Senior Manager – Marketing & Transformative Growth Jobs in Durham, NC at American Institute of Certified Public Accountants

Title: Senior Manager – Marketing & Transformative Growth

Company: American Institute of Certified Public Accountants

Location: Durham, NC

Salary: $100K – $150K*

Category: Finance & Insurance

Job Description

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 program to support the value proposition.

Assess the final go to market program 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 program 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 programs 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 & AbilitiesRequired

Excellent people skills and ability to work collaboratively



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