Rightworks the market-leading cloud technology platform for Accounting Firms provides best in class thought leadership, best practices, education and journalism resources to the Accounting and Tax Community via powerful engagement platforms including Rightworks Academy and CPA Practice Advisor (CPAPA). These serve as the foundation to our profession advocacy and community engagement efforts.
Rightworks Academy is a community of accounting and tax firm members who aspire to accelerate their organizations' paths toward becoming a more Modern Firm. Rightworks Academy delivers the expertise, resources and connections to empower members to achieve greater productivity across all aspects of firm management. Participants can also gain CPE credits for Academy education and events, and come to us to learn how to expand the services they provide to clients, attract and retain top talent, and implement key technologies, through training, coaching, community support and industry-leading guidance.
CPA Practice Advisor (CPAPA) is a leading technology and practice management resource for accounting and tax professionals delivering powerful content in a variety of forms including online, email, events and social media. The www.cpapracticeadvisor.com online publication content includes topical features, implementation advice and serial columns contributed by members of the professional accounting community. CPAPA offers online content, along with online tools, apps, podcasts and webcasts some which qualify for CPA-required Continuing Professional Education (CPE).
As Rightworks continues to expand its products and services relevant to accounting and tax firms, we will introduce and integrate our full range of accounting, tax and security solutions with the CPAPA and Academy audiences.
Job Overview
Rightworks is seeking a creative and proven senior executive to join our team and lead community and the education strategy in 2024 and beyond. The VP will be responsible for expanding upon the Academy value proposition to new and existing members, continue to strengthen CPAPA's existing editorial, custom content and commercial success, and continue to increase Academy membership, deepening engagement as an essential resource for any US-based CPA firm and particularly those within our ideal customer profile (ICP).
The selected leader will work closely with the CPAPA Editor-in-Chief in defining the editorial position, content services and marketing solutions offerings. The ideal candidate will manage business operations so that the online experience provides the audience with high quality content while maximizing revenues and profitability. They will partner with the Senior Director of Content Strategy, internal and external CPA thought leaders, the Rightworks Product team, and the CMO to attract, engage and retain new Academy members as well as introduce relevant Rightworks solutions to prospects and customers across the Academy and CPAPA communities.
Building a robust customer journey from audience member to Rightworks cloud subscriber will be an essential part of this role. We see a virtuous circle where CPAPA audience members become active in the Rightworks Academy and through their exposure to thought leadership, technical innovation and respected peers, evolve into Rightworks customers. We want our communities to be vibrant, engaging and commercially meaningful, creating impact similar to the Salesforce, Adobe and Hubspot communities. We believe our combination of content excellence, profession expertise, community engagement and technical acumen is unrivaled in the Tax and Accounting Space.
The ideal candidate will have knowledge of the accounting and tax marketplace, ideally a CPA or background in running an accounting or tax firm, strong operational management skills and excel at working with internal teams to deliver on growth objectives.
This is a full-time hybrid position in Nashua, NH, reporting to the CMO.
Responsibilities
Rightworks Academy:
Drive the Academy new and existing member growth strategy which will include a subset Rightworks prospects and customers, CPAPA registrants, as well as prospects from other internal databases and direct marketing tactics.
Identify the marketing funnel and acquisition approach that adds value to firms who are seeking the education and coaching that Academy offers.
Support the Academy membership acquisition strategy with data-driven insights and feedback.
Partner with the GTM team (Product, Product Marketing, Marketing and Sales), along with the Sr Director of Content Strategy and Director of Member Retention, to ensure Academy content, coaching, curricula, and community across learning touchpoints (including LMS, events and more) are clear and compelling to the market, matching their needs as they seek tangible ways to modernize their firms.
CPAPA:
Advance the direction and market position for the CPAPA publication so that it conveys a clear identity to readers and advertisers, and is easy to navigate and serve contextually relevant content to accounting and tax firms.
Work with senior leaders to establish goals and the strategies to achieve them. Evolve to a robust digital B2B market leader similar to American Lawyer, VetMedux and Foundry.
Ensure the CPAPA online publication content reflects the editorial position and appeals to our target audience. Monitor the quality of content to support growth in registrants, loyal readers, and revenue.
Build an audience development function supporting strategy development and planning that encompasses new audience acquisition, data science and personalized experiences that contributes to editorial insights.
Work closely with sales and marketing and editorial leader to achieve the right balance of ad revenues and engaged audience growth.
Across both CPAPA and Rightworks Academy, as well as future platforms as applicable:
Implement a content strategy that supports a robust of evolved content experiences, including social media, user generated content, video, podcasts and virtual experiences.
Acquire and engage firms in our ICP who will also be of the size and sophistication to benefit from Academy membership and Rightworks products, including OneSpace.
Ensure operational excellence including oversight of workflow process development and the management, tracking and fulfillment of all products including, newsletters, webinars emails, white papers, podcasts, events and other ways to engage the audience.
Set budgets and make decisions about ways to expand the audience, increase engagement, roll out new systems (if needed) and maximize value of investments.
Focus on audience growth and engagement as THE priority, managing and measuring core KPIs to demonstrate community development and health.
Experience in selecting and implementing the tech stack and setting efficient processes for ad serving software, data enrichment, content personalization, progressive profiling, and more.
Requirements:
Exceptional verbal and written skills
Deep understanding and proven track record growing digital publications and educational experiences including LMS (learning management systems).
Expertise in digital growth strategies for editorial and media sites including SEO optimization, content development, UX, and conversion rate optimization (registrations and membership growth).
Proven ability to create sustainable content, education and thought leadership franchises
Data driven in all aspects of audience growth, cross-sell and retention
Proven ability to work effectively with internal and external teams
Strong operational management experience and proven skills supporting process development and management and guiding cross functional teams.
Detail orientation and deadline-driven with experience managing critical projects to successful completion on time at high quality.
Understanding of audience development and marketing to guide those functions toward offering new personalized experiences for growth and engagement.
Knowledge of the accounting and tax markets
Benefits
To provide best-in-class solutions, we need a best-in-class team. We offer competitive salaries to recruit the best talent. We provide company-paid short and long-term disability insurance, life insurance, and a generous 401K match. We offer highly affordable medical, dental, vision coverage, and many other valuable benefits. We offer a generous PTO bank, and numerous paid holidays, affording you the time to be there for what is important in your life. We encourage giving back to our communities by providing volunteer paid time off. We are proud to be an Equal Opportunity Employer!
This job description may not be inclusive of all assigned duties, responsibilities, or aspects of the job described, and may be amended at any time at the sole discretion of the employer.