Head of Brand & Content Marketing

Company Description

Tahaluf is rewriting the events playbook. Its purpose is transformational, its DNA digital, and its ambition unprecedented. Tahaluf is scaling to further increase its lead as the largest B2B Live and On Demand Events organiser in Saudi Arabia: by SQM, Attendance, Colleagues and Revenue.

To scale at this pace requires impeccable local partners, and Tahaluf is proud to enjoy the support and partnership of several Government and Non-Government Organisations that are at the apex of Saudi’s B2B and B2C large scale events scene. In fact, our partners do not just support the expansion of live events in the Kingdom; they are also the partner of choice for heavyweights like Apple, Amazon and AliBaba.

Be part of something BIG! Building on the success of record-breaking tech event LEAP, the most attended tech event in the world, Tahaluf is making a huge impact on the global events sector. Tahaluf is bringing iconic Informa brands to the Kingdom of Saudi Arabia, including Cityscape Global, which celebrated record-breaking participation at its debut Saudi edition and award-winning cyber-security event Black Hat, as well as establishing Saudi-born brands, such as InFlavour, a not-to-be-missed meeting place for the global Food & Beverage industry.

Join our ambitious and highly committed team, who are not afraid to push boundaries and disrupt the status quo. Be ready to be thrown in at the deep end, taking on large-scale projects from day one, under the guidance of a supportive leadership team who will encourage your personal development and offer you new opportunities.

Job Description

We are building awe-inspiring experiences. We are launching award-winning brands. And we are scaling faster than any event organiser in history. Take a leap with Tahaluf, we are offering you the chance to:

• Work within a highly dynamic business with the energy and style of a start-up
• Be part of building a business that is launching new products and events at scale
• Grab an opportunity to accelerate your career and make a real impact.

The Opportunity

We are appointing a Head of Brand and Content to drive our Brand and Content marketing pillar forward within our technology portfolio, which currently consists of four events. The marketing structure within the organisation consists of 5 pillars we have identified to successfully drive our marketing activities.

The Brand and Content marketing pillar will focus on elevating our brands within our technology portfolio, to drive brand engagement and awareness and to grow audience engagement. The team will implement digital best practices, own content development and strategy across the digital marketing ecosystem, and enhance audience engagement through all digital touchpoints.

The Role

The Head of Brand and Content leads the team with the technology portfolio of our business, in collaboration with Head of Attendee Marketing, and the commercial team. Reporting to the Marketing Director, the Head of Brand and Content will be a key player in delivering an excellent brand experience across all touchpoints, focusing on audience development, growing and engaging our audience through the new brand, brand marketing, content marketing, organic social, and PR.

The successful candidate will be responsible for setting up this new pillar alongside a team of experienced managers and specialists and driving the rebrand activity to enable success. The objective is to exploit digital channels and deliver successful content marketing strategies to identify new audiences, develop new digital propositions, and create robust test and learn programs. This role comes with measurable revenue objectives, constantly testing, innovating, and sharing recommendations with the team.

WHAT YOU’LL BE DOING:

• Leading the brand and content team while working closely with the Marketing Director and Head of Attendee Marketing.
• Leading brand, content, and PR initiatives.
• Govern and standardise our brands across the portfolio and events.
• Owning the portfolio 1 tech brands and acting as the voice of the brands.
• Collaborating with content and editorial teams, digital marketing, and commercial marketing to grow audiences and increase brand engagement.
• Developing and leading cross-brand messaging and campaigns.
• Managing the main portfolio one websites and spearheading TOF activity for multi-product benefit.
• Overseeing PR activity and PR agency support across portfolio one.
• Creating effective agency partnerships to deliver award-winning brand campaigns.
• Developing and managing organic social media presence.
• Fostering and promoting team development and progression within the dedicated brand and content vertical, ensuring that the team is motivated and working collaboratively.
• Acting as a change management ambassador, demonstrating a positive and constructive attitude towards challenges and change.
• Working closely with our Senior Leadership Team, the marketing and sales teams, and external partners and stakeholders, to ensure that the brand and content strategy aligns with the business objectives and supports the growth and retention of customers and audiences.
• Driving innovation and excellence in content creation and delivery, leveraging data, insights, and best practices to ensure that the content is relevant, timely, and effective.
• Managing the resources for the dedicated brand and content vertical, ensuring that the team is motivated and working collaboratively.
• Ensuring strategic marketing objectives are met by optimising content/TOF initiatives, maximising effectiveness and efficiency.
• Working with teams to develop, manage and oversee the execution of new strategic, data-driven marketing plans that result in TOF conversions from key target audiences for physical & digital events and products.
• Collaborating with event marketers towards achieving ambitious KEMA KPIs across portfolio one.
• Analysing and reporting trends over time and using these insights to build strategic enhancements to content/channels/campaigns and optimise our inbound strategies.
• Enhancing customer journeys and product engagement by developing and standardising supporting content strategies and initiatives.
• Growing the presence, engagement levels, and value of our social media channels and the impact they have on KEMA growth and conversion to attendees.
• Collaborating with event marketers to maximise the impact of PR as a performance channel while ensuring brand governance in delivery.
• Curating relevant supporting documents to support the alignment/understanding of the technology portfolio’s positioning.
• Sharing case studies and building best-in-practice audience development initiatives for marketers within the team, portfolio one, and Tahaluf.
• Leading brand and portfolio initiatives.
• Owning and constantly evolving the main websites within the portfolio and any associated collateral.
• Increasing engagement metrics of audiences acquired TOF into engaged audiences with products/events.
• Leading the portfolio’s sustainability positioning and campaign delivery through products.
• Developing beneficial and impactful relationships with partners that enhance our TOF capabilities.
• Serving as the voice of the technology brands in portfolio one.

WHAT IS REQUIRED:

• The individual needs to be analytical and data-oriented with a history of driving the growth of and engagement with relevant product/brand audiences.
• Proven experience and success in leading brand and content strategy for a large and complex organisation, preferably in the technology or events sector.
• Excellent leadership and management skills, and the ability to inspire, coach, and develop a diverse and high-performing team.
• Strong communication, questioning and influencing skills.
• A deep understanding of the tech and event industry and its trends, challenges, and opportunities.
• A passion for creating and delivering engaging and impactful content across multiple channels and platforms.
• A data-driven and customer-centric approach to content strategy.
• A creative and innovative mindset, and the willingness to experiment and try new things.
• A solid understanding of all digital channels and how they work in a B2B context.
• The gravitas to be the brand expert in the room.
• An analytical thinker who can get the best out of in-house data analysts and strategists.
• A results-driven mindset with a proven track record in delivering commercial success.
• The understanding of the digital marketing ecosystem and how to drive the best efforts of the resources available.
• A lifelong learner interested in innovative technologies and trends.
• Potential overseas travel on an ad-hoc basis.

WHAT GOOD LOOKS LIKE:

• An agency or client-side background will be advantageous.
• Experienced leader with a strong understanding of how to motivate and develop high-performing teams.
• Experience of building and sustaining meaningful client partnerships.
• C-suite client management experience.
• Experience in building a brand's presence online through digital public relations.
• Results-driven – creation of and delivery against business plans driven by growth targets.
• Excellent communication skills to robustly create and present solutions and strategies to clients.
• Confident working autonomously and being able to self-manage.
• Excellent presentation skills – both written and spoken.
• Experience in multiple industry sectors, B2B experience is a must.
• Experience of Martech solutions would be useful.
• 10+ years of relevant brand and digital marketing experience.

Core Benefits:

• Medical Insurance for individual and family
• Annual leave – 25 days or 28 days (for senior managers)
• School fees contribution, 40,000 SAR per child per year, up to a max of three children
• Wellbeing Benefits
• Remote working on Sundays
• Working anywhere – 1 month every year, or for senior managers and above, 2 months every year
• Family visa costs (up to a max of three children)
• Individual annual flight allowance (Expat only)

International Relocation Package:

• Paid flight to Riyadh (for you and your dependents)
• 60 days accommodation or suitable serviced apartment from your arrival date.
• SAR 2,500 towards shipping goods/excess baggage costs on production of receipts/invoices

Local Relocation Package:

• Paid flight to Riyadh (for you and your dependents)
• 30 days accommodation or suitable serviced apartment from your arrival date.
• SAR 2,500 towards shipping goods/excess baggage costs on production of receipts/invoices

*If eligible