Head of Brand and 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/portfolio one, which currently consists of four events. The marketing structure within the organisation consists of 5x 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 commercial team. Reporting to Marketing Director, the Head of Brand and Content will be a key player to deliver 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:

• As well as leading the brand and content team you will be working closely with the Marketing Director and Head of Attendee Marketing.
• Lead brand, content, and PR initiatives.
• Govern and standardise our brands across the portfolio and events.
• Own the portfolio 1 tech brands and act as the voice of the brands.
• Collaborate with content and editorial teams, digital marketing, and commercial marketing to grow audiences and increase brand engagement.
• Develop and lead cross-brand messaging and campaigns.
• Manage the main portfolio one websites and spearhead TOF activity for multi-product benefit.
• Oversee PR activity and PR agency support across portfolio one.
• Create effective agency partnerships to deliver award-winning brand campaigns.
• Develop and manage organic social media presence.
• Foster and promote team development and progression within the dedicated brand and content vertical, and ensure that the team are motivated, and working collaboratively at all oportunity.
• Act as a change management ambassador, demonstrating a positive and constructive attitude towards challenges and change.
• Work 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.
• Drive innovation and excellence in content creation and delivery, leveraging data, insights, and best practices, to ensure that the content is relevant, timely, and effective.
• You will manage the resources for the dedicated brand and content vertical, and ensure that the team are motivated, and working collaboratively at all opportunity.
• Ensure strategic marketing objectives are met by optimising content/TOF initiatives, maximising effectiveness and efficiency
• With a focus on new inbound initiatives, work with teams to develop, manage and oversee the execution of new strategic, data-driven marketing plans (beyond BAU delivery) that result in TOF conversions from key target audiences for physical & digital events and products
• Work with event marketers towards achieving ambitious KEMA KPIs across portfolio one
• Analyse and report trends over time and use these insights to build strategic enhancements to content/channels/campaigns and optimise our inbound strategies
• Enhance customer journeys and product engagement (particularly on main websites in portfolio one) by developing and standardising supporting content strategies and initiatives
• Grow the presence, engagement levels, and value of our social media channels and the impact they have to KEMA growth and conversion to attendees
• Collaborate with event marketers to maximise impact of PR as a performance channel, while ensuring brand governance in delivery
• Curate relevant supporting documents to support/cement the alignment/understanding of the technology portfolio’s positioning (such as brand guidelines, tone of voice document, value proposition templates) and ensure accurate delivery
• Share case studies and build best-in-practice audience development initiatives for marketers within the team, portfolio one and Tahaluf
• Lead brand and portfolio initiatives (such as 2025 rebrand)
• Own and constantly evolve the main websites within the portfolio, the portfolio’s promotion (such as stands at events) and any associated collateral
• Increase engagement metrics of audiences acquired TOF into engaged audiences with products/events
• Lead the portfolio’s sustainability positioning and campaign delivery through products – increasing awareness with audiences and supporting event marketers to achieve higher sustainability scoring
• Develop beneficial and impactful relationships with partners that further enhance our TOF capabilities (from content partners to media partners)
• Serve as the voice of the technology brands in portfolio one, change management leader and portfolio evangelist.

 WHAT IS REQUIRED:

• The individual needs to be analytical and data orientated with a history of driving the growth of and engagement with relevant product/brand audiences.
• Acting as the voice of the brand.
• Working hand in hand with our content and editorial teams, digital marketing and commercial marketing to grow our audience and their brand engagement.
• You have proven experience and success in leading brand and content strategy for a large and complex organisation, preferably in the technology or events sector.
• You have excellent leadership and management skills, and the ability to inspire, coach, and develop a diverse and high-performing team.
• You have strong communication, questioning and influencing skills, and the ability to build and maintain positive relationships with internal and external stakeholders at all levels.
• You have a deep understanding of the tech and event industry and its trends, challenges, and opportunities.
• You have a passion for creating and delivering engaging and impactful content that resonates with customers and audiences across multiple channels and platforms.
• You have a data-driven and customer-centric approach to content strategy, and the ability to measure and evaluate the performance and impact of content.
• You have a creative and innovative mindset, and the willingness to experiment and try new things.
• The know-how to develop new digital propositions and the ability to create robust test and learn programmes.
• A solid understanding of all digital channels and how they work in a B2B context, including Website and SEO, PPC, Content Marketing, Social-Media and Email Marketing.
• The gravitas to be the brand expert in the room and the experience working closely with other external agencies and partners.
• 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 (brand, marketing & commercial KPIs) and understanding the importance and impact of effective reporting.
• The understanding of the of digital marketing ecosystem and how to drive the best efforts of the resources available - understanding how things are pieced together, and how a content strategy fits in with SEO and PPC efforts – with the goal of driving traffic and converting leads.
• You will be a lifelong learner and will be interested in innovative technologies and trends, and who is committed to staying ahead in the field. You will be passionate about what you do.
• Potential overseas travel on adhoc basis.

Qualifications

WHAT GOOD LOOKS LIKE:

• An agency or client-side background will be advantageous in this role.
• Experienced leader and a strong understanding of how to motivate and develop high performing teams.
• Experience of building and sustaining meaningful client partnerships whilst maintaining strong commercial focus.
• C-suite client management experience.
• Experience in building a brand's presence online through digital public relations - including getting featured in digital media, influencer collaborations, and online reputation management.
• Results driven – creation of and delivery against business plans driven by growth targets.
• Excellent communication skills to be able to robustly create and present solutions and strategies to clients, and continually cascade knowledge / news throughout immediate teams and the wider business.
• Confident working autonomously and being able to self-manage.
• Excellent presentation skills – both written and spoken.
• Experience in the multiple industry sectors, B2B experience is a must.
• Experience of Martech solutions would be useful.
• 10+ years of relevant brand and digital marketing experience in leading an evolving brand from being a growing to a mature recognised name.

Additional Information

Core Benefits:

• Medical Insurance for individual and family

• Annual leave – 25 days or 28 days (for senior managers)

• Manager and above, 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. Alternatively, if you already have accommodation in Riyadh and do not require a hotel or serviced apartment, then we provide a one-off payment of SAR 5,000 

• 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. Alternatively, if you already have accommodation in Riyadh and do not require a hotel or serviced apartment, then we provide a one-off payment of SAR 5,000 

• SAR 2,500 towards shipping goods/excess baggage costs on production of receipts/invoices 

*If eligible