Strategic Marketing, Associate Director

This role is responsible for translating market intelligence, buyer insights, exhibitor insights, and show contents into targeted marketing strategies that drive high-quality visitor acquisition and engagement. This role converts upstream inputs (market trends, exhibitor data, customer insights) into actionable campaign direction and audience segmentation, while feeding downstream performance and matching outcomes back into the system to continuously refine event positioning, content relevance, and visitor quality.The role is also key in driving future show development direction to gear tradeshows into more market demand-led and more sustainable.

Responsibilities

Market Strategy & SegmentationDefine priority visitor segments and personas based on market trends, exhibitor demand, and historical data.Develop clear value propositions for each target segment, ensuring alignment between event positioning, content provision and buyer needs.Identify high-growth sectors and recommend focus areas for visitor recruitment and content development.Content & Narrative LeadershipSet content direction and narrative frameworks across campaigns and channelsBuild event partnerships with external collaborators to reinforce event positioning, value propositions to exhibitors and visitorsMessaging map ownership, to ensure consistency and strategic alignment of all messaging across channels and literaturesIdentify major content opportunities (e.g., industry reports, thought leadership themes)Campaign Strategy & Performance OwnershipOversee campaign strategy across Demand Generation and Visitor GrowthMonitor performance against KPIs (quality, conversion, cost efficiency)Drive optimization and reallocation of resources based on data insights.Customer Insights & Closed-Loop OptimizationLead analysis of customer insights, advisory boards, and post-event dataTranslate business matching outcomes into strategic improvementsIdentify structural gaps in audience quality and recommend corrective actions.Stakeholder Leadership & Cross-functional IntegrationAct as key bridge between Strategy and MarketingEnsure alignment across all functions on target segments and prioritiesInfluence senior stakeholders on strategic direction.People Management & Capability DevelopmentManage and mentor Strategic Marketing ManagersEnsure quality and consistency of outputs across the teamDevelop team capabilities in strategic thinking and data analysis

Requirements

Bachelor’s or Master’s degree in Communications, Marketing, International Relations, or Business.8–10 years in B2B marketing, strategic marketing, or event marketingProven track record in developing marketing strategies and driving measurable outcomesExperience managing teams (minimum 1–2 years preferred).Strong strategic thinking and commercial acumenAbility to connect market insights with business outcomesAdvanced stakeholder management and leadership skillsStrong analytical and decision-making capabilities.Strong English and Chinese communication skillsProficiency in CRM, marketing automation, and analytics toolsExperience with data-driven marketing and performance optimizationWorking location: Wong Chuk Hang, near MTR station.Interested parties please submit resume with current & expected salary.(Personal data collected will be used for recruitment purpose only.)