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Senior Manager - B2C Growth & Experience Marketing (FTC)

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Marketing
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472 Total Views

About Us

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.

About the Role

Operating in an agile environment, this role leads on the development of customer growth and experience strategy to drive growth in volume, revenue, ARPM (average revenue per/member) and NPS for the AICPA & CIMA, through research and analysis, strategy development, program management, campaign planning and execution, and ownership of global B2C product and proposition performance.

This role is highly collaborative, working cross-functionally with internal and external partner teams, portfolio initiatives and channel owners. They will drive and support the development of disruptive and innovative capabilities, digital engagement, career development and new experiences for current and prospective candidates, members and engaged professionals.

Key Responsibilities:

  • Develop, own, and deliver the marketing strategy for your portfolio area within growth or experience ranging from:
  • Overseeing a B2C acquisition funnel, optimising at each stage (TOFU, MOFU, BOFU) to increase penetration, relevance, leads and conversions as well as supporting quality acquisition impacting positively on retention, NPS and ARPM.
  • Leading on B2C experience and retention strategy, defining the user journeys and developing lifecycle marketing strategies in support of business goals and revenue targets, contributing to $250m overall P&L accountability.
  • Defining future proposition and platform development to support organisational growth ambitions and goals.
  • Responsibility for the P&L including marketing budget ownership and revenue accountability 
  • Apply an analytical approach and regularly evaluate ways to reimagine and deliver increased relevance, value and deepened commercial relationships with prospective and current candidates, members and engaged professionals through highly personalised, content rich experiences, leveraging the Association’s content access model (CAM) and access walls.
  • Work with pricing, business intelligence and consumer insights teams to develop robust measurement and effectiveness metrics for all marketing activity including ROI, ROAS, CPA, CTRs, NPS, engagement metrics etc.
  • Lead marketing initiatives in the UK and US whilst supporting rest of world markets and local teams through a turn-key toolkit approach.

About You:

  • Great communication skills – a passion for building strong relationships, building credibility, with proven experience to manage agencies as well as internal stakeholders and teams
  • Customer and market centric – you have experience of consumer and market research and analysing data and applying insights to help optimise the customer experience and create value.
  • A self-starter attitude and growth mindset – you’re comfortable with constant change and enjoys working in a fast-paced environment.
  • Sound understanding of key trends and areas of innovation which influence the way we interact and engage with customers and stakeholders – performance marketing, mar-tech, marketing automation, CRM, segmentation and engagement modelling, subscriptions, CRM, agile working practices, data and analytical tools.

Required Qualifications & Education

  • Bachelor’s Degree or equivalent
  • B2C & B2B2C marketing experience
  • Highly experience in various areas of marketing, including digital marketing and channel development, marketing strategy and performance tracking
  • Experience working with different stakeholders at all levels and internal and external partner management
  • International/global marketing experience
  • Experience developing marketing strategy to support organisational objectives

Who We Are

  • At The Association (AICPA + CIMA), 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.

How We Support You

  • We provide flexibility as to when and where you work (based on role) 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.
  • Ready to help shape the future of the accounting profession at The Association? Apply today!

About Us

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.

About the Role

Operating in an agile environment, this role leads on the development of customer growth and experience strategy to drive growth in volume, revenue, ARPM (average revenue per/member) and NPS for the AICPA & CIMA, through research and analysis, strategy development, program management, campaign planning and execution, and ownership of global B2C product and proposition performance.

This role is highly collaborative, working cross-functionally with internal and external partner teams, portfolio initiatives and channel owners. They will drive and support the development of disruptive and innovative capabilities, digital engagement, career development and new experiences for current and prospective candidates, members and engaged professionals.

Key Responsibilities:

  • Develop, own, and deliver the marketing strategy for your portfolio area within growth or experience ranging from:
  • Overseeing a B2C acquisition funnel, optimising at each stage (TOFU, MOFU, BOFU) to increase penetration, relevance, leads and conversions as well as supporting quality acquisition impacting positively on retention, NPS and ARPM.
  • Leading on B2C experience and retention strategy, defining the user journeys and developing lifecycle marketing strategies in support of business goals and revenue targets, contributing to $250m overall P&L accountability.
  • Defining future proposition and platform development to support organisational growth ambitions and goals.
  • Responsibility for the P&L including marketing budget ownership and revenue accountability 
  • Apply an analytical approach and regularly evaluate ways to reimagine and deliver increased relevance, value and deepened commercial relationships with prospective and current candidates, members and engaged professionals through highly personalised, content rich experiences, leveraging the Association’s content access model (CAM) and access walls.
  • Work with pricing, business intelligence and consumer insights teams to develop robust measurement and effectiveness metrics for all marketing activity including ROI, ROAS, CPA, CTRs, NPS, engagement metrics etc.
  • Lead marketing initiatives in the UK and US whilst supporting rest of world markets and local teams through a turn-key toolkit approach.

About You:

  • Great communication skills – a passion for building strong relationships, building credibility, with proven experience to manage agencies as well as internal stakeholders and teams
  • Customer and market centric – you have experience of consumer and market research and analysing data and applying insights to help optimise the customer experience and create value.
  • A self-starter attitude and growth mindset – you’re comfortable with constant change and enjoys working in a fast-paced environment.
  • Sound understanding of key trends and areas of innovation which influence the way we interact and engage with customers and stakeholders – performance marketing, mar-tech, marketing automation, CRM, segmentation and engagement modelling, subscriptions, CRM, agile working practices, data and analytical tools.

Required Qualifications & Education

  • Bachelor’s Degree or equivalent
  • B2C & B2B2C marketing experience
  • Highly experience in various areas of marketing, including digital marketing and channel development, marketing strategy and performance tracking
  • Experience working with different stakeholders at all levels and internal and external partner management
  • International/global marketing experience
  • Experience developing marketing strategy to support organisational objectives

Who We Are

  • At The Association (AICPA + CIMA), 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.

How We Support You

  • We provide flexibility as to when and where you work (based on role) 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.
  • Ready to help shape the future of the accounting profession at The Association? Apply today!

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.

Assistance

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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