This position is responsible for driving Marketing excellence and developing strategies and value propositions to maximize Member (M) and Engaged Professional (EP) engagement, retention, average revenue per person, product penetration rates and a range of satisfaction scores that demonstrate we are meeting the full needs of our Member and Engaged Professionals.
The director will lead the global transformative experience team to develop, deliver and embed a clearly defined and differentiated strategy that will drive value and growth.
Accountabilities & Responsibilities
Primary marketing lead for the marketing global organization with the responsibility to promote marketing excellence and actively sharing best practices and advice across the wider organization.
Responsible for ensuring the right content, products and services are delivered to match our M&EPs needs by working collaboratively with other teams within the Association and responsible for developing a superior and frictionless customer/ member experience, supporting the development of new digital capabilities and channels to market.
Jointly responsible along with Regional VPs for revenue generation and growth for $200M+ including M&EPs and student progression, retention and products and services.
Responsible for defining, managing and executing marketing plans and initiatives that deliver budgeted membership goals, using a variety of marketing techniques (including but not limited to social, digital, automation).
Responsible for defining segments, micro-segments and jobs to be done to better meet the needs of our M&EPs career aspirations to deliver customer satisfaction and ARPM (Average Revenue Per Member) increase.
Provide leadership on M&EPs value initiatives including marketing for major organizational initiatives and large scale research programs across Public Accounting (PA), Management Accounting (MA) and EP.
Accountable for creating an engaged and robust customer experience journey across all channels with personalized and tailored content and messaging resulting in an engaged customer base and high net promoter score (NPS)
Accountable for creating a mindset of continuous learning within the membership base and using the stores to deliver the right products at the right time, relevant to the individual’s career and industry.
Lead and manage the M&EPs transformative Experience marketing team and associated direct line reports.
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 that 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.
Knowledge, Skills & Abilities Required
This is a business-critical role and a key development role and as such requires an individual with high potential and ability to continue career to C-suite. Potential is defined as having:
People agility: Understanding and relating to other people, as well as tough situations to harness and multiply collective performance, across all levels and functions of the organization
Change agility: experimentation in work and roles, curious and effectively dealing with the discomfort of change. Ability to move across key functional departments effectively (specifically sales and marketing) and deliver out performance.
Results agility: drive to deliver results in first-time situations by inspiring teams, and exhibiting a presence that builds confidence in themselves and others to deliver performance.
Intellectual agility: ability to absorb information and data to make the right decisions at the right time without having had in role experience.
Communication agility: ability to communicate effectively and inspire belief and confidence in a narrative for growth across all levels of the organsation.
Ability to drive customer led innovation and data driven insights team, including vendors
Proactive attitude to personal training and development to ensure ongoing best practice is brought into the organization and into the team’s capabilities.
Skills and ability to manage and a lead a team, providing clear direction, set appropriate standards of behavior
Ability to motivate and empower others
Strong influencing skills, gains clear agreement and commitment from others by persuading, convincing and negotiating
Promotes ideas on behalf of self or others and makes effective use of governance processes
Required Experience, Qualifications & Education
Bachelor’s degree in marketing, business, finance or similar area
Strong understanding of CPA & CGMA designations and profession
10+ years of relevant work experience in leadership roles with operational and P&L responsibility
Global experience of having direct P&L responsibility for revenue generation
Global marketing experience and proven success within digital, CRM and sales and marketing
Strong team management with evidence of turning around low performing or mature business units
Collaborative cross-team management and working to tight deadlines
Ability to travel globally ~25%
Preferred Experience, Qualifications & Education
CPA professional qualification
About Association of International Certified Professional Accountants (AICPA)
The Association of International Certified Professional Accountants (the Association) is the most influential body of professional accountants, combining the strengths of the American Institute of CPAs (AICPA) and the Chartered Institute of Management Accountants (CIMA) to power opportunity, trust and prosperity for people, businesses and economies worldwide.
It represents 657,000 members and students in public and management accounting and advocates for the public interest and business sustainability on current and emerging issues. With broad reach, rigor and resources, the Association advances the reputation, employability and quality of CPAs, CGMA designation holders and accounting and finance professionals globally.