Job Summary:
The job holder is responsible for leading and orchestrating all integrated marketing campaigns and activation programs for Expo 2030 Riyadh. The role drives a unified, performance-led marketing operating model across social media, digital marketing, influencer outreach, experiential activations, and campaign management. This position ensures that all marketing activations align with brand strategy, partnership commitments, thematic milestones, and communications priorities, delivering measurable commercial, reputational, and audience growth outcomes. The role acts as the integration engine across Marketing & Communications, translating strategy into coordinated execution at speed and scale while maintaining governance, brand compliance, and ROI accountability.
Responsibilities:
Integrated Campaign Leadership:
- Own and govern the end-to-end integrated marketing calendar, aligning always-on and burst campaigns with Expo milestones, thematic narratives, visitor targets, and international priorities.
- Lead 360 campaign development across paid, owned, and earned channels, ensuring message consistency and creative alignment.
- Establish structured briefing standards, success metrics, and QA governance frameworks across all campaigns.
- Produce executive-level campaign retrospectives with performance insights, cost efficiency analysis, and optimization recommendations.
Campaign Management & Operational Delivery:
- Oversee campaign planning and execution teams to ensure on-time, on-budget, and on-brief delivery.
- Coordinate cross-functional collaboration across Brand Strategy, PR & Communications, Expo Studios, Partnerships, Media Planning, and Research & Insights.
- Maintain operational discipline across trafficking, tagging, localization, consent compliance, and creative governance.
- Ensure marketing outputs align with brand guardrails and strategic priorities.
Social Media & Community Leadership:
- Lead platform strategy execution aligned with global brand direction and governance frameworks.
- Oversee editorial calendars, publishing cadence, community engagement models, and social listening loops.
- Drive continuous optimization of social performance through analytics, experimentation, and audience insights.
- Ensure brand safety, content governance, and measurable engagement outcomes.
Digital Marketing & Performance Ecosystem:
- Direct digital marketing initiatives including Web, Mobile App, SEO/SEM, CRM integration, performance media, and marketing automation.
- Embed full-funnel conversion design, remarketing journeys, and audience segmentation in coordination with Martech and ticketing systems.
- Monitor acquisition funnels, cost per action, return on marketing investment (ROMI), and trigger structured weekly optimization cycles.
- Ensure privacy-compliant data integration across pixels, deep links, and consent frameworks.
Outreach & Influencer Marketing:
- Develop structured creator and influencer programs with clear governance, disclosure standards, brand safety, and performance tracking.
- Align experiential content capture with Expo Studios to maximize content yield and amplification.
- Build international conversion programs and travel trade amplification initiatives where relevant.
- Track brand lift, reach efficiency, and commercial impact from creator cohorts.
Events & Experiential Activations:
- Lead marketing-led events and activations in coordination with PR, Partnerships, and Visitor Operations.
- Ensure experiential executions reinforce Expo identity, protect guest flow, and generate measurable engagement outcomes.
- Integrate activation capture into campaign and social ecosystems to maximize asset leverage and amplification.
Integration, Governance & Performance Oversight:
- Serve as the integration bridge between marketing strategy and execution across all MarCom pillars.
- Ensure campaigns are data-informed, ROI accountable, and aligned with Research & Insights frameworks.
- Maintain strict quality control, brand compliance, and operational discipline across agencies and internal teams.
- Support independent audit requirements and performance reporting through transparent dashboards and documentation.
Educational Qualifications:
- Bachelor's degree in Marketing, Communications, Business Administration, Digital Media, or related field.
- Master's degree preferred (MBA or equivalent).
Professional Certifications Preferred:
- Certifications in Digital Marketing, Performance Marketing, Martech, or Campaign Management (e.g., Google, Meta, HubSpot, PMP).
- Advanced analytics or marketing automation certifications are a plus.
Experience:
- Minimum 14 years of progressive experience in integrated marketing, campaign orchestration, and performance-driven digital ecosystems.
- Experience within mega-events, destination marketing, large public initiatives, or complex government-related environments preferred.
- Demonstrated management of multi-agency ecosystems and high-value media investments.
Nature of Experience:
- Proven track record translating brand strategy into integrated multi-channel execution.
- Experience operating in fast-paced, high-visibility environments requiring governance precision and executive reporting.
- Strong exposure to CRM integration, marketing technology frameworks, and conversion optimization.
- Experience leading large cross-functional teams and managing substantial campaign budgets
Job Specific Skills:
- Advanced integrated campaign orchestration capability (paid, owned, earned).
- Strong command of digital performance marketing, SEO/SEM, CRM, and marketing automation.
- Expertise in governance frameworks, QA processes, and brand compliance control.
- Data-driven decision-making and ROI performance optimization.
- Multi-agency coordination and stakeholder alignment at executive level.
- High resilience and operational agility in milestone-driven environments.
- Strong executive communication and dashboard reporting capability.
