Head of Brand and Content

at  OLIVER AGENCY

Established in 2004, OLIVER is the world’s first and only specialist in designing, building, and running bespoke in-house agencies and marketing ecosystems for brands. We partner with over 300 clients in 40+ countries and counting. Our unique model drives creativity and efficiency, allowing us to deliver tailored solutions that resonate deeply with audiences.
As a part of The Brandtech Group, we’re at the forefront of leveraging cutting-edge AI technology to revolutionise how we create and deliver work. Our AI solutions enhance efficiency, spark creativity, and drive insightful decision-making, empowering our teams to produce innovative and impactful results.
ROLE: Head of Brand and Content
LOCATION: Hybrid / London (onsite 2 x per week)

A LITTLE BIT ABOUT THE ROLE AND TEAM:

We have been appointed to partner with one of our clients, an internationally known B2B organisation in the event sector, to drive their Brand and Content marketing pillar forward within their Healthcare division. The portfolio consists of 5x pillars to successfully drive their marketing activities.
The Brand and Content marketing pillar will focus on elevating our client’s brand, to drive brand engagement and awareness and to grow audience engagement. The team will implement digital best practices, own content development and strategy across the digital marketing ecosystem, and enhance audience engagement through all digital touchpoints.
The Head of Brand and Content leads the team within our client’s business, in collaboration with the Account Director. Reporting to Oliver’s Managing Partner, the Head of Brand and Content will be a key player to deliver an excellent brand experience across all touchpoints, focusing on audience development, growing and engaging our audience through the new brand, brand marketing, content marketing, organic social and PR.
The successful candidate will be responsible for setting up this new pillar alongside a team of experienced managers and specialists and driving the rebrand activity to enable success. The objective is to exploit digital channels and deliver successful content marketing strategies to identify new audiences, develop new digital propositions, and create robust test and learn programs. This role comes with measurable revenue objectives, constantly testing, innovating and sharing recommendations with the team.

WHAT YOU’LL BE DOING:

• As well as leading the Digital Centre of Excellence you will be working in partnership with the clients’ Marketing Director and Digital Marketing Leads.
• Lead brand, content, and PR initiatives.
• Govern and standardize our clients’ brand across the portfolio and events.
• Own the healthcare brand and act as the voice of the brand.
• Collaborate with content and editorial teams, digital marketing, and product marketing to grow audiences and increase brand engagement.
• Develop and lead cross-brand messaging and campaigns.
• Manage the main healthcare portfolio website and spearhead TOF activity for multi-product benefit.
• Oversee PR activity and PR agency support across the healthcare portfolio.
• Create effective agency partnerships to deliver award-winning brand campaigns.
• Develop and manage organic social media presence.
• Foster and promote team development and progression within the dedicated Digital Centre of Excellence, and ensure that the team are motivated, and working collaboratively at all oportunity.
• Act as a change management ambassador, demonstrating a positive and constructive attitude towards challenges and change.
• Work closely with our Senior Leadership Team, our client’s senior team, the marketing and sales teams, and external partners and stakeholders, to ensure that the brand and content strategy aligns with the business objectives and supports the growth and retention of customers and audiences.
• Drive innovation and excellence in content creation and delivery, leveraging data, insights, and best practices, to ensure that the content is relevant, timely, and effective.
• You will manage the resources for the dedicated Digital Centre of Excellence, and ensure that the team are motivated, and working collaboratively at all oportunity.
• Ensure strategic marketing objectives are met by optimising content/TOF initiatives, maximising effectiveness and efficiency
• With a focus on new inbound initiatives, work with teams to develop, manage and oversee the execution of new strategic, data-driven marketing plans (beyond BAU delivery) that result in TOF conversions from key target audiences for physical & digital events and products
• Work with event marketers towards achieving ambitious KEMA KPIs across the healthcare portfolio
• Analyse and report trends over time and use these insights to build strategic enhancements to content/channels/campaigns and optimise our inbound strategies
• Enhance customer journeys and product engagement (particularly on main healthcare website) by developing and standardising supporting content strategies and initiatives
• Grow the presence, engagement levels, and value of our social media channels and the impact they have to KEMA growth and conversion to attendees
• Collaborate with event marketers to maximise impact of PR as a performance channel, while ensuring brand governance in delivery
• Curate relevant supporting documents to support/cement the alignment/understanding of the healthcare portfolio’s positioning (such as brand guidelines, tone of voice document, value proposition templates) and ensure accurate delivery
• Share case studies and build best-in-practice audience development initiatives for marketers within the team, healthcare division and Informa Markets
• Lead brand and portfolio initiatives (such as 2024/2025 rebrand)
• Own and constantly evolve the main healthcare website, the portfolio’s promotion (such as stands at events) and any associated collateral
• Increase engagement metrics of audiences acquired TOF into engaged audiences with products/events
• Lead the portfolio’s sustainability positioning and campaign delivery through products – increasing awareness with audiences and supporting event marketers to achieve higher sustainability scoring
• Develop beneficial and impactful relationships with partners that further enhance our TOF capabilities (from content partners to media partners)
• Serve as the voice of the healthcare brand, change management leader and portfolio evangelist.