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Sr. Marketing Manager (Temporary)

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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 existing students, members and engaged professionals to improve retention, satisfaction, penetration rates of our products and average revenue per member resulting in strong advocacy.

 

As a subject matter expert for one of the 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: CPA Students, CIMA Students including International students, AICPA Members and 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

  • Actively seek out solutions across the Association to unlock existing marketing assets to drive KPIs or where new propositions are developed to create them with regard to all Member segments to leverage scale.

  • Establish agile teams 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, Thought leadership, R & D, 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 retention goals for that segment.

  • Work with the BI teams understand the channels of recruitment that lead to best progression and retention in order that the acquisition team amplifies

  • Develop and implement a global ROI 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 Retention 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 reports

Knowledge, Skills & Abilities Required

  • Extensive experience working across the digital marketing mix
  • 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.
  • An academic and commercial personality
  • 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
  • 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

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.

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