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Head of New Media Marketing
Chief Marketing Officer with project accountability to Group
Marketing Director(s) / VP
Group Marketing
ASAP
London, plus international travel as and when required (please note
that up to 50% of this role could involve international travel)
GENERAL STATEMENT OF JOB
Are you a senior marketer at Informa with a passion for new media? Can you identify
commercial opportunities in cutting edge ideas and technologies? Can you demonstrate a
proven ability to implement these tools effectively in your current business? Are you a
strong communicator who can break down and teach others the benefits of implementing
new ideas? Answered ‘yes’ to any of the above? Then Group Marketing wants you!
The Head of New Media Marketing at Informa Group plc will assume overall responsibility
for developing and implementing best practice marketing processes for new media across
the diverse range of Informa businesses. This includes tracking and monitoring performance
of New Media across the Group, and ensuring that all strategies are commercially viable.
Adoption of best practice across the Group will be a key aspect of this role. This will be
achieved through office visits (internationally and within the UK) and via training sessions
(both classroom and webinar based).
This role provides a ‘consultancy type’ resource to the Informa Group as a whole, covering
New Media and how this fits in with other marketing practices.
This individual will also be responsible for overseeing testing of new and alternative ways to
leverage social media, as well as analyse trends in social media tools and all changes in the
social media space to determine possible usage.
Online marketing, in particular SEO and SEM will be a primary focus of this position, with key
objectives for improving this area across Informa businesses globally.
In addition, the Head of New Media Marketing will assume ultimate responsibility for
Informa’s social presence both internally and externally (this will be ‘hands on’ and will
involve managing both Informa.com social media efforts, along with internal Group
Marketing communication channels).
The primary objective of this role is to increase revenue and profits across the Group
through more effective use of New Media marketing.
Role & Responsibilities
Best Practice Processes:
 Maintain a focus on the monetisation of New Media and ensure that it is achieving
our Group aims of increasing revenue, decreasing cost and increasing productivity.
 Develop guidelines and best practices for the adoption and usage of New Media
across all divisions of the Informa Group (adapt general guidelines as and when
required for each individual business unit).
 Agree together with individual businesses objectives for New Media and measure
against those objectives
 Review current processes used across the Group, identify any gaps in current
approaches and provide a SMART goal based action plan for bringing businesses in
line with agreed best practice.
 Monitor and communicate internal and external trends in New Media across the
Informa Group.
 Implement standard KPI reporting across the Group that tracks the performance of
New Media marketing, and provide recommendations based on these reports.
Training:
 Develop relevant, business focused training courses for Informa staff, covering key
aspects of new media marketing and deliver the content as agreed with the
Informa Academy Director. This will include stand alone new media courses and
new media as a component of existing general marketing courses run by the
Informa Academy.
 The Head of New Media Marketing will also be expected to deliver customised on
site training to the various Informa businesses as requested by the business heads.
 In addition to the above, webinars will also be delivered by the Head of New
Media Marketing covering a range of topics related to social media and digital
marketing. These will be approved by the Informa Academy Director prior to
delivery.
 At least one training session should be given by the Head of New Media Marketing
per month via whichever is the most appropriate delivery channel.
Governance:
 Ensure all existing and new legislation is monitored across the Group in terms of
New Media (e.g. social media guidelines etc), and communicate this to the various
stakeholders across the Group, working particularly closely with Group HR.
 Ensure all guidelines developed are approved by legal and HR teams to ensure they
are aligned with central requirements.
Database:
 Ensure the global Informa databases meet the local and international legislative
requirements governing New Media across the Group. This involves liaising with
database heads across the Group to ensure they are aware of legislation they need
to adhere to. Any prospects derived from social media activities should be added to
internal databases (as appropriate and in-line with any legislation/guidelines in this
area).
Technology:
 Act in a consultative role for the Infront marketing application team (Informa’s inhouse CRM system) to ensure the New Media Marketing needs are adequately met
by this system.
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Facilitate working Groups incorporating expertise from across the Informa Group to
collaborate on new technology development, with a view to saving cost across the
business.
Website:
 Review business websites as requested by business heads and provide
recommendations for enhancements that will improve SEO, SEM, marketing reach,
ROI and also ensure that guidelines are developed for incorporating new media into
websites.
Informa New Media Presence:
 Personally manage the main Informa social media and new media efforts with an
objective of improving brand awareness and exposure across our core target
industries.
 Personally manage the Group Marketing social media efforts – including Linkedin
Groups, Twitter, Facebook, blogs etc etc.
Experience & Attributes
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Minimum Bachelor’s level education or equivalent
5+ years experience in providing strategic direction to B2B businesses in a creative
environment across multiple industries
Creativity, innovation and cultural relevancy required
Strong passion for and knowledge of emerging technologies, new media, and the
Internet; specific interactive strategy experience required
Must have in-depth knowledge of marketing practices involving Internet and
intranet, social media, search engine optimization (SEO) and search engine
marketing (SEM), online advertising, rich internet applications (RIAs), mobile
marketing, banner advertising, email marketing, online-affiliate marketing and webmeasurement analytics
Exceptional team player with the confidence and integrity to earn internal team
confidence quickly
Proven ability to develop, write, agree and execute strategic New Media plans
Must be able to think big and provide the team with the know-how to execute and
deliver strategy
Excellent communication skills including transferring of information and knowledge
to businesses in an easily comprehensible manner.
Excellent presentation and deck writing skills
High level of ability to multi-task and strong attention to detail
Ability to thrive in a fluid and entrepreneurial environment
The successful applicant also needs to be able to travel Worldwide on a regular basis.