Summary
Overview
Work History
Education
Skills
Hobbies and Interests
References
Timeline
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COLIN WILLIAMS

Gold Coast,Australia

Summary

Highly motivated and results-driven Marketing Director with 20 years of proven success global events industry. Expertise in developing and executing data-driven marketing strategies that deliver significant ROI, build strong brands, and drive audience growth. Adept at managing high-performing teams, fostering strategic partnerships, and navigating complex market dynamics. Proven ability to exceed targets, launch new events successfully, and achieve industry recognition. Seeking a senior event marketing leadership role in Australia to leverage my experience and contribute to the success of a dynamic organisation.

Overview

24
24
years of professional experience

Work History

Group Marketing Director

National Media Pty
, Australia
10.2022 - Current
  • Spearheaded the development and implementation of marketing strategies across a portfolio of events, resulting in substantial year-on-year profitability growth.
  • Implemented a robust data strategy to extract actionable insights, enabling targeted campaigns and improved marketing effectiveness.
  • Oversaw marketing budgets, ensuring cost-effective allocation of resources to achieve event objectives.
  • Played a key role in new event launches and acquisitions, contributing to strategic planning and investment decisions.
  • Led the recruitment, onboarding, and development of the marketing team, fostering a high-performing and collaborative environment.
  • Drove the integration and optimisation of marketing technologies and business tools, enhancing overall efficiency and performance.
  • Collaborated closely with Event Directors and Sales Directors to align marketing efforts with overall business goals, ensuring lead generation and sales success.
  • Championed a customer-centric approach, resulting in increased visitor numbers, delegate revenue, and enhanced customer satisfaction (NPS).
  • Achieved a 158% increase in visitor attendance for the acquired Workplace Health & Safety Show in its first edition under new management, with 14% increase in year 2.
  • Drove significant visitor growth for Design Show Australia, with a 38% increase in year one and a 22% increase in year two.
  • Successfully launched AusFitness Expo in Sydney and Melbourne, generating $3 million in revenue in the first year to $4.5 million and 35,000 attendees in year 2.
  • Implemented inbound marketing campaigns that generated over $1.5m in new revenue.
  • Achieved the highest NPS scores across all events for both exhibitors and visitors.
  • Led the data integration with Salesforce and the development of automated customer journeys.
  • Renegotiated registration vendor contract resulting $170k of cost reduction across the business.

Group Marketing Director

Nineteen Group
, UK
11.2020 - 03.2022
  • Led and managed the entire marketing strategy, activities, and team for Nineteen Group, including the successful launch of new events and moving of events during Covid.
  • Represented the marketing function within the Senior Leadership Team, contributing to strategic decision-making.
  • Developed and executed comprehensive marketing plans encompassing a wide range of channels, including direct mail, email, advertising, partnerships, social media, SEO, PPC, PR, and MTE (Marketing through Exhibitors).
  • Managed marketing budgets exceeding £1 million, ensuring cost-effective resource allocation and achievement of event objectives.
  • Implemented a data-driven approach to target exhibitor and visitor marketing campaigns, maximising lead quality and minimising data wastage.
  • Cultivated year-round engagement with event communities through webinars, newsletters, and digital weeks.
  • Oversaw campaign creative and branding, ensuring consistency and alignment with brand values.
  • Provided regular performance reports to management, including lead monitoring, Google Analytics data, and campaign success metrics.
  • Collaborated with external agencies and consultants on paid PPC and social media campaigns.
  • Developed and nurtured strategic partnerships with media outlets and industry associations.
  • Evaluated and integrated new business tools and systems, enhancing marketing efficiency and effectiveness.
  • Managed, hired, and developed a team of permanent, temporary, and freelance marketing professionals.
  • Conducted regular performance reviews and appraisals, fostering professional development and growth.
  • Achieved pre-pandemic budget targets for Nineteen Group in 2021, demonstrating resilience and adaptability in a challenging market.
  • Consistently delivered a minimum of 70 marketing qualified leads per week for the sales teams, contributing to sales success.
  • Maintained a 90% exhibitor retention rate throughout event rollovers during the pandemic, demonstrating strong client relationships and value proposition.
  • Achieved market-leading NPS scores for both exhibitors and visitors for International Security Expo 2021, despite the challenges posed by the pandemic.
  • Successfully launched International Cyber Expo and National Cyber Security Show in 2021, developing the branding and marketing strategy for Retail Technology Show in April 2022.
  • Achieved high exhibitor re-booking rates, with 89% for the Health and Safety Series 2021 and 78% for International Security Expo 2021.
  • Received industry recognition through awards such as the Exhibition News Awards 2022 (Best Feature Area and Show Rising Star) and the AEO Centenary Awards 2021 (Best Conference).
  • Implemented a bi-weekly Security Bulletin newsletter using Caboodle, effectively re-engaging lapsed data and generating new leads.
  • Developed Cyber Security Digital Webinars that generated 4,000 new records, expanding the audience reach and database.

Head of Marketing

Easyfairs
, UK
03.2019 - 10.2020
  • Produced and oversaw strategic marketing plans in line with the overall event goals delivering a fully optimised and results-driven campaign.
  • Developed deep audience understanding to build persona strategies and ensure targeted communication to key audience groups.
  • Optimised the customer journey with a view to maximising the customer experience across all channels and touchpoints.
  • Full budget planning for a budget in excess of €700k, including undertaking blue sky thinking exercises and delivering regular reporting and re-forecasts.
  • Ongoing monitoring and adapting key marketing activity to maximise ROI.
  • Engaged with key industry stakeholders and influencers and utilised ‘friends and family’ network to shape event strategy and generate engaging content.
  • Research, connect and negotiate with media and associations to create effective and lasting partnerships and maximise audience reach.
  • Delivered fully optimised and integrated PPC and digital campaigns on all social media channels to exceed targets.
  • Managed the activity of a marketing team of 4 in the UK and 3 in Paris, including performance reviews and appraisals.
  • 17% increase in visitor numbers for ADF&PCD Paris 2020 with a decrease in the number of suppliers (sellers rather than buyers) attending.
  • Increased C-Level attendance from 15% to 23%.
  • Successfully launched PLD (2,448 attendees) alongside ADF&PCD Paris creating a new vertical audience and delivering record-breaking revenue.
  • 19% increase in attendees from top 20 global brands.
  • Increase of attendees attending from exhibitor sources from 8% to 18%.
  • Reduced CPA by 64% for the PPC campaign.
  • 484% increase in tracked Direct Mail and increase from 3% to 13% of total attendees.
  • Developed new exhibitor list taxonomy to create synergy between sales and marketing systems and improve matchmaking.
  • Re-negotiated Event Guide agreements to create €40k additional event revenue.
  • Developed a year-round monthly newsletter with over 10k subscribers, sourcing speaker, and partner content to increase audience engagement.
  • 29% increase in visitor numbers for ADF&PCD New York.
  • Created synergy and clear communication between UK and Paris office.

Senior Marketing Manager

Informa Exhibitions
, UK
08.2014 - 03.2019
  • Created and delivered targeted strategic marketing plans in line with the overall event goals, continually challenge existing methods.
  • Prepared and agreed budget proposals and ensure all aspects of the plan are delivered within budget through extensive and accurate reporting.
  • Continually monitored marketing outcomes versus objectives and adapt to ensure that all desired objectives were achieved.
  • Negotiate media and association partnerships in order to extend the campaign to the broadest possible relevant audience.
  • Plan and oversee event website, ensuring content is up to date and regularly enhanced to provide fresh content.
  • Work with the senior team, utilising the Steering Committee, to shape future events and marketing strategies ensuring that they continue to be focused and relevant.
  • Manage UK marketing team of 3 direct reports plus oversee dedicated marketing personnel in Singapore ensuring a clear communication structure.
  • Increased year-on-year pure attendance figures for Vitafoods Europe by 73% between 2014 and 2018. (12,239 – 21,132)
  • Increase attendance at Vitafoods Asia by 123% between 2017 and 2018 – 78% over target.
  • Winner ‘Best Marketing Team’ EN Awards 2019.
  • Winner ‘Best Team’ in Informa Global Awards 2019.
  • Outlined business needs for transition into fully integrated marketing systems across Informa’s Global Exhibitions Division (AEM and Eloqua).
  • Planned, researched and launched a fully integrated app, interactive floorplan, and online networking facility to enhance visitor and exhibitor experience, resulting in €40k in revenue in 2017 and €78k in 2018.
  • Successfully launched Vitafoods South America surpassing attendance targets in year 1 by 45% and 19% in year 2.

Marketing Manager - Consumer portfolio

Centaur Media
, UK
05.2008 - 12.2011
  • Implemented marketing plans, including DM, online and offline advertising schedules, PR plans (online & offline), special projects and budget breakdowns.
  • Undertook in-depth post-campaign analysis and year-on-year comparisons in order to shape future marketing strategies.
  • Analysed customer and supplier profiles and ensure that brand values and show positioning are correct.
  • Developed show features, content, and launch concepts, working with senior directors, in order to progress brands/products and improve customer experience.
  • Briefed and managed external printers, mailing houses, PR, media buying agencies, and internal design team and ensure that best prices are negotiated.
  • Submitted budget proposals to directors for marketing spend and control annual budget totalling in the region of £800,000.
  • Managed marketing team of 3. Delegated and monitored projects to ensure effective delivery.
  • Winner ‘Best New Marketing Initiative’ at Centaur Media Awards 2007 for e-ticketing of Homebuilding & Renovating Shows resulting in the database increasing by over 300% and a significant increase in attendee conversion rates.
  • Set up key marketing partnerships with leading industry bodies and major retail outlets. Increased show profile, and ticket distribution by 100,000 (20%).
  • ‘Consumer Marketing Manager of the Year’ finalist in Exhibition News Awards 2011.
  • Increased visitor numbers by 30% in year 2 of The National Home Improvement Show 2010.
  • Continually surpassed visitor and revenue targets by between 4 – 12% for all HB&R events.

Multiple junior roles

01.2001 - 05.2005

Education

BA Hons - Marketing with Sports Studies

University of Stirling
01.2000

HNC - Leisure Management

Stow College
Glasgow
01.1996

Skills

  • Brand development
  • Team leadership
  • Partnership development
  • Customer segmentation
  • Conversion rate optimization
  • P&L management
  • Strategic planning
  • Marketing strategy development

Hobbies and Interests

I am passionate about sport and play cricket and golf as well as actively keep fit. I am a former team captain and committee member at Hampstead Cricket Club and have played cricket at representative level. I enjoy being active and outdoors with my family and socialising with friends.

References

Available upon request.

Timeline

Group Marketing Director

National Media Pty
10.2022 - Current

Group Marketing Director

Nineteen Group
11.2020 - 03.2022

Head of Marketing

Easyfairs
03.2019 - 10.2020

Senior Marketing Manager

Informa Exhibitions
08.2014 - 03.2019

Marketing Manager - Consumer portfolio

Centaur Media
05.2008 - 12.2011

Multiple junior roles

01.2001 - 05.2005

BA Hons - Marketing with Sports Studies

University of Stirling

HNC - Leisure Management

Stow College

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COLIN WILLIAMS