Job Purpose
The Deputy Head of Marketing will lead and execute a world-class marketing strategy for a globally recognised, large-scale international industry event. The role is responsible for driving audience acquisition, brand engagement and commercial performance through innovative, data-driven and multi-channel marketing initiatives.
Key objectives include:
• Developing and implementing a long-term marketing vision that strengthens the event’s position as a leading global industry platform
• Delivering integrated campaigns to attract visitors, delegates, exhibitors and sponsors • Leading data-driven marketing strategies supported by detailed analytical insights • Managing, motivating and developing a high-performing marketing team
This role works closely with sales, sponsorship, conference production and other internal departments to maximise the event’s reach, reputation and revenue potential.
Key Accountabilities
Brand Strategy and Event Positioning
• Oversee the execution of the event’s brand strategy to maintain its leadership within the global industry landscape
• Ensure consistent and impactful branding across all marketing channels and touchpoints
• Strengthen the event’s reputation through high-impact marketing initiatives and campaign activations
Audience Acquisition and Engagement
• Lead the development and execution of data-driven marketing campaigns to attract key target audiences including visitors, delegates and exhibitors
• Utilise digital marketing, automation and analytics to optimise customer journeys and improve conversion rates
• Monitor campaign effectiveness and adjust strategies based on performance insights
Commercial and Partnership Marketing
• Work closely with commercial teams to develop marketing initiatives that support revenue growth
• Oversee the development, negotiation and delivery of partnership agreements with media partners, industry associations and key stakeholders
• Foster relationships with industry bodies, government entities and regulatory organisations to enhance event credibility and reach
Digital Transformation and Data Strategy
• Lead the event’s digital marketing strategy, incorporating search engine marketing, paid social, CRM and marketing automation
• Oversee website management, content development and UX optimisation to enhance customer engagement
• Ensure robust database management and audience segmentation to improve targeting and campaign performance
Marketing Performance and Competitor Analysis
• Establish key performance indicators (KPIs) and reporting frameworks to measure marketing effectiveness
• Conduct market research and audience insight studies to inform strategic decision- making
• Monitor competitive activity and identify opportunities for differentiation
Qualifications, Experience & Skills
Technical / Functional
• Minimum 2 years’ experience in marketing management roles (experience within events, B2B exhibitions or media is desirable)
• Bachelor’s degree required • In-depth knowledge of marketing best practices, audience acquisition and digital
marketing strategies • Strong understanding of data-driven marketing, CRM systems, marketing
automation and performance analytics • Experience managing large-scale, multi-channel marketing campaigns • Proven success in developing strategic partnerships and managing senior
stakeholders
Personal Attributes / Interpersonal
• Exceptional written and verbal communication skills, including copywriting and presentation abilities
• Strong leadership and people management skills with the ability to coach and develop a high-performing team
• Highly organised with excellent time management and project management capabilities • Strong analytical mindset with the ability to interpret data and translate insights into
actionable strategies • Self-motivated, creative and results-driven with a proactive approach to problem
solving • Ability to manage multiple priorities in a fast-paced, target-driven environment.