Segmentation Specialist

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 Marketos 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 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. Thats why we work in-person with each other or with customers and partners three days a week or more. When youre 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. Heres some of what you can expect when you join us. But dont just take our word for it see what our colleagues have to say at

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 its 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 

Were 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 youll 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.

Remote Work :

No

Employment Type :

Full-time