About us We are National Media, the company behind many of Australia’s flagship exhibitions and events. We love live, in-person events that are powered by passionate humans. We work together as a team to design and produce market-leading events that bring thousands of people together every year, face-to-face… to meet, network, learn, pursue their passions, and grow their business. You can learn more about us at www.nationalmedia.com.au Opportunity National Media is seeking a Head of Marketing with strong commercial acumen and a proven ability to drive brand, audience, and partnership growth, leading the development and expansion of event portfolios across multiple industries. Own and drive all aspects of marketing, brand, partnership and audience development within the assigned portfolio. Identify, develop and build out a commercial Marketing Services offering for the supplier community. Work closely with Senior Management to launch new events within the assigned portfolio. Responsibilities: Producing the overarching marketing strategy for the assigned portfolio, including identifying the key target audiences, developing customer personas, and the brand's value proposition and key messages. Efficiently setting and managing annual marketing budgets. Conception, development and implementation of marketing plans and comprehensive campaign calendar to drive registrations and inbound sales leads across all appropriate channels, (website, email, social, paid media, telemarketing, co-marketing partner plan, data build strategies and outreach projects, etc), aligned with the overall marketing strategy Working with the Managing Director and Group Marketing Director to conduct strategic marketing analysis that will help guide marketing messages and target the audience segments of the campaign effectively. Focusing on growing the scale and quality of event audiences and the uptake of exhibitors and sponsor. Ensure that within an expanding portfolio you can grow and control campaigns. Owning the customer experience/journey and all relevant marketing touchpoints, from the website to advertising (email, digital, social media etc) to on-site experiences (registration, signage, staging, etc), building a clear activity schedule with required timelines, milestones and budgets. Cultivate and manage existing relationships with event partners (associations, media), Identify and establish new partnerships that assist in growing audience and reputation. Research and develop a suite of Marketing Services solutions (Content marketing, newsletters, email marketing, ad retargeting, webinars, etc) for the intended community. Create budgets, pricing plan, develop supporting sales and marketing collateral, and work with Commercial Director to deliver agreed commercial outcomes. Grow the brand’s reputation and long-term value with the targeted audience and be the brand guardian ensuring all customer touchpoints across all departments are in line with the appropriate tone of voice and look and feel. Develop data acquisition strategy and targets, identify the key customer/audience groups, set acquisition and build plans, project manage key suppliers, implement data nurture journeys and report on effectiveness and learnings Reviewing and reporting on all areas of the marketing strategies and its implementation. Developing the brand identity in consultation with senior management Collaborating with senior team members across all departments to uncover insights and create innovative marketing and branding strategies. Monitoring, reviewing, and reporting on all marketing activities, results, and ROI. Working with the Group Marketing Director and Commercial Director to identify new or expanded revenue opportunities and strategising the implementation of plans. Routinely sharing strategies, progress, results, learnings, and relevant industry trends, with the broader team. About you: You have a deep understanding of the global exhibition and trade show market. You’re a strategic thinker with the ability to interpret and analyse data to lead the brand strategy of the portfolio and develop highly effective marketing campaigns that deliver at all levels. Whilst fully immersed in the details of marketing campaigns, you can align the big picture with the day-to-day. You are highly proactive with the ability to take prompt action to accomplish objectives and goals beyond what is required, with energy and tenacity. You are an excellent people manager who can develop your marketing team to be the best they can be. You are also a great communicator and team player who is equally happy to be a coach and a player. You will have extensive experience at management level of planning and executing successful campaigns for a wide portfolio of B2B exhibitions/trade shows and marketing services. Bachelor’s Degree in Marketing Management (or equivalent qualification). 7 years of senior marketing management experience with B2B exhibitions/trade shows Proven experience in launching new B2B exhibitions/trade shows and building event communities to support these launches Experience of driving change and business transformation Demonstrated experience successfully managing and growing the marketing function/team Astute commercial and business acumen in understanding the impact of decisions on the portfolio and the wider business Deep knowledge and experience of evaluating and selecting marketing channels and event technology A genuine team player and collaborative in nature Strong sense of personal accountability Integrity, authenticity and honesty Excellent stakeholder management skills Strong budget management, forecasting and business management skills (adept with CRM systems, sales dashboards, marketing metrics etc) Ability to quickly understand new industries and markets and to apply thorough analysis and critical thinking to understand how to best serve them commercially and profitably Excellent communication and presentation skills – able to clearly and succinctly convey information and ideas in a manner that engages the audience Experience with using CRM/marketing automation tools
