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Senior Manager - Marketing & Transformative Growth

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About The Association

Combining the strengths of the American Institute of CPAs and the Chartered Institute of Management Accountants, we empower the world’s most highly-skilled accountants – CPAs and CGMA designation holders – with the knowledge, insight and foresight to meet today’s demands and tomorrow’s challenges. We drive a dynamic accounting profession that works every day to build trust, create opportunity and grow prosperity worldwide.


Summary of Role

Operate as part of a Senior Marketing team to develop, implement, refine and promote new value propositions to attract new Future CIMA Members, New CPA students, New AICPA Members and new Engaged Professionals in order to deliver transformational growth and achieve 3.5m engaged professionals as well as a vibrant, growing and engaged future membership pipeline along with associated revenue growth.


As a subject matter expert for one of the acquisition segments as well as working as part of an Agile team to support the development of new propositions across the portfolio of segments.

    • Segment owner: New CPA Students, New CIMA Students including International students, New AICPA Members and New Engaged Professionals


Accountabilities & Responsibilities

  • Establish clear Research briefs to understand the unfulfilled needs of the target segments across the four identified needs (Continuous skills and knowledge development, Solutions and know how, Career progression and mobility and Connections and networking) in order to drive engagement
  • Establish agile team across the key stakeholder groups to analyse output of the research and develop potential value propositions to contribute to the growth ambitions. (B2B, Content, Learning solutions, Product Qualifications, R & D, Thought leadership, Technology solutions and Pricing).
  • Develop prototypes and develop the go to market plan including working with the Commercial director to establish the right pricing (where chargeable). Carry out further research to test the proposition and refine as required.
  • Establish the final go to market strategy and brief the Marketing services, Digital technology and Communication teams to execute and deliver the full channel communication programme to support the value proposition.
  • Assess the final go to market programme prior to overall review by the director
  • Work with the various Sales and Partner teams to ensure their resources are aligned, that they understand fully (including Sales training) the value proposition, the target audience, the target expectations as well as the go to market programme and global success model to be implemented locally.
  • Partner with the B2B Marketing team to ensure the B2B2C Marketing activity of the ecosystem supporting the B2C growth is aligned
  • Work with the Academic & Student Engagement teams to develop appropriate programmes to support B2C goals.
  • Analyse the performance and retire/adjust/amplify as necessary to ensure strong contribution to the acquisition goals for that segment.
  • Work with the BI teams understand the attrition through the acquisition funnel and develop strategies to reduce.
  • Develop and implement a global mROI and attribution model to enable accurate and consistent reporting on marketing campaign performance, return on investment (ROI) and customer lifetime value (CLV) metrics.
  • Manage the Acquisition marketing budget for the segment
  • Contribute to customer experience projects, programs and initiatives as and when required, acting as the voice of the customer and global marketing strategist.


Supervisory Responsibilities

  • Through internal and external partnerships, no direct report

Knowledge, Skills & Abilities Required

  • Excellent people skills and ability to work collaboratively
  • Sound understanding of key trends and areas of innovation which influence the way we interact and engage with our external customers, internal stakeholders and audiences (digital marketing, new technology, Marketing Automation, CRM, agile working practices, data and analytical tools)
  • Experience in owning and managing multiple projects, with strong attention to detail
  • Strong personal and team management skills and the ability to prioritise work based on the business needs
  • A demonstrable desire to drive personal development to be able to help lead by example and ensure you are at the forefront of new thought leadership and digital marketing techniques.
  • Excellent communication and interpersonal skills with the ability to build credibility with all stakeholders
  • Awareness of the commercial and technical side of a business
  • Able to work autonomously and proactively
  • Strategic thinker with the ability to translate insight, knowledge and analysis into long term plans and translate ideas into action.


Required Experience, Qualifications & Education

  • Educated to degree level or equivalent
  • Extensive experience working across the digital marketing mix
  • Minimum of 5+ years marketing experience including:
  • Experience working with different stakeholders at all levels
  • Global marketing experience
  • Experience developing marketing strategies to support organisational objectives
  • Experience managing and controlling a budget
  • Marketing experience in education, membership schemes or commercial sector (desirable)
  • B2C, B2B2C marketing


Preferred Experience, Qualifications & Education

  • MBA desirable


Why Work for Us?
At The Association, you are part of a global, diverse and talented group of colleagues. You have opportunities to innovate and collaborate in a leading organization that impacts individuals and businesses. You’ll have opportunities to progress while enjoying an exciting work environment that supports and celebrates individual achievement, development and professional satisfaction.

Together, we will lead the most influential body of professional accountants and create the future of the global accounting profession.

We offer competitive benefits, PTO, flexible working principles, and a supportive, collaborative team environment.

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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