Digital Lead - Consumer
UAE, Dubai

Job Reference: --006613

Location: UAE, Dubai

Closing Date: 18/07/2019

Department: GE EMEA - Consumer

Division: Informa Markets

Key Performance Indicators

  • Responsible for leading and delivering the short, medium and long-term digital strategy across the Pop Culture portfolio which should encompass (but not be limited to):
    • Editorial strategy (i.e. strategic positioning. thematic focus, tone of voice)
    • Content strategy (, text, graphics, photography)
    • Platform strategy (i.e websites, social media platforms, emails)
  • The strategy should be successful in delivering KPIs including (to be agreed with Portfolio Director):
    • Significant increase reach (impressions / unique users / followers / email sign ups) across all platforms
    • Significant increase in engagement across all platforms
    • Direct and indirect revenue targets
  • The strategy development process should account for the target audience(s), fan / client / audience experience, micro and macro regional and sector trends and factors, and other key situational analysis
  • The Digital Director will be responsible for direct line management and development of the Video and Graphic Designer and the Marketing Executive (n.b. the Marketing Executive will have non-digital responsibilities with the Senior Marketing Manager)
  • Responsible for management, optimisations and maximisation of digital budget

key dimensions:

Main Duties & Responsibilities


  • Develop, drive and deliver the digital strategy across the Pop Culture Portfolio, ensuring an innovative approach and solution to the Pop Culture opportunities and challenges
  • Manages team effectively ensuring team are focused and motivated
  • Is a digital ambassador for the department, wider consumer group and Informa group, and leads digital adoption approach within the department team to ensure 100% of the Pop Culture division are digitally fluent within reason and context of their roles
  • Works collaboratively across the department and wider support teams
  • Stays ahead of the curve on digital developments and solutions and implements them into strategy



  • Leads and executes the creative vision (agreed with PD) in collaboration with the Pop Culture teams
  • Constantly innovates in response to market trends, audience insights, digital developments and other macro and micro trends
  • Responsible for identifying content opportunities for the brands to leverage to achieve goals
  • Ideates and drives digital campaign strategies aimed at achieving ticket sales targets during event campaigns
  • Takes an active role in the daily, weekly, monthly, quarterly and yearly editorial calendar
  • Strong sense of editorial voice and news/content judgement
  • Generates ongoing revenue generation ideas and executes this, with the aim at achieving department revenue targets
  • Drives innovation through digital and cross-digital partners to optimise budgets and maximise partnership activity and brand relationships, as well as through new channel ideation, and digital partner exploration
  • Collaborates with sales team / event managers to develop revenue driving opportunities



  • Plans and executes the roll out of the digital strategy, to include key milestones, timelines and activities
  • Plans activity annually, providing annual plan, as well as quarterly plans to be shared with Portfolio Director
  • Manages and oversees the creative process for all digital activity
  • Ensures all digital activity is completed on time / in a timely manner
  • Regularly meets with Senior Marketing Manager and Digital Media Manager to align on advertising, marketing and digital plans, and shares these with Portfolio Director and Event Manager
  • Flags any issues pertaining to delayed delivery, ahead of time, and looks at solving roadblocks in delivery
  • Ensures ongoing management of all digital platforms



  • Works with Portfolio director to establish Key Performance Indicators (KPI’s) for digital, and monitor delivery against these, implementing corrective actions where required
  • Responsible for delivering agreed digital KPIs
  • Ensures team is motivated and appropriately skilled / trained / supported to carry out their responsibilities
  • Ensures consistently high quality of all editorial and creative shared across the digital channels
  • Develops process working with team to ensure digital activity is regularly monitored to ensure effective and accurate content, messaging and brand communications
  • Develops process to establish benchmarks and analyse digital activity across platforms
  • Works with direct reports to ensure timely delivery of all client digital performance reports
  • Works with direct reports to develop a monthly digital dashboard to share monthly digital KPIs with Pop Culture team
  • Manages the performance of third-party agencies, as needed


Person Specification

Minimum Education Level:

  • Educated to secondary standard (GCE ‘O’ Level/GCSE) or equivalent.

Background Knowledge, Skills & Experience:


  • Proven history of leadership, delivering high performance digital, and innovation
  • Proven experience ideating and delivering creative solutions which drive results
  • In-depth understanding of social platforms
  • In-depth understanding of digital audience behaviours
  • Can foster a positive work-place attitude and encourage a collaborative spirit
  • Excellent attention to detail.
  • Good communication skills.
  • Ability to work to tight deadlines.
  • Excellent organisational and time management skills.
  • Desire to be a part of a global organisation.
  • Experience using analytics programmes.



  • Arabic language skills
  • Prior knowledge of SEO

Applicants who do not supply an online/digital portfolio when applying for the position will not be considered.



This position is now closed. We are no longer accepting applications for this position.