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Director - Marketing B2B Propositions & Experience

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At The Association, our impact is global. We help people build and grow careers that improve their lives, help communities succeed, and help countries build strong economies. Together, we lead the most influential body of professional accountants and shape the future of the global accounting profession.

What You’ll Do:

Lead a high performing B2B marketing team responsible for delivering global B2B marketing strategies across all channels through partnership with our business development and wider marketing teams. This role will leverage knowledge of market trends to create a strong brand presence, elevate awareness of Association B2B offerings, accelerate growth and retention, and drive revenues.

Key Responsibilities:

  • Develop and lead a high-performing B2B marketing team responsible for proposition and experience, marketing strategy and execution plans for the B2B portfolio, across all channels. Ensure objectives and KPIs for the team are clearly defined, communicated, and achieved
  • Develop and execute a global marketing strategy, brand framework, messaging strategy and delivery roadmap across online and offline channels that supports the Association and B2B sales purpose and strategic objectives (across experience, everyplace, exchange and Evangelism)
  • Work with the Business Area Macro Proposition owners, Content and Marketing teams to support the development of propositions to underpin B2B revenue delivery, ensuring all marketing activities are executed effectively.
  • Work closely with the Business Development teams to drive customer growth and awareness, identifying opportunities to reach new market segments
  • Collaborate with teams across the Association (e.g., Advocacy, Research, Ad Sales, Conferences) to identify and deliver opportunities to enhance the Association’s reputation and success in B2B markets
  • Manage the B2B marketing budget, linked to key deliverables and ensuring a strong return on investment, by working with Business Development and Marketing leadership to determine priorities, forecasts, and budget allocations. Continuously assess and benchmark marketing activities and performance to ensure ongoing improvements to outputs and value added

About You:

  • Excellent management and leadership experience, inspiring a team to high standards under tight timelines and ultimately to business growth
  • Strong relationship management, collaboration, and stakeholder management skills across internal and external audiences
  • Test & learn mindset and approach, and confidence in creating and embedding new outcome-focused processes
  • Continuous improvement mindset and strong analytical skills to measure activity success
  • Ability to consider and adapt to a wide range of issues/ across, and related to, the organization and the profession. Goal orientated with ability to work under pressure to deliver multiple simultaneous projects
  • Ability to identify business opportunities for the organization with strong commercial awareness
  • Ability to control costs and think in terms of profit, loss and added value

Required Qualifications & Education:

  • Degree level education
  • Proven experience growing B2B revenue via marketing
  • Experience in delivering successful account-based marketing strategies
  • Significant digital acquisition experience, across all channels, with ideally broader experience across brand, partnerships, and channel marketing
  • Significant experience of marketing campaign management
  • 8-10+ years of relevant work experience in leadership roles with operational budget responsibility including:
    • Global marketing experience and proven success within digital, CRM and sales and marketing
    • Proven global experience in creating integrated, holistic, and personalized customer journeys and experience for B2B audiences
    • Disruptive marketing and customer experience in either consumer products, technology, or education

Who We Are

At The Association, we are transforming the accounting and finance profession. We are future-focused, empowering the world’s most highly skilled accountants to stay relevant, meet today’s demands, and prepare for tomorrow’s challenges through quality education, resources, and training. 

Learn more about The Association on LinkedIn and our Career Site

How We Support You 

We provide flexibility to help you achieve a good work-life balance. You’ll be part of a global, diverse team who foster an environment of inclusion and belonging where you are valued for who you are and where you come from.

We offer benefit options that support your wellbeing, in and out of the workplace, including healthcare, retirement, paid time off, parental leave, and an employee assistance program. We provide tools and resources that support your mental health, and continuously evolve our offerings in order to meet your needs. 

We believe in non-stop learning and are committed to investing in learning opportunities that help you reach your full potential and support your continued development.

Ready to help shape the future of the accounting profession at The Association? Apply today at https://us.aicpa.org/career.


Equal Employment Opportunity

The Association of International Certified Professional Accountants is committed to creating a diverse environment and is proud to be an equal opportunity and affirmative action employer. All employment decisions are based on business needs without regard to race, color, ethnicity, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, veteran status or any other applicable legally protected status. All qualified candidates are encouraged to apply.


If you are an applicant with a disability who is unable to use our online tools to search and apply for jobs, please send an email to HumanResources@aicpa-cima.com

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