Head of Marketing - LIONS Riyadh

Job description

The Head of Marketing, will report into the Marketing Director and will manage a diverse team based in Riyadh. The Head of Marketing will lead the brand, audience and go-to-market strategy for LIONS Riyadh, establishing the Festival as one of the most important new creative industry platforms in the region and a recognised part of the global LIONS community. The individual will be a highly motivated, dynamic marketing leader with a track record of commercial collaboration to develop products and positioning reflective of customer demand. This role requires a distinctive combination of brand thinking, creative judgement, audience insight and commercial marketing expertise. The successful candidate will understand how to build desire around a premium global brand while making it culturally relevant to Saudi Arabia and the wider Middle East. Managing a diverse team of managers, marketing executives and specialist functions the Head of Marketing will be a skilled marketing strategist and be able to drive creativity and enthusiasm in others. The individual needs to be analytical and data orientated with a history of testing and optimisation, but with creative flair and exceptional attention to detail. They will be responsible for creating a marketing platform that feels unmistakably LIONS – bold, intelligent, culturally connected and creatively distinctive – while delivering measurable audience, revenue and brand-growth objectives. The candidate should have extensive experience of digital marketing, content marketing and marketing technology and be accustomed to delivering in a fast-paced, dynamic environment. The role will work closely with LIONS, Content, Creative, PR, Commercial and Partnerships to ensure every campaign strengthens the Festival's positioning, builds community and attracts the highest-value regional and international audiences. The individual must be extremely adaptable, accustomed to working with differing market dynamics and be able to guide marketers and steer campaign strategy accordingly. Key Performance Indicators Working alongside commercial leads to develop value propositions and go-to-market strategy Ongoing customer insight and engagement strategies Overseeing delivery of marketing campaigns in line with business objectives Adherence to timelines and budgets Marketing KPI report To manage a cross functional marketing team which includes marketers from all backgrounds with a diverse range of skills and training To design and deliver campaigns for specific projects as and where required Building strong awareness, consideration and demand for LIONS Riyadh across Saudi Arabia, the GCC and priority international markets Growing the Festival’s reputation as a leading regional platform for creativity, marketing, media and culture Driving qualified registrations, ticket sales and attendance from priority audience segments Increasing engagement with senior CMOs, creative leaders, agencies, brands, creators and emerging talent Ensuring all campaigns reflect the LIONS brand, tone and creative standards Maximising the impact of speaker, content and partner announcements across paid, owned and earned channels Delivering strong digital engagement, conversion and return on marketing investment Building an active year-round community around the LIONS Riyadh brand via content marketing Driving effective collaboration across Marketing, Content, PR, Commercial, Creative and LIONS teams To act as a change management ambassador, demonstrating a positive and constructive attitude towards challenges and change Key Responsibilities LEADERSHIP Recommend team structures and delivery solutions based on requirements Line manage senior marketers and specialists working across a range of events Work with Group Director to ensure right structure, specialisms and level of resources to meet agreed KPI’s Provide guidance, feedback and inspiration to line reports Build a high-performing, creatively ambitious marketing team capable of delivering to LIONS brand standards. Champion bold thinking, strong creative judgement and audience-first marketing across the team. Champion the adoption and optimisation of marketing technology solutions and digital marketing more broadly Work with line reports to ensure successful delivery of marketing campaigns in line with agreed KPI’s, event and divisional strategy Work with line reports to develop skills and competencies and ensure they have a clear development roadmap Ensure line reports are competent managers and have the skills and training required to manage junior team members or specialists Ensure adoption and optimisation of marketing technology solutions, identify training needs and ensure line reports are technically proficient Create strong collaboration across Marketing, Content, Creative, PR, Commercial and the LIONS team. Reflect the high-performance culture of the marketing team. ANALYSIS & INSIGHT Monitor campaign performance by supervising the production of relevant and timely reports. Recommend changes to campaign execution based on data insights Share relevant insights with sales, event team and senior management to drive revenues or pursue new opportunities Analyse and report trends over time and use these insights to build more effective campaigns Ensure relevant and timely data is captured (onsite & post show surveys, registration forms, industry research etc) Work with internal teams to ensure data governance and data management policies are adhered to Ensure delivery and accuracy of pre-agreed reports during and post campaign to monitor channel effectiveness and ROI Use recommended campaign analytics dashboards to monitor performance Build a culture of testing and metrics-driven decision making in the teams Develop deep understanding of LIONS Riyadh audience segments, motivations and behaviours across Saudi Arabia, the GCC and priority international markets. Use audience and market insight to shape messaging, positioning, channel strategy and campaign creative. Track brand awareness, consideration and perception to understand how LIONS Riyadh is building relevance and desirability in the market. Monitor cultural, creative and industry trends to identify opportunities for the brand to participate in relevant conversations. Turn insight into action, ensuring campaign decisions are both data-led and creatively intelligent. PLANNING & CAMPAIGN MANAGEMENT Work with marketing managers/wider team to plan product marketing campaigns to meet strategic objectives – for exhibitions and virtual/hybrid events Monitor operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Budget Trackers) Develop and oversee the annual marketing calendar for LIONS Riyadh across launch, speaker announcements, content reveals, partnerships, ticketing and Festival moments. Build integrated campaign plans across paid, owned, earned, social, CRM, partnerships and community channels. Monitor engagement with target media, associations, industry partners and social media influencers and help the team determine how they fit within the integrated campaign Assist marketing managers with the development of marketing budgets in line with plans and ensure budget trackers are kept up to date Recommend external suppliers and ensure adherence to contractual terms and delivery Ensure campaigns are tailored by audience segment and market, with clear messaging for Saudi, regional and international audiences. Work closely with Content, PR, Creative and Commercial teams to turn major Festival announcements into high-impact campaign moments. Ensure campaign planning protects the premium positioning and creative integrity of the LIONS brand. MARKETING EXECUTION Together with the marketing managers identify target universe and key segments within target universe Guide the team in developing personas, value propositions and messaging for each of the key segments Ensure that timely, relevant communications are sent through full mix of channels and that the team are optimising the effectiveness of these channels Monitor and recommend adjustments to the digital marketing activity based on performance metrics Input into the Content Calendar to ensure delivery through the most relevant channels (email marketing, social media, digital marketing, direct mail etc) Input into the PR plan (internal or external) and liaise with the event manager/event director Establish relationships with and manage strategically important partners to ensure maximum exposure at lowest cost to show budget Ensure the maintenance of active social media channels in line with market expectations, monitor engagement and maximise conversion Oversee the design and production of all marketing collateral to be determined within the marketing plan Ensure all marketing collateral, email marketing, website content and digital marketing is thoroughly proofed, adheres to brand guidelines and agreed Informa standards Ensure all LIONS Riyadh marketing is creatively distinctive, premium and consistent with the global LIONS brand. Translate Festival content, speakers and partnerships into compelling campaigns that build excitement, relevance and demand. Develop audience-specific messaging for CMOs, creative leaders, agencies, brands, creators and emerging talent. Ensure strong localisation for Saudi and regional audiences while maintaining international appeal. Work closely with Creative and Content teams to turn key Festival moments into standout brand campaigns. Protect the quality and consistency of the LIONS Riyadh brand across every audience touchpoint. Ensure campaign planning protects the premium positioning and creative integrity of the LIONS brand. Degree or professional background in marketing, communications, media, business, creative industries or a related field is advantageous. Relevant senior-level marketing experience may be considered in place of formal qualifications. Experience Significant senior-level marketing experience within major events, media, creative industries, entertainment, culture or premium global brands. Proven track record of launching, repositioning or scaling brands in competitive markets. Experience developing and delivering integrated marketing campaigns across paid, owned, earned, digital, social and CRM channels. Experience building brand awareness, audience demand and commercial growth across multiple audience segments. Strong experience managing agencies, partners, budgets and cross-functional marketing teams. Experience in a start-up environment and/or scaling a new business is desirable. Experience marketing to international as well as regional audiences is highly desirable. Experience within the creative, advertising, marketing, media or cultural sectors would be a strong advantage. Middle East experience, particularly Saudi Arabia or the GCC, is desirable. Skills & qualities Good written and oral communication skills in both Arabic and English is essential Excellent quantitative skills Excellent Excel, PowerPoint and financial modelling skills Strong analytical and presentation skills Good attention to detail and accuracy. Self-starter with proactive nature, and ability to work autonomously Experience using SAP, TM1 (IBM) and/or Oracle would be advantageous Highly collaborative Thrives on constant change. Strong creative judgement with the ability to recognise and develop standout brand ideas. Excellent understanding of brand positioning, audience development and premium marketing. Ability to balance creativity with commercial performance and measurable results. Strong understanding of digital, social, CRM and data-led marketing. Ability to work confidently with senior stakeholders, global partners, agencies and creative teams. Strong cultural awareness and sensitivity to both Saudi/regional audiences and international markets. A genuine interest in creativity, marketing, media, culture and emerging industry trends. Comfortable working in a fast-paced launch environment with high expectations and evolving priorities. Middle East experience (desirable) Relevant sector experience (desirable) Core Benefits: Medical Insurance for individual and family Annual leave – 28 days Remote working on Sundays Working anywhere – 2 months every year School fees contribution, 40,000 SAR per child per year (up to a max of three children) Wellbeing Benefits Residency visa including yearly dependent fees Individual annual flight allowance for expats Local Relocation Package*: Paid flight to Riyadh – individual and family 30 days accommodation or suitable serviced apartment from arrival date or a one-off payment of SAR 5,000 Up to SAR 2,500 reimbursement of shipping goods/excess baggage costs *If eligible International Relocation Package*: Paid flight to Riyadh – individual and family 60 days accommodation or a suitable serviced apartment from your arrival date, or a one-off payment of SAR 5,000 Up to SAR 2,500 reimbursement of shipping goods/excess baggage costs Paid flight home for individual and end-of-service gratuity payment when leaving the company (if applicable) *If eligible We work hard to make sure life at Tahaluf is rewarding, supportive and enjoyable for everyone. We’re not solely focused on a checklist of skills. We champion energy and ambition and look for colleagues who will roll their sleeves up, join in and help make things happen. We don't just accept difference, we celebrate it. We welcome applicants from all backgrounds and circumstances and base hiring decisions on relevant qualifications and merit. We are proud to provide a disability-friendly environment. If you require any support or adjustments to participate in our interview or selection processes, please let us know. Tahaluf is the largest B2B live and on-demand events organiser in Saudi Arabia by space, attendance, colleagues, and revenue. It is a joint venture between Informa PLC, the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP), and the Events Investment Fund (EIF). Tahaluf is bold, visionary, and determined to make an impact. Our team fosters a culture of collaboration, creativity, and a little fun, here teamwork rules and work feels as exciting as the events we create. Scaling at this pace also requires exceptional local partners, and Tahaluf is proud to work with a range of government and non-government organisations at the forefront of Saudi Arabia’s B2B and B2C large-scale events scene. Be part of something BIG with Tahaluf’s series of record-breaking events: LEAP and Cityscape - the largest events in the world in their respective fields of tech and real estate; Black Hat MEA - a Guinness World Record holder for the largest CTF competition during the event; and CPHI Middle East - the largest pharma debut event in history, to name just a few. Tahaluf is making a huge impact on the global events sector. Join our ambitious and highly committed team, unafraid to push boundaries and disrupt the status quo. From day one, you’ll dive into large-scale projects under the guidance of a supportive leadership team that will encourage your personal development and open doors to new opportunities. About LIONS Riyadh LIONS Riyadh marks a bold new chapter for the world’s most prestigious platform for creative marketing. Launched by Tahaluf in partnership with LIONS and Saudi Arabia’s Ministry of Media, it is a distinct Festival within the global LIONS community, home to the renowned Cannes Lions International Festival of Creativity. Designed to amplify Middle Eastern creativity on the global stage, LIONS Riyadh will showcase the region’s talent, ideas and storytelling while connecting its creative industries with the world’s leading networks, brands and decision-makers. The inaugural three-day Festival takes place at KAFD, Riyadh, from 6–8 December 2027. It will bring together regional and global CMOs, creative leaders, agencies, brands and emerging talent around creative excellence, effectiveness, culture and the future of the industry.