The Director of Content & Audience Marketing is a strategic leadership role focused on driving audience growth across the portfolio to support both commercial and attendee marketing journeys. In this position you will be responsible for overseeing the development of strategic personas, understanding audience needs, and ensuring the brand identity and audience value proposition are consistently represented across all channels for events & media platforms within the portfolio. By leading always‑on campaigns and content marketing initiatives at the top of the funnel across the portfolio, you will ensure the portfolio delivers meaningful audience growth, engagement, builds brand loyalty, and drives measurable business outcomes. You will report into the VP of Marketing of the Portfolio.
Strategic Leadership
* Develop and execute a comprehensive content and audience marketing strategy that drives audience growth and engagement across the portfolio, feeding into commercial and attendee marketing journeys.
* Oversee the creation and refinement of strategic personas, ensuring a deep understanding of audience needs, behaviours, and preferences to inform marketing strategies.
* Define and maintain a holistic audience value proposition broken down by persona and event USPs across the portfolio, ensuring alignment with business objectives and brand identity.
* Lead the development and execution of always‑on campaigns and content marketing initiatives to build audience loyalty and deliver measurable results.
Brand Identity and Value Proposition
* Own the brand identity across all channels, ensuring consistency and alignment with the portfolio’s strategic goals and audience expectations.
* Develop and communicate a compelling audience value proposition that resonates across diverse segments and supports long‑term engagement.
* Collaborate with cross‑functional teams to ensure the brand identity and messaging are integrated seamlessly into all marketing and communication efforts.
Team Leadership and Execution
* Lead and mentor a high‑performing marketing team of brand marketers, campaign managers, and social media managers, fostering a culture of innovation, accountability, and collaboration.
* Oversee the development, briefing, and optimisation of strategic campaigns that drive audience growth, engagement, brand recognition, and loyalty.
* Continuously optimise marketing initiatives based on performance data, attendee feedback, and market trends.
Audience Growth and Engagement
* Drive audience acquisition and retention strategies, leveraging data‑driven insights to optimise campaigns and content for maximum impact.
* Partner with commercial and attendee marketing teams to design a uniform brand experience across audience‑centric journeys that enhance engagement and deliver tangible results.
* Monitor and analyse audience growth metrics, providing actionable insights to refine strategies and improve performance.
Content Marketing and Campaign Execution
* Lead the creation and distribution of high‑quality, engaging content that aligns with audience needs and supports portfolio objectives.
* Oversee the planning and execution of always‑on campaigns, ensuring they are data‑driven, targeted, and designed to deliver measurable outcomes.
* Continuously optimise content marketing initiatives based on performance data, audience feedback, and market trends.
Collaboration and Alignment
* Build strong relationships with commercial, attendee marketing, and event teams to align on shared goals and priorities that align with the brand identity.
* Foster collaboration across the portfolio to ensure audience insights are integrated into all marketing and business strategies.
Data‑Driven Decision Making
* Leverage audience intelligence and analytics to inform segmentation, targeting, and content strategies.
* Establish and monitor KPIs to measure the effectiveness of audience growth and content marketing efforts, providing actionable insights to drive continuous improvement.
* Run executive updates and sprint reviews to report on audience growth, campaign performance, and next‑step recommendations.
Qualifications
* Proven experience in content and audience marketing in high‑paced environments, with expertise in audience growth strategies, persona development, and brand management.
* Strong ability to build cross‑functional relationships, particularly with commercial, attendee marketing, and strategic insights teams, to align on shared goals.
* Data‑driven mindset with a focus on delivering audience‑centric solutions and measurable outcomes.
* Exceptional communication and presentation skills, with the ability to influence stakeholders at all levels.
* Expertise in content marketing, campaign execution, and audience engagement strategies, with a track record of delivering impactful results.
Benefits
* Great community: a welcoming culture with in‑person and online social events, our fantastic Walk the World charity day and active diversity and inclusion networks.
* Broader impact: take up to four days per year to volunteer, with charity match funding available too.
* Career opportunity: the opportunity to develop your career with bespoke training and learning, mentoring platforms and on‑demand access to thousands of courses on LinkedIn Learning. When it’s time for the next step, we encourage and support internal job moves.
* Time out: 25 days annual leave, rising to 27 days after two years, plus a birthday leave day and the chance to work from (almost!) anywhere for up to four weeks a year.
* A flexible range of personal benefits to choose from, plus company‑funded private medical cover.
* A ShareMatch scheme that allows you to become an Informa shareholder with free matching shares.
* Strong wellbeing support through EAP assistance, mental health first aiders, a healthy living subsidy, access to health apps and more.
* Recognition for great work, with global awards and kudos programmes.
* As an international company, the chance to collaborate with teams around the world.
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