Head of Brand Marketing - Events (FTC)

M&I

Head of Brand Marketing - Events (FTC)
Borough, South London (SE1 1EP) - Hybrid
Fixed‑Term Contract until 30 June 2027

M&I

M&I, launched in 2006, brings together high-calibre meeting planners and exhibitors from the hospitality industry through a series of standout events across Europe, the Middle East, and the Americas. Our portfolio includes M&I Expo, M&I Flagship, M&I Healthcare, and M&I Luxe. We create beautifully crafted events that spark meaningful engagement, from curated 1-2-1 meetings to immersive moments that showcase exceptional destinations, hotels, venues and MICE services. Our events take place across Europe, the Americas and the Middle East in some of the world's most extraordinary destinations.

Part of Worldwide Events Group

M&I is part of Worldwide Events Group, founded in 2007 and now a recognised leader in global MICE and luxury travel. Across our events, we bring people together and facilitate meaningful relationships, a philosophy we call H2H, human-to-human connection.
Innovation drives our evolution. We’re embracing the role of agentic AI to elevate personalisation, streamline event design and create smarter, more intuitive experiences for our global communities.

Our Sister Brand: Private Luxury Events

Alongside M&I, Private Luxury Events champions the ethos Expect the Extraordinary, delivering world-class experiences to the Luxury Travel community through Amour, Private Luxury, TFest and Ultra.

The Role

This is a fixed-term contract position (with the potential to become a permanent role) for an exceptionally creative and experienced marketing leader.

As Head of Brand Marketing, M&I, you will play a pivotal role in shaping the future of one of the most dynamic event portfolios in the global MICE sector. You will lead a talented team of two Marketing Managers and work closely with our internal Design, content, and dev team members to deliver high-impact campaigns that strengthen our brand visibility, community engagement, and industry influence across established and emerging markets.

This role is central to our ambitions to expand our presence in the Americas while continuing to strengthen our market-leading position in Europe.

This is a hands-on, player-coach role for an experienced and highly collaborative marketing leader who can balance creative thinking with operational excellence. You will be expected to remain closely connected to campaign delivery, actively support and develop your team, and contribute directly to key initiatives when required.

You will be equally comfortable leading brand storytelling, developing thought leadership content, nurturing strategic partnerships, launching new events, strengthening community engagement, and building tactical plans to support market expansion.

Success in this role will depend on your ability to build trusted relationships across the global MICE community, positioning M&I as one of the industry's most connected, influential, and respected platforms for business relationships.

We are looking for a confident, creative, and commercially aware leader who thrives in a fast-paced environment, can manage multiple priorities simultaneously and enjoys building strong relationships with colleagues, customers, partners, and stakeholders.

You will report directly to the Director of Marketing, Worldwide Events, initially for a handover period and then to the Managing Director of M&I.

Responsibilities

Marketing Planning

Translate M&I commercial goals into measurable marketing plans with clear ROI metrics.
Partner closely with commercial, operational and performance marketing teams to align marketing activity with sales pipeline objectives, attendance targets, and wider business priorities.
Develop tactical plans to strengthen brand presence, audience engagement, and community growth in new regions, particularly the Americas.
Drive the successful launch and positioning of new event concepts, including M&I Expo and US Healthcare.
Identify opportunities to increase brand visibility, audience reach and market penetration through innovative marketing initiatives.

Brand Campaign Management

Lead the development and execution of integrated brand campaigns across digital, email, social, content, and partner channels.
Support sales teams in developing sponsorship opportunities and tailored marketing packages and campaigns that deliver value to partners.
Support the Future Solutions team in securing and nurturing event partnerships through successful marketing campaigns and tailored packages whilst ensuring the successful delivery of associated marketing commitments.
Use analytics, audience insight, and AI-powered tools to optimise brand campaign creative and messaging continuously.
Work closely with the performance marketing function to ensure customer communications dovetail and that messaging and brand positioning remain aligned throughout the customer journey.

Brand & Creative Leadership

Champion the M&I brand, ensuring it reflects innovation, quality, and leadership within the global MICE community.
Oversee brand consistency and creative excellence across all customer touchpoints.
Collaborate closely with the Head of Design, creative team and external partners to develop compelling, differentiated brand storytelling.
Champion an AI-first approach within the team to content creation and campaign development.
Ensure all campaigns reinforce M&I's unique position and value proposition within the industry.

Content Strategy & Community Engagement

Lead our team to develop engaging, high-quality content across all channels to strengthen customer loyalty, brand affinity, and audience engagement.
Develop and implement a community engagement strategy that creates meaningful connections with buyers, suppliers and industry stakeholders and leverages their audience and influence – (liaise with our commercial teams to understand key client relations and draw on their industry knowledge).
Working with our commercial teams, optimise and build ambassador, influencer and advocacy programmes that amplify M&I's reach, credibility, and industry influence.
Under the direction of the Director of Marketing/MD M&I supports strategic industry collaborations that increase audience growth and engagement.
Lead PR plans, be the key point of contact for media partnerships and drive thought leadership initiatives to strengthen M&I's visibility both within and beyond its existing audience (and improve our credibility and visibility for AI search).
Work with the brand marketing team to develop a thought leadership programme that positions M&I as a leading voice within the industry and supports entry into new markets.
Work with the performance marketing team to ensure that all content is optimised for AIEO, GEO, SEO, and emerging search behaviours.

Industry Relationships & Partnerships

Taking direction from the Director of Marketing and or MD M&I, build and maintain strong relationships with industry associations and partners and support ongoing relationships with critical event partners, including destinations, tourism boards, and CVBs.
Identify ongoing opportunities for industry collaborations that strengthen M&I's authority, reputation, and visibility.
Represent the M&I brand externally at industry events, networking functions and strategic meetings as directed by the Director of Marketing or MD M&I.
Develop partnerships that increase customer value, extend audience reach and support commercial objectives.
Act as a visible advocate and ambassador for the M&I brand within WWE and its community.

Team & Budget Management

Lead, mentor, and develop a high-performing marketing team, fostering creativity, accountability, and continuous learning.
Create a collaborative, supportive and high-energy team environment that encourages innovation, provides clarity and context to decisions, and enables professional growth.
Manage departmental budgets effectively, ensuring strong ROI and operational efficiency.
Establish clear KPIs, reporting frameworks and performance dashboards to guide decision-making and measure success.
Ensure effective prioritisation of resources and workload across a busy events calendar.

Market Intelligence & Insights

Ensure the team intelligently deploys AI tools, research platforms, and benchmarking dashboards to monitor competitor activity, customer sentiment and market trends.
Combine data-driven insight with customer feedback and industry intelligence to continuously improve campaign effectiveness and customer value proposition.
Identify emerging opportunities, audience shifts and market developments that may influence future growth plans.
Encourage continuous learning and professional development across the team through industry engagement and training opportunities.

Due to the nature of our work, you may occasionally be required to work outside standard hours to support events or meet key deadlines

Requirements

You’ll thrive in this Head of Brand Marketing role if you bring:

Proven experience in a senior marketing leadership role, ideally within B2B events, travel, hospitality, media, or membership/community-led businesses.
Previous experience leading and developing marketing teams.
Strong brand marketing and content strategy experience.
Demonstrable success in building engaged communities, customer loyalty and audience growth.
Experience developing strategic partnerships and managing external stakeholders.
Commercially minded, with the ability to connect marketing activity to measurable business outcomes.
Excellent project management, budget management, and prioritisation skills.
Exceptional written, verbal and presentation skills.
Highly collaborative leadership style with strong relationship-building skills.
Adaptive thinker with natural creativity, curiosity, and exceptional attention to detail.
Comfortable working at pace and managing multiple priorities simultaneously.
AI-first marketing knowledge, enthusiasm, and willingness to embrace new technologies.

Desirable Qualifications and Experience

Knowledge of the global MICE, events, hospitality, or travel sectors.
Experience supporting international market expansion.
Experience developing ambassador, influencer, or advocacy programmes.
PR, media relations or thought leadership experience.

Benefits

We offer a thoughtful package designed to support your wellbeing, growth, and work–life balance.

Salary bracket for this role: £55,000 up to £60,000 DOE.
28 days holiday plus UK bank holidays, with additional days awarded for length of service.
A centrally located London office with a summer terrace within walking distance of the world-famous Borough Market.
Regular employee social events supported by our Happiness & Culture team.
Monthly contribution towards Bupa private health insurance (post probation).
Employee Assistance Program offering confidential wellbeing support.
Enhanced maternity and paternity leave to support growing families.
4 pm Friday finish!

How to Apply

We review applications on a rolling basis and will close the role once we’ve found our match. To avoid disappointment, apply via the button shown.

Our Commitment to Diversity

We foster an environment where everyone feels respected, valued, and able to thrive. We welcome individuals of all backgrounds, identities, and lived experiences, including differences in gender identity, orientation, expression, age, race, ethnicity, physical or mental ability, neurodiversity, religion or belief, and socio‑economic background. Our diversity strengthens our perspective, fuels innovation, and deepens our connection to the clients and communities we serve around the world.

Find Out More