Head of Marketing (Events & Exhibitions)

Job Overview

The Head of Marketing for Events & Exhibitions is responsible for delivering an outstanding marketing function that combines both traditional and cutting-edge strategies to bolster the position of the events portfolio. This role requires collaborative engagement with key stakeholders across all events within the portfolio.

Core Responsibilities

• Design, develop, and execute an all-encompassing marketing strategy targeting exhibitor, visitor, delegate, and speaker acquisition throughout the event cycle.
• Partner with the Managing Director (MD) on stakeholder relations, including preparing and sharing campaign insights in monthly interactions with prominent government bodies.
• Manage the marketing budget and Profit & Loss (P&L) for event campaigns, reporting directly to the MD.
• Identify and nurture partnerships with third parties, including barter agreements and industry associations.
• Coordinate closely with the conference production team to produce conference collateral, oversee timeline adherence, and update the event website consistently.
• Collaborate with Commercial Directors and Event Director to implement strategic initiatives, generate leads, manage agents, develop sponsorship materials, and keep exhibition and sponsorship content current online.
• Devise and execute targeted visitor campaigns focused on expanding and retaining unique attendee numbers.
• Analyze competitive event landscapes by industry and geography, formulating and deploying counter-campaigns to challenge and disrupt rivals.
• Plan and implement extensive social media and digital campaigns encompassing programmatic ads, geo-fencing, retargeting, influencer marketing, SEO, display banners, and paid advertising throughout the event lifecycle.
• Work with the head of digital to integrate hybrid event solutions seamlessly across conference and exhibition platforms.
• Coordinate with external PR agencies to devise and execute PR strategies for MENA-wide and international media exposure, covering press releases and opinion-editorial content.
• Build and sustain relationships with trade associations, media outlets, regulators, and industry bodies to support event initiatives.
• Engage with the internal database team to oversee data cleaning, acquisition, enrichment, gap analysis, and segmentation management.
• Collaborate with global offices to exchange and implement best marketing practices and innovative concepts.
• Lead, manage, and motivate the marketing team, including setting yearly Key Performance Indicators (KPIs) and designing bonus schemes.

Required Qualifications and Experience

• Minimum 5 years of proven management experience in events and/or B2B media environments.
• Bachelor’s degree or equivalent educational qualification.
• Comprehensive understanding of effective marketing practices, especially social media marketing.
• Experience managing relationships with important stakeholders.
• Familiarity with medium to large-scale B2B exhibitions and conference operations.
• Knowledge of GDPR and data privacy regulations.
• Proficiency in creating and executing online and digital marketing strategies.
• Experience auditing and enhancing marketing procedures.
• Appreciation of diverse international cultures and possibly foreign language skills.
• Capability to network and liaise effectively with senior-level individuals and trade organizations.
• Keen anticipation of market trends with proactive involvement.

Personal Attributes and Skills

• Excellent communication skills in written and spoken English, including report writing, copywriting, and presentations.
• Strong organizational and project management capabilities.
• Effective time management skills and resilience in meeting deadlines.
• In-depth knowledge of marketing principles and target-driven marketing environments.
• Ability to lead and work collaboratively within teams.
• Self-driven, innovative, and creative mindset.
• High ethical standards and strong team ethics.
• Competence in competitive analysis and lateral thinking.
• People management and leadership skills, including mentoring and coaching team members to achieve excellence.
• Analytical mindset with readiness to travel as required.
• Empathetic leadership fostering skill development and high standards among the team.

Additional Information

This position requires availability to travel and close cooperation with all departments inside the company to support event success.

Due to a large number of applications, only shortlisted candidates will be contacted. Applicants must have at least 5 years of demonstrable managerial experience in events, exhibitions, or B2B media to be considered.