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- Tasks: Lead audience segmentation and optimise targeted marketing campaigns using advanced data strategies.
- Company: Join Informa Festivals, a leader in innovative B2B events and marketing intelligence.
- Benefits: Enjoy 25 days annual leave, flexible working, and comprehensive wellbeing support.
- Why this job: Make a real impact in a dynamic environment while developing your career with bespoke training.
- Qualifications: Expertise in Marketo and Salesforce, with strong data management skills required.
- Other info: Collaborate globally and engage in a vibrant community with diverse social events.
The predicted salary is between 36000 - 60000 £ per year.
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.
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 e.g. 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 e.g. Monday.com
- 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
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. 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.
- 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.
- Great community: a welcoming culture with in-person and online social events, our Walk the World charity day and active diversity and inclusion networks
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Segmentation Specialist employer: informa PLC
Contact Detail:
informa PLC Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Segmentation Specialist
✨Tip Number 1
Network like a pro! Reach out to people in your industry on LinkedIn or at events. A friendly chat can lead to opportunities that aren’t even advertised yet.
✨Tip Number 2
Show off your skills! Create a portfolio or a personal website showcasing your work and projects. This gives potential employers a taste of what you can do beyond your CV.
✨Tip Number 3
Prepare for interviews by researching the company and its culture. Tailor your answers to show how your experience aligns with their values and goals. We want to see your passion!
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, we love seeing candidates who are proactive about joining our team.
We think you need these skills to ace Segmentation Specialist
Some tips for your application 🫡
Tailor Your Application: Make sure to customise your CV and cover letter to highlight how your skills match the Segmentation Specialist role. Use keywords from the job description to show we’re on the same page!
Show Off Your Expertise: Don’t hold back on showcasing your experience with Marketo and data management. We want to see your technical know-how and how you’ve used it to drive results in past roles.
Be Clear and Concise: Keep your application straightforward and to the point. We appreciate clarity, so make sure your achievements and experiences are easy to read and understand.
Apply Through Our Website: We encourage you to submit your application through our website. It’s the best way for us to receive your details and ensures you don’t miss out on any updates from our team!
How to prepare for a job interview at informa PLC
✨Know Your Marketo Inside Out
As a Segmentation Specialist, you'll need to showcase your expertise in Marketo. Brush up on your knowledge of database management, custom fields, and segmentation tools. Be ready to discuss how you've used these features in past roles to drive audience engagement.
✨Demonstrate Your Strategic Thinking
This role requires a blend of technical skills and strategic leadership. Prepare examples of how you've developed audience personas or lead scoring models in previous positions. Highlight your ability to align marketing strategies with business priorities.
✨Showcase Your Data Management Skills
Data hygiene and compliance are crucial for this position. Be prepared to discuss your experience with data quality audits, managing data collection standards, and ensuring adherence to privacy regulations. Share specific instances where you identified data gaps and proposed effective solutions.
✨Communicate Effectively
Excellent communication is key in this role, especially when collaborating with cross-functional teams. Practice articulating your ideas clearly and concisely. Think about how you can convey complex data insights in an understandable way to stakeholders who may not have a technical background.
