📌 Core Information
🔹 Job Title: Digital Marketing Manager – Paid & Direct
🔹 Company: Informa Group Plc.
🔹 Location: Kuala Lumpur, Malaysia
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: April 14, 2025
🔹 Experience Level: Mid-Senior level (5-10 years)
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading performance-driven digital marketing efforts across the ASEAN region
- Scaling paid media strategy and direct engagement channels to generate high-quality leads and drive conversions
- Managing agency partners and collaborating with stakeholders to ensure marketing investment translates into business impact
- Operating at the intersection of campaign strategy, data analytics, and performance optimization
ASSUMPTION: This role requires a strong performance marketing mindset, with a focus on growth, innovation, and data-driven decision making.
📋 Key Responsibilities
✅ Lead Paid Media & Direct Response Campaigns
- Own the strategy and execution of paid digital campaigns across ASEAN markets
- Oversee always-on and campaign-based media plans to support brand awareness, lead generation, and nurturing
- Develop and manage budgets, KPIs, and performance metrics to ensure ROI-focused campaign delivery
✅ CRM & Marketing Automation Strategy
- Lead direct marketing initiatives through email, marketing automation platforms, and dynamic segmentation strategies
- Partner with commercial and content teams to design nurture flows, trigger campaigns, and conversion-focused email sequences
✅ Performance Monitoring & Optimization
- Leverage analytics tools to evaluate campaign effectiveness and identify actionable insights
- Continuously test and optimize audience targeting, messaging, bidding strategies, and landing page performance
✅ Regional Stakeholder Collaboration
- Serve as the performance marketing lead for internal business units and key stakeholders in ASEAN
- Provide strategic digital consultation to align marketing initiatives with commercial priorities and growth targets
✅ Team Management & Agency Oversight
- Lead and develop a small, high-performing digital team focused on paid and direct channels
- Manage digital agencies and partners to ensure media execution aligns with strategy, quality standards, and performance targets
✅ Champion Paid Media Innovation & Best Practices
- Keep abreast of platform algorithm changes, ad tech innovations, and performance marketing trends
- Pilot new ad formats, audience strategies, and data enrichment tools to enhance targeting and efficiency
ASSUMPTION: This role requires strong leadership, strategic thinking, and a hands-on approach to digital marketing.
🎯 Required Qualifications
Education: Bachelor's degree or above in Marketing, Digital Media, Communications, or related field.
Experience: 5+ years of digital marketing experience with a strong emphasis on paid media, performance marketing, and CRM.
Required Skills:
- Proven success in managing paid campaigns across Google Ads, LinkedIn, Meta, programmatic platforms, and regional channels
- Hands-on experience with marketing automation platforms (Eloqua, Marketo, or similar) and CRM systems
- Proficiency with analytics platforms (e.g., Google Analytics, Looker Studio) and A/B testing tools
- Strong analytical skills with the ability to interpret data, draw insights, and take action
- Excellent stakeholder communication and project management skills in a fast-paced, matrixed environment
- Proficiency in English required; Mandarin Chinese is a strong advantage
Preferred Skills:
- Experience working in the ASEAN region
- Familiarity with Informa's products and services
ASSUMPTION: Candidates should have a proven track record in digital marketing, with a focus on paid media and CRM, and be comfortable working in a fast-paced, matrixed environment.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a mid-senior level digital marketing role in Kuala Lumpur, the estimated salary range is RM 150,000 - RM 250,000 per year (approximately USD 35,000 - USD 58,000).
Benefits:
- Competitive benefits package
- Opportunities for professional development and growth
- Dynamic and inclusive work environment
Working Hours: Full-time position with standard office hours (Monday - Friday, 9:00 AM - 6:00 PM).
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Informa operates in the information services industry, focusing on academic publishing, marketing services, data and intelligence, and digital events.
Company Size: Informa is a large organization with over 10,000 employees worldwide, providing ample opportunities for career growth and development.
Founded: Informa was founded in 1998 and has since grown to become a leading global business-to-business events organizer and digital services provider.
Company Description:
- Informa champions specialists working in academic and business-to-business markets, connecting people with knowledge to help them learn more, know more, and do more.
- The company serves a wide range of specialist markets, including Pharma, Medical and Biotech, Tech, Natural Products, Beauty & Aesthetics, Finance, Research, and Advanced Learning.
- Informa's businesses include Informa Markets, Informa Tech, Informa Connect, and Taylor & Francis.
Company Specialties:
- Academic Publishing
- Marketing Services
- Data & Intelligence
- Digital events
- Exhibitions
- Specialist content
- Research
- Consultancy
- Digital services
- Lead generation
- B2B markets
- and Academic markets
Company Website: www.informa.com
ASSUMPTION: Informa's diverse range of businesses and global presence offer candidates the opportunity to work on various projects and gain exposure to different markets.
📊 Role Analysis
Career Level: This role is at the mid-senior level, requiring a proven track record in digital marketing and strong leadership skills.
Reporting Structure: The Digital Marketing Manager – Paid & Direct will report directly to the Regional Marketing Director and collaborate with internal business units and key stakeholders in ASEAN.
Work Arrangement: This is an on-site role based in Kuala Lumpur, Malaysia, with the possibility of occasional remote work.
Growth Opportunities:
- Progression to a regional or global marketing leadership role within Informa
- Expansion of responsibilities to include additional marketing channels or regions
- Development of skills in areas such as strategic planning, team management, and stakeholder communication
ASSUMPTION: Informa's large size and diverse range of businesses provide ample opportunities for career growth and development within the organization.
🌍 Location & Work Environment
Office Type: Informa's Kuala Lumpur office is a modern, collaborative workspace designed to foster creativity and productivity.
Office Location(s): MY Kuala Lumpur Sunway Visio Tower, Kuala Lumpur, Malaysia
Geographic Context:
- Kuala Lumpur is a vibrant, multicultural city with a thriving business ecosystem
- The city offers a high quality of life, with numerous entertainment, dining, and recreational options
- Kuala Lumpur is well-connected by public transportation, making it easy to commute to and from the office
Work Schedule: Standard office hours (Monday - Friday, 9:00 AM - 6:00 PM) with flexibility for occasional remote work.
ASSUMPTION: Kuala Lumpur's dynamic business environment and high quality of life make it an attractive location for digital marketing professionals.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR department
- In-depth interview with the hiring manager and relevant stakeholders
- Final interview with the Regional Marketing Director
Key Assessment Areas:
- Digital marketing expertise and strategic thinking
- Leadership and team management skills
- Stakeholder communication and collaboration
- Cultural fit and alignment with Informa's values
Application Tips:
- Highlight relevant experience and achievements in digital marketing, with a focus on paid media and CRM
- Tailor your resume and cover letter to emphasize your fit for the role and Informa's company culture
- Prepare for behavioral and situational interview questions that assess your problem-solving skills and leadership potential
ATS Keywords: Paid Media, Digital Marketing, CRM, Performance Marketing, Google Ads, LinkedIn, Meta, Programmatic, Marketing Automation, Analytics, Stakeholder Communication, Team Management
ASSUMPTION: Informa's hiring process is designed to assess candidates' technical skills, leadership potential, and cultural fit for the organization.
🛠️ Tools & Technologies
- Google Ads
- LinkedIn Ads
- Meta Ads (Facebook, Instagram)
- Programmatic platforms (e.g., Google Display & Video 360, The Trade Desk)
- Marketing automation platforms (e.g., Eloqua, Marketo)
- CRM systems (e.g., Salesforce, HubSpot CRM)
- Analytics platforms (e.g., Google Analytics, Looker Studio)
- A/B testing tools (e.g., Optimizely, VWO)
ASSUMPTION: Familiarity with these tools and platforms is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric
- Inclusive and collaborative
- Committed to excellence
- Agile and innovative
Work Style:
- Dynamic and fast-paced
- Matrixed organization with cross-functional collaboration
- Data-driven decision making
- Focus on continuous learning and improvement
Self-Assessment Questions:
- How have you demonstrated customer-centricity in your previous roles?
- Can you provide an example of a time when you had to manage multiple stakeholders with competing priorities?
- How do you stay up-to-date with the latest trends and best practices in digital marketing?
ASSUMPTION: Informa values candidates who align with their customer-centric, inclusive, and excellence-driven culture, and who thrive in a dynamic, collaborative work environment.
⚠️ Potential Challenges
- Managing multiple agency partners and internal stakeholders across the ASEAN region
- Keeping up with the fast-paced nature of the digital marketing landscape and platform algorithm changes
- Balancing short-term campaign performance with long-term strategic goals
- Adapting to a matrixed organization with cross-functional collaboration
ASSUMPTION: These challenges require strong leadership, strategic thinking, and excellent communication skills to navigate successfully.
📈 Similar Roles Comparison
- Compared to other digital marketing roles, this position has a stronger focus on paid media and direct engagement channels
- Informa's diverse range of businesses and global presence offer candidates the opportunity to work on various projects and gain exposure to different markets
- Career progression in this role could lead to regional or global marketing leadership positions within Informa
ASSUMPTION: This role offers unique opportunities for growth and development within Informa's large and diverse organization.
📝 Sample Projects
- Developing and executing a regional paid media strategy to drive lead generation and conversions for an upcoming industry event
- Optimizing a marketing automation workflow to improve email open rates and click-through rates for a targeted customer segment
- Conducting A/B testing on landing pages to improve conversion rates for a product launch campaign
ASSUMPTION: These sample projects illustrate the hands-on, data-driven, and strategic nature of the role.
❓ Key Questions to Ask During Interview
- How does this role fit into the overall marketing strategy for the ASEAN region?
- What are the key priorities for the first 90 days in this role?
- How does Informa support the professional development and growth of its marketing team members?
- What are the most challenging aspects of working in a matrixed organization, and how can I best navigate them?
- How does Informa measure the success of its digital marketing campaigns, and what KPIs are most important for this role?
ASSUMPTION: These questions demonstrate your interest in the role, the company, and its culture, and help you make an informed decision about the opportunity.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and fit for the role and Informa's company culture
- Prepare for the interview process by researching Informa's businesses, values, and recent marketing campaigns
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about the next steps in the process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
