Strategic Marketing, Associate Director

Global Sources; Hong Kong; On-site; HKD 900,000 - 1,300,000; Full time

Job summary

Global Sources is seeking a Senior Strategic Marketing Leader in Hong Kong to translate market intelligence into targeted marketing strategies, driving high-quality visitor acquisition and engagement for tradeshows. You will define segments, craft value propositions, and guide content across campaigns while collaborating with exhibitors and buyers.

The role emphasizes building partnerships, overseeing Demand Generation, and leading a team of Strategic Marketing Managers.

Qualifications

• Bachelor’s or Master’s degree in Marketing, Communications, International Relations, or Business.
• 8-10 years in B2B marketing, strategic marketing, or event marketing.
• Proven track record in developing marketing strategies and driving measurable outcomes.
• Experience managing teams (minimum 1-2 years preferred).
• Strong strategic thinking and commercial acumen.
• Ability to connect market insights with business outcomes.
• Advanced stakeholder management and leadership skills.
• Strong analytical and decision-making capabilities.
• Strong English and Chinese communication skills.
• Proficiency in CRM, marketing automation, and analytics tools.
• Experience with data-driven marketing and performance optimization.

Responsibilities

• Translate market intelligence and buyer insights into targeted marketing strategies for high-quality visitor acquisition.
• Define priority visitor segments and personas based on trends, exhibitor demand, and data.
• Develop value propositions and align event positioning with buyer needs.
• Identify high-growth sectors and focus areas for recruitment and content development.
• Set content direction and narrative frameworks across campaigns and channels.
• Build event partnerships to reinforce positioning and value propositions.
• Oversee campaign strategy across Demand Generation and Visitor Growth.
• Monitor KPIs and drive optimization based on data insights.
• Lead analysis of customer insights, advisory boards, and post-event data.
• Translate outcomes into strategic improvements and close-loop optimization.
• Act as bridge between Strategy and Marketing; align all functions on targets.
• Manage and mentor Strategic Marketing Managers; develop team capabilities.

Skills

Strategic marketing

Stakeholder management

Data analysis

Market insights

Campaign strategy

Audience segmentation

English-Chinese communication

Education

Bachelor’s or Master’s degree in Marketing/Communications/IR/Business

Tools

CRM

Marketing automation

Analytics tools

Job description

This role is responsible for translating market intelligence, buyer insights, exhibitor insights, and show contents into targeted marketing strategies that drive high-quality visitor acquisition and engagement. This role converts upstream inputs (market trends, exhibitor data, customer insights) into actionable campaign direction and audience segmentation, while feeding downstream performance and matching outcomes back into the system to continuously refine event positioning, content relevance, and visitor quality.

The role is also key in driving future show development direction to gear tradeshows into more market demand-led and more sustainable.

Responsibilities:

Define priority visitor segments and personas based on market trends, exhibitor demand, and historical data.

Develop clear value propositions for each target segment, ensuring alignment between event positioning, content provision and buyer needs.

Identify high-growth sectors and recommend focus areas for visitor recruitment and content development.

Set content direction and narrative frameworks across campaigns and channels

Build event partnerships with external collaborators to reinforce event positioning, value propositions to exhibitors and visitors

Messaging map ownership, to ensure consistency and strategic alignment of all messaging across channels and literatures

Identify major content opportunities (e.g., industry reports, thought leadership themes)

Campaign Strategy & Performance Ownership

Oversee campaign strategy across Demand Generation and Visitor Growth

Monitor performance against KPIs (quality, conversion, cost efficiency)

Drive optimization and reallocation of resources based on data insights.

Customer Insights & Closed-Loop Optimization

Lead analysis of customer insights, advisory boards, and post-event data

Translate business matching outcomes into strategic improvements

Identify structural gaps in audience quality and recommend corrective actions.

Stakeholder Leadership & Cross-functional Integration

Act as key bridge between Strategy and Marketing

Ensure alignment across all functions on target segments and priorities

Influence senior stakeholders on strategic direction.

People Management & Capability Development

Manage and mentor Strategic Marketing Managers

Ensure quality and consistency of outputs across the team

Develop team capabilities in strategic thinking and data analysis

Requirements:

Bachelor’s or Master’s degree in Communications, Marketing, International Relations, or Business.

8-10 years in B2B marketing, strategic marketing, or event marketing

Proven track record in developing marketing strategies and driving measurable outcomes

Experience managing teams (minimum 1-2 years preferred).

Strong strategic thinking and commercial acumen

Ability to connect market insights with business outcomes

Advanced stakeholder management and leadership skills

Strong analytical and decision-making capabilities.

Strong English and Chinese communication skills

Proficiency in CRM, marketing automation, and analytics tools

Experience with data-driven marketing and performance optimization