Senior Manager - Marketing (Temporary) at American Institute of Certified Public Accountants in Durham, North Carolina

Job Description:

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:

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.

Managing a multi-disciplinary agile delivery squad, this role will deliver value propositions and execute go-to-market plans, driving growth and value for the organisation and delivering world-class customer experiences in the area of customer acquisition, candidate progression, candidate and member retention and experience and product sales.

Accountabilities & 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 ranging from £1m – £250m.


• 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.


• Commission and collaborate on research to identify segment and consumer needs and/or product, competitor and market insights to fuel ideation, creation and development of new value propositions or refinement of existing propositions.


• Develop data-driven proposition business cases for addressing segment needs, work with Content & Platform/technology teams to deliver the right content, platform capabilities and commercial offering, and develop the go to market strategy to meet OKRs.


• Lead cross functional agile delivery squads to deliver on go-to-market strategy and best-in-class marketing planning, campaign execution and management.


• Collaborate with internal and external partner teams including performance marketing, social media creative solutions, communications, PR and brand to develop the optimum strategies and plans to drive relevance with our target segments.


• Manage internal and external media agencies to plan, deliver and execute media plans leveraging a balanced mix of relevant owned and paid channels to drive brand penetration and awareness, customer growth, and revenue.


• 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.


• Manage key quarterly agile planning milestones including ownership of a growth and/or experience backlog, development of canvasses and briefs to support prioritisation of commercial initiatives. Lead and steer planning sessions with your assigned delivery squad.

Supervisory Responsibilities:

• Management and leadership of agile delivery squads through managed service partners.

Knowledge, Skills & Abilities Required:

• 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.


• Strong commercial acumen and strategic, digital and holistic end-to-end approach.


• Detail oriented – you're skilled at planning, organising, prioritising and executing simultaneous projects and activities at once. You can prioritise high impact activities and keep complicated projects moving forward.


• A self-starter attitude and growth mindset – you’re comfortable with constant change and enjoys working in a fast-paced environment.


• Proven track record in making things happen – you are comfortable with failing fast and learning faster, and delivering results quickly and efficiently.


• A creative problem solver and critical thinker – you can think things through analytically, analyse trends, data and information and translate them into customer-centric insights


• Sound understanding of key trends and areas of innovation which influence the way we interact and engage with customers and stakeholders – performance marketing, martech, marketing automation, CRM, segmentation and engagement modelling, subscriptions, CRM, agile working practices, data and analytical tools.

Required Experience, Qualifications & Education:

• Educated to degree level or equivalent


• B2C & B2B2C marketing experience


• Minimum of 5+ years marketing experience 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

Preferred Experience, Qualifications & Education:

• Previous experience with agile desirable


• MBA desirable


• Marketing experience in education, membership/subscriptions business or commercial sector strongly 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.