Head of Marketing

Division:Informa

IIR Telecoms and Informa Telecoms & Media Software & Services Portfolio

Reports to:Managing Director, IIR Telecoms & Event Director, Software and Services

Job Purpose

  • To develop, plan and achieve marketing strategy to deliver business objectives
  • To ensure products can be viably marketed in advance of production, and to input to topic development
  • To ensure IIR Telecoms and ITM’s Software and Services portfolio of events are marketed effectively and the teams are following best practice
  • To act as point of contact for all marketing queries relating to the two divisions
  • To drive and oversee new initiatives within the marketing function
  • To manage the joint telesales division within the business

Key Performance Indicators

  • Timelines are adhered to in all promotional activities
  • Individual event and divisional targets as set out by Managing Director
  • Marketing metrics benchmarking
  • Telesales metrics and targets are met

Overview of the role

  • Planning, budgeting and overseeing implementation of event marketing plans.
  • Scheduling marketing activity to ensure that business priorities are met
  • Regularly review campaign analysis to ensure that the target ROI, response rate and CPM are achieved
  • Ensure good levels of communication across both businesses – ie; between production, logistics, telesales, sales and marketing
  • Responsible for actively progressing and implementing the “electronic media/online” strategy for the Division.
  • Bring in best practice marketing across the portfolios
  • Be innovative and creative with respect to bringing new ideas and methods into practice to increase the effectiveness of the marketing function across both businesses
  • To keep associated marketing spend across all the events within budget.
  • Set up and management of media deals with external organisations to ensure maximum exposure at lowest cost to show budget.
  • Ensuring event websites are fully up to date with latest information.
  • Overseeing the design and production of all marketing collateral
  • Monitoring the performance of the Marketing staff and conducting annual reviews / personal assessments
  • Overseeing the managing and co-ordination of all external suppliers including Print, Mailing House and Design
  • Providing reporting information as required to the Managing Director of the divisions
  • Resource planning for the telesales team
  • Ensuring handover best practice documents are used between production and telesales and the telesales team understand the product they are selling on
  • Management of lists provided to telesales and call rates
  • Producing spreadsheets for reporting and communicating to team
  • Preparation of statistics and figures on telesales ROI

Knowledge and Experience Required for the Role

  • Relevant Marketing training and experience
  • Desirable – formal marketing qualification or certificate, and/or degree level education or equivalent.
  • Other professional qualifications and management courses
  • Experience of managing a Marketing team.
  • Proven successful experience of working in an event marketing environment.
Attitudinal Attributes Required for the Role
  • Motivated to perform
  • Positive in outlook and approach
  • Encouraging to others
  • A drive to improve and do things better
  • Productive attitude with a positive expectation about people, the company and work-related outcomes
  • Ability to understand the division’s Telecoms content
  • A willingness to do a variety of related job duties.

Competencies for: Marketing Level 4

CORE COMPETENCY:

Communication

LEVEL: 3
KEY BEHAVIOURS: CAN
  • Confidently communicate on all levels internally and externally
  • Utilise and exploit contacts and relationships across the whole group
  • Ensure ideas are explored, challenged and implemented
  • Translate and interpret management level
  • Facilitate an atmosphere of openness and honesty in all communication
  • Justify and explain why decisions are made stating the business case where necessary
  • Implement and oversee a successful communications and messaging process between your own and other units
  • Read, interpret and produce financial data
  • Manipulate written data
  • Guide dialogue and conversations skilfully
  • Demonstrate objective behaviour delivered in a controlled professional manner
  • Able to deliver presentations internally and externally as the 'face' of the business
  • Vary the detail in conversations so that message is understood by all
  • Communicate team successes to wider company

CORE COMPETENCY:

Organising

LEVEL: 3
KEY BEHAVIOURS: CAN
  • Delegate when necessary with an awareness of the demands on the whole team
  • Support the team in achieving deadlines and is hands-on to help with problems when
  • See the 'bigger picture' in terms of team responsibilities and intervene in situations of high pressure
  • Take responsibility for long term planning, staffing and fulfilment of team deliverables
  • Lead by example in planning use of time and attending to most urgent tasks first
  • Ensure team are mentored, coached or trained on planning skills, time management, and prioritisation
  • Continually review group practices for better and more efficient processes
  • Formally monitor best practice across the industry and incorporates it into internal processes
  • Project manage across the entire group

CORE COMPETENCY:

Customer Focus

LEVEL: 3
KEY BEHAVIOURS: CAN
  • Ensure team know what is expected of them in terms of customer focus
  • Reward and praise good practice in respect of outstanding customer focus for group
  • Facilitate formal and informal training to help team improve customer focus
  • Set up formal channels to communicate best practice
  • Be answerable, available and approachable to customers
  • Keep aware of industry developments so that needs are understood at a strategic level
  • Lead by example - nothing is too much trouble
  • Weigh up requests from customers and take responsibility for making difficult decisions or managing communication where necessary
  • Ensure input and feedback from customers is directly translated in to visible changes and new ways of working

CORE COMPETENCY:

Team Work

LEVEL: 3
KEY BEHAVIOURS: CAN
  • Set the tone for the environment in which the team work
  • Praise and recognise outstanding examples of teamwork and ensure it is rewarded both formally and informally
  • Make it your job to know at any one time stresses and strains in the team and work to resolve them
  • Continually review workload of team and work to relieve pressures through exploring a range of solutions
  • Initiate coaching programmes, mentoring and secondment so that the team work as a unit
  • Keep aware of the different personalities in the team and recruit/manage accordingly
  • Raise the profile of your own team throughout the wider business
  • Work to resolve difficult and sensitive issues in your team using outside support where necessary

CORE COMPETENCY:

Creativity

LEVEL: 3
KEY BEHAVIOURS: CAN
  • Build an environment where measured change is welcomed and rewarded
  • Ensure that people are not blamed for mistakes
  • Encourage experimenting with new and better ways of doing things in the group
  • Ensure that the risks have been weighed up prior to change but that people are aware of a culture that is continually trying to evolve and re invent better, and more efficient ways of doing things
  • Be creative with a budget and in monetary terms as well as practically
  • Coach the team to undertake extensive risk analysis to assess the impact before undergoing change
  • Set up formal channels for feedback where change or innovation is undertaken
  • Set up communication with other groups to share best practice in respect of innovation

CORE COMPETENCY:

Drive for Results

LEVEL: 3
KEY BEHAVIOURS:
  • Define a culture where people are working to their maximum potential instead of accepting second best
  • Do not accept low morale in the office - you work to find the root cause and support people through it
  • Lead by example by constantly questioning processes and searching for better ways of operating to produce better results
  • Make targets and objectives aspirational, while achievable so that performance is raised and the business benefits
  • Raise the profile of the group externally to set the business aside from competitors and publicise our outstanding Drive For Results

FUNCTIONAL MARKETING COMPETENCIES

LEVEL: 4
You set the marketing and PR strategy and communicate the vision to your team
You are responsible for the success of a broad range of campaigns
You make it your business to know about all competitor activity
You demonstrate a full understanding of the marketing mix
You actively work to support the sales process .
You contribute to the plans for moving into new market sectors and for developing new products
You are the leading example of best practice in marketing
You monitor the levels of service received from suppliers and oversee negotiations for improvement and change
You develop ways of assessing outstanding performance in marketing
You instigate and co-ordinate the sharing of best practice in marketing
Management Comps / Level / Key Behaviours
1. Developing People
2. Managing Resources
3. Managing Strategy
Key Behaviours / 2
2
1 /
  • Support your team in planning career development and in setting personal long term goals
  • Motivate individuals through formal and informal reward, praise and recognition
  • Communicate the goal and then allow your staff to do their job
  • Allocate decision-making authority and/or task responsibility to appropriate individuals to maximize the organization's and individual’s effectiveness. (considering positive and negative impact, organizational values and structures, and enhancement of the individual's knowledge/skills).
  • Define parameters of roles by clearly communicating responsibilities, including decision-making authority and any required actions, constraints, or deadlines.
  • Provide support for excellent achievement without removing responsibilityby suggesting resources and providing assistance or coaching as neededie encourage individuals to manage control of their own development
  • Express confidence in the individual.
  • Establish appropriate procedures to keep informed of issues and results in areas of shared responsibility
  • Give regular feedback to all your staff and tackle issues as they arise honestly and openly
  • Operate with integrity by demonstrating honesty, keeping commitments and behaving in a consistent manner.
  • Disclose your own position by sharing thoughts, feelings, and rationale so that others understand personal positions
  • Remain open to ideas by listening to others and objectively consider others' ideas and opinions, even when they conflict with one's own
  • Absorb pressure for your team where necessary
  • Manage difficult situations sensitively but firmly
  • Help individuals overcome resistance to change and show empathy with people who feel loss as a result of change.
  • Evaluate the impact of training and development on individual and team performance
  • Positively and actively discourage a blame culture
  • Effectively tackle poor performance and identify a way forward
  • You manage with consistency and fairness at all times
Can prioritisemore critical activities and assignments and adjust priorities when appropriate.
Determine project/assignment requirements by breaking them down into tasks; identifying equipment, materials, and people needed and coordinating with internal and external partners.
Allocate appropriate amounts of time for completing own and others' work; avoiding planning conflicts, developing timelines and milestones.
Leverage diverse resourcesby drawingupon multiple and diverse sources (individuals, disciplines, bodies of knowledge) for ideas and inspiration
Effectively move resources and re allocate in response to changes in demand across different areas of the team/group
Can effectively manage a budget for your group/function with the authority to handle expenditure and make financial decisions in line with targets
Can produce detailed reports and contribute effectively to business strategy
Build a support network with external partners to assist with recruitment, logistics and other areas of resource management
Support and drive team development by effective incentivisation and learning
Are able to deal with entirely new situations and crisis management clearly, calmly and in the best interests of the business and the people involved
  • Support your team in contributing to group goals
  • Compile data for reports and planning when required
  • Notify managers when projects or tasks are not running to plan ie you plan contingencies and can manage failure
  • Network with similar roles across the group to understand how others work, benchmark your role and the strategies you use
  • Can identify and understand issues, problems, and opportunities by comparing data from different sources to draw conclusions
  • Integrate information from a variety of sources; detect trends, associations, and cause-effect relationships.
  • Use effective approaches for choosing a course of action or developing appropriate solutions - taking action that is consistent with available facts, constraints, and probable consequences.
  • Recognise issues, problems, or opportunities and determine whether action is needed.
  • Commit to action and make decisions within a reasonable time
  • Develop a plan to implement policy, including goals, outcome and process objectives, and implementation steps
  • Monitor results and makes adjustments as needed

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