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Head of Campaign Management
Chief Marketing Officer, IBI
Informa Business Information (IBI)
ASAP
IBI Head Office, Farringdon, London
JOB PURPOSE
To ensure the optimal, best-practice and rigorous use of campaign management processes, systems
and tools across all the IBI businesses, to enable all teams to effectively set up, implement and
evaluate marketing campaigns, in order to best deliver their business’s commercial objectives.
This role will be responsible for:

Creating and implementing strong lead management processes incorporating lead capture,
nurture, scoring, flow to sales and evaluation.

Ensuring optimal use of the CRM system and tools.

Enabling effective, end-to-end campaign tracking and reporting.

Working with Informa Group marketing to develop the CRM tools in line with changing IBI
marketing requirements.
Result area
Lead
management
Key responsibilities & activities
 Work with BU marketing teams and telesales to create and implement strong
lead management processes that allow us to:
 Capture leads when they’re searching
 Nurture leads that aren’t yet ready
 Score leads so we know who’s ready for sales, and where to prioritise
 Give leads to sales at the right time
 Evaluate leads to close the loop on lead quality
 Agree on a common definition of a qualified lead across sales and marketing, and
ensure all parties are aware of and using this definition.
 Ensure all teams have processes in place to respond to prospects who have
requested a trial or other information, who do not get categorised as a lead.
 Ensure that information about how the lead was generated (e.g. through social
media referral, SEO, email campaign) is retained throughout the campaign so
that prospect-to-lead and lead-to-sale conversion rates can be measured,
reported on and compared for all types of campaign.
Use of CRM
system and
tools
 Ensure that all teams are making the best use of existing campaign management
tools and functionality, and following best-practice and standard processes.
Undertake regular reporting to understand levels and ability of usage, and
identify weaknesses and inconsistencies.
 Work closely with each BU marketing team to ensure they set up campaigns in
Infront consistently, using the appropriate categorisations for campaign type and
media, following best practice use of the system, and recording all appropriate
campaign costs in order to effectively measure ROI and promotion profit.
 Manage and develop the IBI Infront Super-User group, whose purpose is to
provide expert use of the system within their own teams, communicate
developments and enhancements, provide training to new starters, and
aggregate and feed back issues and ideas for improvement.
 Ensure that each team has selected the most appropriate marketing
representative to serve as their IF super-user, and that all super-users are
fully aware of and committed to the requirements of the role.
 Lead monthly SU meetings.
 Ensure SUs remain up to date with all system developments and that they in
turn are updating their own teams.
 Ensure that all issues and changing requirements are regularly captured and
fed back to the Infront team, and work with the Infront team to provide
resolution where appropriate.
 Ensure your own knowledge of the system and tools is kept fully up to date and
refreshed, including setting up monthly 121s with Informa Infront account
manager.
CRM training
delivery
 Develop and manage an ongoing Infront training programme for SUs and all
Infront users, including refresher sessions on existing functionality, and sessions
to introduce and train on new functionality. Work with Database Manager to
ensure this includes all relevant training on list selections.
 Work with Salesforce (SFDC) team to develop and deliver relevant training for IBI
marketing teams on use of Salesforce.
 Create and manage the marketing induction process to the campaign
management system and tools (covering both IF and SFDC) for all new marketing
staff.
 Create and maintain an Infront resource centre on the IBI intranet to serve as
Campaign
tracking


System
changes &
developments




repository of reference material such as IBI-specific User Guides, FAQs, and
interactive training material such as videos.
Work with the Marketing Analyst to ensure that campaign conversion funnels
are fully mapped out, and that all the appropriate tagging and measurement
tools are in place, to allow end-to-end campaign tracking and comparative
analysis across promotional channels and marketing teams.
Work with Marketing Analyst to develop and implement a high quality set of
campaign metrics and a monthly campaign dashboard for each team.
Work closely with the Infront team to ensure that updates made to the
system are properly communicated and implemented across the IBI businesses,
using the super-user network.
Work with the IBI CMO and Informa Group Marketing to identify ongoing
opportunities for either improving Infront, or the way it is used across the IBI
businesses.
Sign off all change requests made by the business prior to submission to the
Infront team. Change requests must meet one of the following criteria and be
fully justified prior to being logged with the Infront team:

Increase productivity

Increase revenues

Decrease costs

Improve tracking and monitoring of campaigns
Ensure that all change requests made by IBI are properly tested and signed
off prior to being released into the live environment.
EXPERIENCE & KNOWLEDGE
 Substantial commercial experience in a senior campaign management role, with the ability
to provide industry-level view of best practice.
 Significant experience of managing direct/database marketing campaigns and processes,
across marketing and telesales teams, and improving lead generation and ROI.
 Significant experience of managing and using lead management tools and software.
 A strong understanding of CRM processes and CRM systems, with experience using them in
day-to-day marketing activities. Experience of using Salesforce would be a strong advantage.
 Experienced in training other people, at different skills levels, with the ability to
contextualise and target training, and help others understand complex concepts in a simple,
practical way.
 Proven project management experience, able to manage the entire lifecycle of multiple
projects with competing demands for limited resources, on time and within budget.
 First-class knowledge in managing and analysing data, combined with exceptional ability to
translate into actionable business insights.
 Experience of preparing and managing budgets, assessing costs & benefits.
SKILLS & COMPETENCIES
 Strong leadership skills – able to instil vision through personal drive, building enthusiasm and
commitment in order to implement well-defined strategies and pursue long-term goals with
energy and tenacity.
 Ability to build influential relationships and work effectively within a highly collaborative and
interconnected environment.
 Communicates powerfully and prolifically. Able to clearly articulate key insights using
written, graphical and verbal presentation.

Highly results-driven.
 Strong analytical skills, with impeccable attention to detail.
 Methodically analyses issues and solves problems.

Free thinking beyond the status quo, comfortable in challenging and driving change.