Company Description

Informa Festivals marks an exciting new chapter in B2B events, bringing some of the world's most influential creative, technology and business festivals together. We’re combining prestigious brands like Cannes Lions, Black Hat, Money20/20 and London Tech Week with cutting-edge marketing intelligence platforms and advisory services to deliver unmissable experiences and insights. 

Our festival-led approach reimagines traditional B2B events, creating powerful, immersive experiences that drive innovation and industry advancement. Building on decades of expertise and powered by Informa's international reach, we're shaping the next generation of business festivals.

We’re part of Informa, a global business with a network of trusted brands in specialist markets across more than 30 countries, and a member of the FTSE 100 who are #3 in Glassdoor's Best Places to Work 2025 UK list. 

Job Description

This position is based in our 5 Howick place, London office

The Audience Manager is a subject matter expert (SME) within the Digital Experience and Operations team focused on audience management & orchestration, supporting all channels and lines of business across Informa Festivals brands for their Marketing and Finance verticals. This role is part of the central Digital Marketing team reporting to the VP of Marketing Automation and Segmentation.

Key Responsibilities:

Strategic Leadership

Serves as the lead practitioner curating, refining and developing audiences for stakeholder teams across Informa Festivals brands

Acts as an evangelist for audience-led user experience delivery

Serves as a Subject Matter Expert (SME) to stakeholder teams, guiding & enabling their programs

Support the customer contact strategy aligned with business priorities

Provides advanced guidance and leadership  in audience selection, optimization, propensities, and persona development for targeted email marketing campaigns to data teams and marketers.

Technical Expertise

Advanced user of Marketo database and APIs for data management

Develops complex database queries to generate accurate, targeted distribution lists and personas

Functions as a hands-on user of platforms used to build, manage, and activate audiences

Lead Persona development for targeted email marketing campaigns.

Lead and produce UTMs for emails and all other marketing channels

Lead and advise on lead scoring implementation and optimization

Data Management & Analysis

Develops and maintains emails with audience templates ensuring adherence to email eligibility standards.

Contribute to audience expansion within events and subscriptions products through collaboration with data, digital marketing, and marketing teams

Identify data gaps within the audience and propose solutions

Oversees and enforces data hygiene standards and projects within Marketo instances.

Manages data collection standards, usage, storage, sharing, and retention policies to ensure compliance and efficiency.

Track contact usage and email frequency to balance audience engagement with business targets

Deliver diverse audience builds and data counts by geographies, companies, sectors, functions and personas for ABM strategies

Creates advanced email segments using Marketo’s segmentation tools, including behavioral filters, programs, and Custom Data Objects.

Maintains a thorough understanding of all available contact data fields for segmentation purposes.

Monitor and report on data count and growth

Oversee large data imports (internal and 3rd party)

Manages data taxonomy aligned with the data teams

Works closely with the Data Governance team to ensure adherence to data processes, frameworks, and governance standards.

 

Performance Measurement

Develops Lead Scoring Models to enhance campaign targeting and effectiveness.

Conducts data quality audits to detect inaccuracies and oversees data correction and normalization efforts.

Generates high-level segmentation and data health reports, identifying challenges related to churn and opportunities for list growth.

Track and analyze key metrics to measure the effectiveness of engagement initiatives across different audiences

Maintain year-on-year trackers with weekly updates shared to relevant team members

This role combines technical expertise in audience segmentation with strategic leadership to drive effective audience-focused marketing initiatives throughout the organization.

Qualifications

Skills, experience & qualifications required

Marketo Expert certified professional

In-depth knowledge of Marketo database contact management and custom fields is required

Salesforce knowledge is needed

Strong understanding of data operations, including management and optimization

Cross-functional team management desired

Results-driven mindset with a focus on achieving key objectives

Experience in lead scoring methodologies and segmentation strategies

A strong understanding of digital marketing best practices and a track record of success in growing and managing online audiences.

Experience building B2B audiences in Marketo using advanced and complex filters both company and individual level

Experience building templated email programs with audiences and UTMs tokens approach to scale activities

Ability to build in Marketo email campaign reporting and build targeted lists.

Skilled in data merging, purging, and normalization processes.

Compliance with privacy regulations and data protection standards.

Exposure to marketing mix tactics, including emails, webinars, trade shows, content lead marketing eg white paper downloads.

Ability to lead multiple projects at the same time in a fast-paced environment.

Strong operationally driven professional able to project manage several projects simultaneously

Experience working with project management tools eg Monday.com needed

Excellent communicator 

A keen eye for detail and a commitment to producing high-quality work.

A collaborative approach and the ability to work effectively with different teams.

Additional Information

We believe that great things happen when people connect face-to-face. That's why we work in-person with each other, or with customers and partners, three days a week or more. When you’re not spending time together in one of our offices or other workplaces – like at an Informa event – you get the flexibility and support to work from home or remotely.

We work hard to make sure Life at Informa is rewarding, supportive and enjoyable for everyone. Here’s some of what you can expect when you join us. But don’t just take our word for it – see what our colleagues have to say at LifeAt.Informa.com

Benefits include:

Great community: a welcoming culture with in-person and online social events, our fantastic Walk the World charity day and active diversity and inclusion networks 

Broader impact: take up to four days per year to volunteer, with charity match funding available too

Career opportunity: the opportunity to develop your career with bespoke training and learning, mentoring platforms and on-demand access to thousands of courses on LinkedIn Learning. When it’s time for the next step, we encourage and support internal job moves

Time out: 25 days annual leave, rising to 27 days after two years, plus a birthday leave day and the chance to work from (almost!) anywhere for up to four weeks a year 

A flexible range of personal benefits to choose from, plus company funded private medical cover

A ShareMatch scheme that allows you to become an Informa shareholder with free matching shares

Strong wellbeing support through EAP assistance, mental health first aiders, a healthy living subsidy, access to health apps and more

Recognition for great work, with global awards and kudos programmes

As an international company, the chance to collaborate with teams around the world 

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. If it sounds like a match and you have most – although not all – of the skills and experience listed, we welcome your application. 

If you would like to request reasonable adjustments or accommodations to assist your participation in the hiring process and, or in the advertised position, please inform the appropriate Talent Acquisition Partner for the role once they have been in touch.

At Informa, you'll find inclusive experiences and environments where all perspectives and backgrounds are welcomed. As part of this approach and our diversity and inclusion commitments, we are also formally an Equal Opportunities Employer. This means we base decisions on relevant qualifications and merit and do not discriminate on the basis of key characteristics and statuses, including all of those protected by law. Ask us or see our website for full information.