Latifu Mumuni, MSc

B2B Event Marketing Lead

London, UK07393 193606latifu@icarusreach.co.uklinkedin.com/in/latifumumuni

Ten years’ experience marketing events for a broad range of B2B audiences, from strategy and campaign delivery through to audience growth and performance reporting. I have built, led and developed marketing teams, creating the structure, confidence and momentum needed to deliver high-performing campaigns.

Campaign delivery leadership

Owned campaign delivery across established B2B event portfolios, leading planning rhythms, weekly registration reviews and action tracking across marketing, content, paid media, data and digital teams.

Team leadership & accountability

Led five marketing teams and a 20-person function, creating structure, coaching confidence and keeping delivery momentum across busy public sector event cycles.

Consultancy founder & event performance

Founded my consultancy delivering marketing and forward-deployed AI support for clients.

  • B2B event campaign delivery
  • Team leadership & coaching
  • Weekly registration target tracking
  • Campaign planning meetings
  • Stakeholder management
  • Budget & ROI management

  • CRM & marketing automation
  • Email, paid media & partnerships
  • Audience segmentation
  • KPI & reporting frameworks
  • AI-enabled marketing operations
  • Fast-paced project delivery

Icarus Reach, London — Founder & Marketing Consultant

Founded Icarus Reach to support B2B events, media, travel and publishing clients with marketing strategy, campaign measurement, audience engagement, AI training and practical workflow tools.

  • B2B Event Marketing Advisory: Support event, media and travel organisations with campaign planning, KPI tracking, reporting and email recovery work, including improving inbox placement from 82% to 96% in six weeks.
  • AI Development & Efficiency: Build AI-assisted workflows for sector monitoring, content planning and admin reduction, with human review, brand safety and practical team adoption built in.
  • Founder-Led Marketing Support: Founded Icarus Reach to give event, media, travel and publishing organisations flexible marketing capacity, from short-term cover to longer-term campaign leadership, while leaving teams with practical AI knowledge for future use.

Recent contract work

Economist Impact (Economist Group)

  • Launched the inaugural General Counsel Summit Asia in 8 weeks, building the brand narrative, audience strategy and partner activation plan from scratch to hit 300 delegates.
  • Ran the content programme for Commercialising Quantum and Sustainability Europe, lifting audience engagement by 25% through insight-led promotion and strategic partner collaborations.

Montgomery Group

  • Took over campaign marketing for HRC (Hotel, Restaurant, Catering), a major hospitality event within Food, Drink & Hospitality Week, with 25,000+ verified trade visitors, £1.06bn+ combined attendee purchasing authority, seven co-located events and three days of face-to-face networking.
  • Took on two direct reports, creating structure around campaign priorities, weekly delivery and reporting.

Clarion Events

  • Oversaw campaign management for Creator Economy Live West, the original influencer marketing event for brands, with 500+ brands in the room, 50+ leaders and six topic tracks.
  • Prepared the launch campaign for Creator Economy Live Manchester, building the audience strategy and positioning for the first Manchester edition at Victoria Warehouse.

GovNet Communications, London — Head of Strategic Marketing

Directed the marketing function for the UK's leading public sector events, training and media provider, leading B2B campaigns across government, healthcare, education, technology and justice portfolios.

  • Leadership Scope: Reported to the CEO and led five marketing teams within a 20-person function, supporting 10,000+ annual attendees across conferences, exhibitions, training and media.
  • Delivery Cadence: Ran campaign planning, prioritisation and performance review rhythms, creating clear actions, owners and deadlines across busy event delivery cycles.
  • Registration Performance: Set KPIs and benchmarks across acquisition and commercial return; monitored weekly registration targets to keep campaigns on track.
  • Stakeholder Management: Coordinated marketing, content, paid media, data, digital, sales and event teams to keep campaign delivery aligned with commercial objectives.
  • High-Performance Culture: Trained teams on martech, campaign processes and reporting, improving consistency and operating discipline.
  • Martech & Process: Owned CRM, email, analytics, paid media, reporting and registration journeys, closing data gaps and improving attribution.
  • Budget Stewardship: Managed event marketing budgets from £70k to £200k, balancing spend, channel mix, audience quality and ROI.

GovNet Brands, London — Head of Marketing

Progressive marketing leadership across GovNet's education, government and international event portfolios.

  • Head of Marketing, Inside Government | Apr 2018 – Jul 2023.
  • Head of Marketing, Outstanding Schools (international education) | Oct 2019 – Jul 2023.
  • Portfolio campaign delivery: Led campaigns for 300+ annual public sector events, conferences, forums, summits and trade shows, reaching NHS, local government, central government, education and justice audiences.
  • Go-to-market planning: Built launch plans, audience propositions and channel schedules across email, paid social, SEO, content, partnerships and sales enablement.
  • Audience development: Used sector insight, stakeholder feedback and performance data to refine messaging, segmentation and acquisition routes.
  • Cross-functional delivery: Worked with sales, production, content and operations teams to align campaign priorities, delegate targets, revenue goals and live-event delivery.
  • Brand launches: Grew the Schools and Academies Show into the UK's largest education trade event and helped launch DigiGov Expo, Modernising Criminal Justice and the Higher Education Marketing Conference.

Practical AI for Event Marketing — Foundation — TEMBO Ltd

Scheduled to co-lead a practical AI foundation workshop for a group of 10 event organisers, third-sector workers and publishers. The session will help delegates use AI to plan a real campaign, develop brand-aligned prompts, review outputs safely and build repeatable workflows.

MSc Educational Leadership and Management — University of Portsmouth
BA (Hons) Politics & Sociology — University of Portsmouth

References are available on request.