Haymarket Media Group

Head of Marketing

Location
Twickenham, London (Greater)
Salary
Depending on experience
Posted
11 Jan 2019
Closes
11 Feb 2019
Discipline
Marketing
Sector
Health, Publishing
Business Type
Media Owner
Contract Type
Permanent
Hours
Full-Time

Haymarket Medical has a rare opportunity for someone to work in a large, progressive media organisation in south west London without the struggle of a commute to London.

Key Responsibilities & Accountabilities

  • Take overall responsibility for building the free audience and then effectively converting to paid-for users by identifying and selecting optimum content for marketing channels, eg email, and by working with digital editors and editorial director to distribute content on all brand editorial channels such as  newsletters/bulletins, apps, social media, etc
  • Take overall responsibility for creating marketing plan and driving delegate registrations for MIMS Learning Live Events, working with support from external team members in year 1 as needed
  • Take overall responsibility for creating marketing plan to drive the chosen delegate profile to attend client supported MIMS Workshops, ensuring that the necessary partnerships / relationships are created with external suppliers to drive registrations from audiences not held by Haymarket
  • Support Project Manager Events in delivery of client supported MIMS Workshops, including support in programme development (by adding audience insight on interests etc), creation of marketing assets, client approval and event management
  • Work with the editorial director and editors to ensure that the right content is free/behind the paywall, recommending changes that will drive additional value for subscribers on one hand and build the funnel on the other to achieve set audience quality/value KPIs
  • Use site analytics and research (formal and informal) to devise and test effective digital strategies for content distribution using all the routes to market available:

-     Existing and new bulletins/newsletters

-    Core social channels (Facebook, Twitter, LinkedIn, Google+) – including personal as well as brand Twitter accounts

-     Emerging social channels (Instagram, What’s App, Periscope)

  • Work with editors to execute the effective distribution of content across those channels, taking into account known audience deliverables across:

-       Target demographics

-       Type of content

-       Time of delivery

-       Most suitable platform (in a nutshell – ‘what content, when, and where?’)

  • Set audience quality/value KPIs and then work with editors to drive higher engagement with the content distributed in order to achieve KPIs
  • Analyse user habits to recommend to editors appropriate changes to the organisation and selling of content on the sites and to uncover potential new types of content that would appeal to core audience
  • Work with commercial teams and editors to devise strategies for more effective integration of recruitment, partner (content solutions) and event content
  • Work with the analytics team to monitor the effectiveness of these approaches, develop test campaigns and change them where evidence points in a different direction
  • Measure and present the performance of these approaches and campaigns to key stakeholders to inform medical’s audience growth/value strategy, where necessary
  • Collaborate with colleagues in publishing, editorial, commercial, data, analytics, HBi and product development to build a culture of continual audience growth, engagement, quality and value across all of medical’s network
  • Regularly use business intelligence – audience research, client feedback, opportunity mapping –  to find, interpret and assess growth opportunities
  • ‘Own’ the monthly audience quality/value KPIs - which have ambitious traffic, engagement, and quality growth targets alongside stretching registered and paid-user metrics
  • Stay on top of emerging digital trends and use industry best practices to achieve KPIs, while developing a reputation in the business as an expert in this area

 

Essential

  • An analytical mind - the ability to process data, understand it and know how to apply it
  • Understanding commercial drivers – as this role is essential to drive audiences to paying for content as well as engaging with brands’ jobs sites, content solutions, events, etc, you need to understand how to identify a user's 'propensity to buy' and then how to convert it
  • Deep understanding of the relative power and importance of different platforms - social media (both mainstream, eg Facebook, LinkedIn, and relatively new, eg What's App, Periscope), newsletters, email, etc
  • Experience with analytics tools (Google Analytics, social media monitoring tools, etc.), data and insights
  • Charm and guile - the ability to get on with people from all parts of the team - both on the brand and centrally - and to apply the learning from those relationships to the task in hand
  • Content expertise - you don't need to be a journalist, but you need to understand how content works so you can deploy it on the appropriate platform at the appropriate time
  • Persistence and energy - once you've set up the systems you need to keep going, iterating as you go along, and as we learn more about what works
  • The skills to clearly and effectively communicate with peers, group directors, and other senior business stakeholders

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