementation plans and ensure adherence to deadlines (including Drop Schedules, Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers).
- Assist marketing managers with the development of marketing budgets in line with plans and ensure digital elements of budget trackers are up to date.
MARKETING EXECUTION
- 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 of the key segments for each product
- Ensure that timely, relevant communications are sent through a full mix of digital channels and are optimised for each channel
- Proven experience as a Marketing Manager
- Bachelor’s Degree or equivalent
Background Knowledge, Skills & Experience
- Fluent in Arabic and English
- Thorough understanding & experience of digital (PPC, SEO, online advertising) and direct marketing.
- Database development and growth including segmentation / advanced targeting.
- Building relationships with partners and stakeholders.
- Analytical and questioning mindset.
- Significant exposure to design and print suppliers / agencies.
- Strong copywriting skills.
- Deadline and target driven.
- Experience of working in a fast paced environment.
- Excellent verbal and written communication skills in Arabic and English.
- Proficient in the use of MS Office including intermediate/advanced PowerPoint, Word and Excel.
- Technology savvy. Able to quickly adopt and work with new technology solutions.
- Events marketing experience.
- Project Management experience in Marketing.
Desirable
Experience of:
- Using marketing automation technology (preferably Eloqua).
- Working with CMS platforms (but coding knowledge not required).
- Managing social media through scheduling platforms such as Sprout Social or Hootesuite etc.
- Social media listening and sentiment analysis.
- Marketing analytics and reporting platforms (Google Analytics/Adobe or others).
- Formal business/marketing higher education qualification.
- Using Eloqua and/or Adobe Experience Manager.
Please note this is a freelance, temporary role for a 12 month duration.