Area Expert Owner Brand & PR

IBFD is the leading international provider of cross-border tax expertise. An independent, non-profit foundation, IBFD has a long-standing history in supporting and contributing to tax research and academic activities. IBFD utilizes a global network of tax experts to serve Fortune 500 companies, governments, universities, international consultancy firms and tax advisors. IBFD’s core business is research, publishing (online and print) and education in international taxation. All IBFD products are accessible through IBFD’s Tax Research Platform, the powerful online engine behind efficient tax information and research. Founded in 1938 and headquartered in Amsterdam, IBFD also has a local presence in important markets such as North America, Asia and China.

The IBFD Global marketing team

The IBFD Global Marketing (& Communication) department is responsible for developing and executing the global marketing strategy. The department empowers the commercial strategy for IBFD and is responsible for internal communications, and market insights & research for the entire organisation. The global marketing team enables revenue growth, expanding market share and enhancing brand equity on a global scale and plays a key role in advancing IBFD’s purpose. We are proud to be a dynamic, multicultural team representing more than 12 nationalities.

We support the entire organisation to grow sustainably with strong, data and value driven marketing. This entails omnichannel marketing campaigns tailored on ideal client profiles, where client insights form the basis for all client engagements. Our website is a crucial channel for us both from a commercial and purpose perspective.

Overview, purpose of the position

The Brand, PR and Events team supports the growth of the business by deploying Brand Campaigns, enabling local and regional PR, and enforcing the brand in visual and other content as well as supporting with partnerships and events.

The Expert Area Owner Brand, PR & Events is responsible for growing the IBFD Brand through thought leadership, PR, and events, ensuring consistency in brand, (re)positioning the brand. You will join a close-knit team, working collaboratively and hands-on with three other dedicated team members.

To be successful in this role you’ll need excellent verbal, presentation and written communication skills as well as, good interpersonal and influencing skills in English.

Responsibilities & Accountabilities:

• Work with the Brand, PR, and Events team to develop and execute a global brand strategy.
• Foster a culture that attracts, recruits, retains, trains, supports, develops and motivates talented marketing talent to deliver the brand marketing strategy.
• Enable a consistent, strong brand positioning of IBFD: Ensure the IBFD brand is developed and used consistently throughout the world across roles, departments, and functions. Support the efficient and effective communication of a single IBFD brand essence, organizational positioning, and overall value proposition.
• Roll out/deploy assets and incorporate all visual, verbal, and behavioral aspects of the IBFD brand essence and be closely aligned with our stated purpose, vision, mission, values, and behaviors to present a simplified, strategic, organization-wide brand proposition which clearly demonstrates client value.
• Grow brand awareness and create global brand campaigns in close collaboration with the content and campaigns team
• Execute & support events – local and regional – to enable IBFD’s thought leadership & purpose.
• Grow our PR network and develop and execute a PR strategy to reinforce our thought leadership position with the objective of increasing overall brand equity, reach, and engagement with clients, prospects, and targets.
• Coordinate with the Digital Marketing and the Content & Campaigns team to ensure the execution of cohesive and integrated marketing campaigns.
• Manage the brand, PR, and events budget to ensure efficient allocation of resources and maximum ROI.
• Stay abreast of the latest trends and technologies in brand management, PR, and event management to drive innovation and operational excellence.
• Communicate with stakeholders to clearly convey brand, PR, and event strategies and performance.

Key Performance Indicators (KPIs):

Shared with the entire team:

• Optimize conversion rates to ensure a high percentage of visitors complete desired actions, such as purchases or sign-ups.
• Reduce bounce rates by enhancing content relevance and user experience.
• Increase click-through rates (CTR) for advertisements and links.
• Enhance engagement metrics, including average time on site, number of pages per session, and social media interactions.
• Lower cost per acquisition (CPA) to efficiently acquire new customers.
• Boost customer lifetime value (CLV) by fostering long-term customer relationships.
• Number of leads (qualitative), qualified

Role Specific KPIs

• Stakeholder Satisfaction: Feedback from stakeholders on the effectiveness of brand, PR, and events.
• Content Production Efficiency: The ability to produce high-quality content within deadlines and budget.
• Effective creation and execution of events, online & offline
• Reporting to the Global Head of Marketing, the Expert Area Owner Brand, PR, and Events has specific responsibility for ensuring IBFD’s thought leadership content for specific strategic themes has high levels of internal and external engagement and market impact.
• Pro-actively collaborate with all relevant internal stakeholders to ensure delivery against the Brand proposition plan and present the organization with regular and ad hoc updates on the performance against agreed KPIs.

 Education, Training & Required Experience:

• Proven track record and strong understanding of brand management, PR, and event management.
• >7 years of experience in a B2B environment.
• Proven track record of managing successful brand, PR, and event strategies.
• Brand management & PR expertise
• Experience in international BTB event operations is a plus
• Marketing bachelor or University degree.

Travel requirements:

• Occasional business travel

Language requirements:

• English: business fluent
• Any other European language is a plus

IBFD Global Marketing values

• Client Focus: I put internal and external clients at the centre of my thinking
• Accountability: I take ownership and responsibility for my actions
• Respect: I build trust-based relationships to deliver in my role
• Communication: I build personal credibility and interact effectively with others to deliver our organizational objectives
• Achievement: I deliver results and create value
• Leading and Managing Others: I lead, engage, develop and empower my team to achieve our individual and team goals that support the business strategy

Salary & Fringe Benefits

We offer a full-time (37 hours) position with a gross monthly salary between €4,500 and €5,500 (based on full-time employment, 37 hours), depending on background and relevant work experience;

• 8% holiday pay
• 20 holidays
• Flexibility with 5.44% Personal Budget (individual choice to buy up to 13 days extra paid holiday per year or receive an end-of-year bonus)
• Free office lunches on Monday to Thursday
• Premium free pension
• Attractive training and development opportunities.