Brand Director

Job Description

Company Description

Tahaluf is rewriting the events playbook. Its purpose is transformational, its DNA digital, and its ambition unprecedented.  Over the next 12 months Tahaluf will scale to further increase its lead as the largest B2B Live and On Demand Events organiser in Saudi Arabia: by SQM, Attendance, Colleagues and Revenue.  

To scale at this pace requires impeccable local partners, and Tahaluf is proud to enjoy the support and partnership of several Gov and Non Gov Organisations that are at the apex of Saudi’s B2B and B2C large scale events scene. In fact, our partners don’t just support the expansion of live events in the Kingdom; they’re also the partner of choice for heavyweights like Apple, Amazon and AliBaba.  

Be part of something BIG!

Building on the success of record-breaking tech event LEAP, which grew to be the world’s largest tech event globally in terms of attendee numbers in just its second edition, and award-winning cyber-security event Black Hat, Tahaluf is bringing iconic Informa brands to the Kingdom of Saudi Arabia, including CPHI, CosmoProf, Cityscape Global, which celebrated record-breaking participation at its debut Saudi edition in October, as well as establishing Saudi-born brands, such as InFlavour, a not-to-be-missed meeting place for the global Food & Beverage industry. 

Be part of an ambitious and highly committed team, who aren’t afraid to push boundaries and disrupt the status quo. Be ready to be thrown in at the deep end, taking on large-scale projects from day one, under the guidance of a supportive leadership team who will encourage your personal development and offer you new opportunities.

The Brand Director is responsible for overall event delivery, collaborating with the event team plan and execute events in line with strategic plans, brand guidelines and within budget. They will lead the achievement of event targets through effective team management and coordination with the senior event management team and identify opportunities for event growth as well as increasing revenue. The Brand Director will develop innovative ideas for event features and content to attract and enhance visitor/exhibitor experience. Effective people management practices are expected in order to drive continuous performance and results.

Job Summary/Responsibilities Key Performance Indicators

• Achievement of event targets in accordance with event budget.

• Regular communication & reporting of progress and results to the senior management team.

• Visible team management and leadership (e.g. Objective setting, training assessments, coaching, feedback and appraisals).

• Demonstration of event growth including increasing, visitors, exhibitors and non square meter sales.

• Development/enhancement of event features and content to achieve & improve visitor/exhibitor satisfaction ratings. 

Main Duties & Responsibilities:

EVENT MANAGEMENT

• Develop the event strategy in conjunction with the senior management

• Transferring the strategic objectives into tactical plans and leading the execution of these across sales, marketing, content, and operations

• Support the design and delivery of outstanding customer experience, creating innovative and interactive experiences

• Ensure that the planned exhibition growth and targets are achievable with available resources

• Create event content and features with the team that will ensure longer term visitor interest and or commercial success,

• Provide accurate and timely reporting of event KPI’s and forecasts

• Provide market, competitor, product & visitor intelligence EXHIBITION FINANCE AND ACCOUNTING

• P&L responsibility; control and manage exhibition costs within budget through monthly reviews with team members

• Liaise with the finance team to ensure compliance with event budget; track and document all revenue and cost transactions

CONFERENCE

• Oversee content development in conjunction with the Conference Director • Ensure fresh and innovative content is being developed to elevate the show

• Involved in conference themes, strategy and positioning to ensure alignment with the overall exhibition

• Overseeing speaker logistics team, executing VVIP service for international speakers

EXHIBITION SALES

• Collaborate closely with event sales lead to recommend and implement agreed sales strategy including territory and account planning

• Monitor sales performance and tracking vs. forecasts closely to anticipate changes compared to forecasting

• Deliver agreed revenue targets by value and volume

EXHIBITION MARKETING

• Work directly with the Marketing Director to contribute to the marketing strategy and oversee the execution of marketing plans and schedules in collaboration with the event marketing team

• Position the event as an international leader with a focus on building the brand

• Work closely with the marketing team to deliver global marketing campaigns and working with local partners to achieve significant visitor growth YOY

• Monitor marketing activities and ensure they are executed on time and in-line with marketing plans EXHIBITION OPERATIONS

• Continually liaise with Operations Department with respect to floor plans and ensure client requirements are maintained

• Be responsible for and ensure compliance with company Health and Safety standards

• Ensure logistics plans are adhered to and execution is achieved within the agreed timeline

• Assist and provide support to the Operations team onsite, pre-during an post event

FEATURES / ACTIVATIONS / SPECIAL EVENTS

• Generating ideas for innovative features or special events which will meet the needs and pain points of the customers at heart. 

• Attracting international investors through a dedicated investor program

• Special events running in conjunction with the show, such as gala dinners, investor dinners, experiential elements to enhance exhibition

REPORTING

• Ensure timely reporting to ensure any issue areas are identified

• Complete weekly reporting structure with the event management team

• Prepare monthly project reports to be presented to Group Director

• Prepare annual event budgets and forecasts

PEOPLE MANAGEMENT AND LEADERSHIP

• Create an environment which encourages teamwork and collaboration

Minimum Educational Level:

Educated to degree standard in a business or event management field

Background Knowledge, Skills & Experience:

• Significant experience in a senior role within the exhibitions/consumer/brand sector

• Extensive people management skills and experience

• Experience with working in a pressured working environment

• Speaks and writes clearly and fluently in English at all levels

• Proficient in the use of Advanced MS Office including intermediate/advanced Word, PPT, Excel

• Thorough understanding of regional business culture

• Good understanding of the regional consumer market