Mike Hughes

Responsible for the formulation and implementation of the full marketing campaign across the dmg :: energy group. Products include ADIPEC, Oil Barons Charity Ball and Pipeline Magazine. Key achievements include:

- Overseeing the transition of one of the largest exhibitions in the Middle East from a bi-annual event to an annual event
- Delivered ADIPEC’s most successful event in history where visitors numbers increase by 20%, exhibiting space by 16% and international reach by 5%
- Delivered a conference marketing campaign that raised more than US$1.2 million in delegate revenue
- Was responsible for a marketing budget of more than US$1 million but still had to closely track and monitor marketing spend.
- Successfully cleaned and built the energy database whereby more than 15, 000 new records were added in 5 months in key development areas around the GCC.
- Developing the web offering for ADIPEC so the event website including more pages and acted as a data capture source. The web improvements have resulted in web traffic significantly increasing including the number of unique visitors, pages viewed and time spent on site.
- Introduced the first Mobile App for ADIPEC which included an interactive floor plan, full interactive schedule of events plus a networking system for pre-registered visitors.
- Increased online visitor pre-registrations by 25% more than the same period previously. This includes more international registrations and registrations from the GCC, which was one of the event’s key objectives.
- Working with an industry association (SPE), building a conference programme which was the largest ever and included more paper submissions from more countries.
- Helping to develop and implement the marketing campaign for both the 2011 and 2013 Oil Barons Charity Ball which on both occasions raised over 1 million AED for charity - more than double previous contributions.
- Increased Pipeline Magazine circulation to 8, 500, introducing a full BPA audit to make the magazine the most widely distributed industry magazine within the Middle East.
- Managed a Marketing Executive who helped oversee the implementation of the marketing campaigns across both the ADIPEC exhibition and conference.

ADIPEC 2012 has been shortlisted for the Middle East Event Awards Trade Show of the Year

6 month contract where I responsible for the formulation and implementation of the full marketing campaign for GITEX Technology Week. Introduced new online initiatives including:

- New fully interactive Exhibitor Zone, allowing exhibitors to upload company profiles, videos, press releases and new products launches, increasing their visibility to the visitors.
- A new online match making facility, allowing visitors to pre-book appointments, maximising their time on site and providing a visible return on investment to the exhibitors pre-show.
- Working with a social media agency, introducing a full social media campaign across the major social media platforms - Facebook, LinkedIn, Twitter and YouTube which all fed through to the main event website - increasing traffic. Also created a 1st blog site for the event which again fed through to the main website.
- Increased web traffic YOY, both in terms of visitors, page impressions and time spent on site.

Was also responsible for managing an Emirati Marketing Executive plus a summer Intern.

Responsible for the formulation and implementation of the subscription marketing campaigns to increase subscribers to MEED magazine and the website. Key achievements and responsibilities include:

- Managing and implementing the marketing campaigns for MEED magazine and website.
- Increasing subscription levels and beating 2010 Q1 targets - the first time this had been achieved for some time.
- Implementing a new online subscription microsite.
- Introducing new campaign creative for the coming year.
- Managing a Marketing Assistant and 3 telesales staff members.

Responsible for implementing comprehensive exhibitor and visitor marketing campaigns across three distinct Middle East focused exhibitions (NAJAH Education Training Careers, Halal World Expo and PALME Middle East). Key achievements and responsibilities include:

- Managed the marketing campaigns and budgets across the three exhibitions.
- In conjunction with the Exhibition Director, developed the marketing strategy for each of the three exhibitions.
- Grew visitor numbers on NAJAH 2008 by 50% YOY through a mixture of mass media promotions and targeted online promotions, including specific promotions to schools, colleges and universities.
- Built relations with government and associations such as the Ministry of Education and Abu Dhabi Education Council.
- Increased pre-registered visitors on PALME Middle East by 49% YOY via an integrated online and offline campaign.
- Increased visitors per square metre YOY by 16% on PALME Middle East in tough economic times.
- Generated over AED 22, 000 in conference delegate fees through an integrated campaign with the main exhibition promotion - this revenue was unbudgeted.
- Improved the web offering, in terms of usability, with web click throughs greatly increasing across all 3 exhibitions.
- Managed and coached marketing team members.
- Introduced new online business matching programme for both Halal World Expo and PALME Middle East.
- Working with the Exhibition Director, played an active role in developing the features and offerings of all 3 exhibitions.

Responsible for implementing detailed and diverse exhibitor and visitor marketing campaigns across 7 leading international events. Maintaining strong global brands, whilst working in partnership with local organising partners, key achievements and responsibilities included:

- Developing and maintaining strong relationships with key local partners across a variety of different cultures.
- Managing and improving the online marketing offering for each of the 7 events which include the launch of new websites for each exhibition and the creation of dedicated HTML email campaigns.
- Managing the visitor marketing campaign for IFE Poland 2007 which resulted in a 27% increase in visitor numbers.
- Training and managing an International Marketing Executive, based in the Polish office, learning new cultures and management within those cultures.
- Taking an active role in the development of exhibition features which included a new sponsored onsite restaurant and a New Product Showcase for IFE Poland which could then be rolled out across the IFE Worldwide portfolio.

Started as Marketing Executive for the Glass and Metals portfolio, and within 1 year and my remit expanded to include the Fire and Company Car portfolio’s plus training and coaching a Marketing Assistant. Also took a leading role in developing the circulation for the entire business magazines within dmg world media, business division. Key responsibilities and successes included:

- Trained and oversaw development of a new Marketing Assistant who had no prior marketing experience.
- Introduced and developed a new and improved website for the Fire exhibition resulting in increased usability and the site generating over £10K sales revenue to date, plus higher visitor pre-registrations.
- Successfully promoted and organised the last Company Car In Action event before being sold off resulting in the number of visitor drives for each exhibitor significantly increase on previous years. Conducted more online marketing, which resulted in increased exposure in a more cost effective way.
- Designed and produced an integrated marketing campaign to improve the age and quality of circulation data across the entire business portfolio magazines (8 magazines in total). Project resulted in the 1st co-ordinated campaign across all 8 magazines which included both online e-mail promotions plus carrier sheet promotions driving respondents to the website. Campaign resulted in not only the age and quality of the data increasing but also significant cost savings through an integrated and co-ordinated approach.
- Re-branded the entire Glass portfolio, strengthening the presence of the group within the market.
- Successfully promoted the largest Glassman event in recent years. New online techniques were introduced which resulted in cost savings within the marketing budget whilst still delivering an 87% increase on previous year’s attendance. Show also saw 2 new features at the exhibition - a VIP programme and Partners Programme.
- Co-ordinating and implementing the 1st company wide marketing project which involved the creation of new media files for all of dmg world media’s business publications which resulted in significant cost savings for the business

I was responsible for the subscription sales and general marketing for the Farmers Weekly Group portfolio of publications. I produced and devised marketing campaigns - both online and offline - to increase subscription sales and support publishing management. During May 2004, subscription sales were at their highest ever levels, despite a declining market with online subscriptions significantly increasing YOY. Was shortlisted for Marketing Campaign of the Year in the company achievement awards and shortlisted for Subscription Magazine of the Year at PPA Industry Awards

Prior to moving to the Farmers Weekly Group, I was responsible for 15 titles where I assisted the Newstrade Operations Manager to formulate and produce newstrade circulation strategies within agreed journal and market objectives, constantly communicating with external distributors and internal marketing and publishing management. Won internal award - Publishing Support Newcomer of Year.